Why Is My ROAS Different From What Meta Reports?
Understanding Why Your ROAS Doesn’t Match Meta’s Reports : You log in to Meta Ads Manager, view the ROAS column and see 4.8x. Next, you look at the Shopify sales or GA4 revenue or CRM and do the calculation yourself. Now the ROAS is much more like 2.9x. So which number is correct? Neither one is necessarily wrong most times. The reason for this is that Meta, Google Analytics, ecommerce platforms, and your internal finance systems may have differing standards in identifying,


