Why revenue attribution matters more than ROAS

Every ad platform reports a flattering ROAS, and they often claim the *same* sale. If you budget from those numbers, you over-fund whoever reports most aggressively.

The problem with platform ROAS

• Meta and Google both count a conversion they merely *touched*.
• Add their dashboards up and you'll "earn" more than your bank shows.

What attribution does instead

• Matches every Shopify order to the touchpoints that influenced it.
• Splits last-touch vs assisted so you see real influence.
• De-duplicates spend vs revenue for a true blended ROAS.

The decision it unlocks

> Fund channels by their assisted contribution and judge them by cost per order. That's how you scale what sells instead of what reports well.

Attribution is less exciting than a 9× ROAS screenshot — and far more profitable.