Why your ROAS does not match your bank account

If you add up what Google, Meta and your native platform each report, the total will usually exceed what the business actually took. This is not fraud. It is three systems each claiming credit for a customer who touched all three.

How the double counting happens

Each platform uses its own attribution window and its own view-through rules. A customer who saw a Meta ad, searched your brand, clicked a Google ad and bought will appear as a conversion in both accounts.

What to do about it

Report against your commerce platform or accounting figures, treat platform numbers as directional, and use blended metrics such as total media spend against total new customer revenue for budget decisions.