Help Metrics and definitions
Platform ROAS against Shopify-verified ROAS
Every ad platform reports its own ROAS. Stetto shows it beside a Shopify-verified ROAS, worked out from your store’s own sales, so you can see how much each platform is claiming.
The two kinds
| Metric | Sales counted | Spend |
|---|---|---|
| “Meta ROAS” | What Meta says its ads earned, as Ads Manager reports it | Meta spend |
| “Meta ROAS (Shopify-verified)” | Shopify net sales whose last click was paid social | Meta spend |
| “Google ROAS” | Google’s conversion value, as Google Ads reports it | Google spend |
| “Google ROAS (Shopify-verified)” | Shopify net sales whose last click was paid search | Google spend |
The platform’s number is that platform’s claim. The Shopify-verified one uses the sales your store actually recorded. See How Stetto counts.
Why they differ
- Platforms count more. Meta counts sales after a view or a click within its attribution window, using each account’s own setting. Google shares credit across the ads it thinks helped. Both can claim the same order.
- Shopify counts each order once, by its last click, after discounts and refunds.
- The gap is the over-claim. When a platform’s ROAS sits well above its Shopify-verified one, the platform is taking credit for sales that came another way, or that it only helped earlier.
Neither one is wrong. The platform’s number shows how it sees its own ads; Shopify’s shows what actually reached your store.
Make Shopify-verified ROAS accurate
- Tag your ads with UTMs, using a paid medium like
cpcorpaid_social. An order whose link doesn’t say it was paid counts as organic or direct, and verified ROAS reads low. - Paid social means every paid social platform your links name. So TikTok or Pinterest ads with paid UTMs count toward Meta’s verified number. Paid search works the same way: it includes Bing, and any other paid link that isn’t social.
Put them side by side
Ask Stetto, “Compare Meta’s ROAS with Shopify-verified ROAS, last 30 days”, or use the Paid media template. See The templates.
Related
Still stuck? Email support@getstetto.com and a person will answer.