Meta and Shopify attribution: why platform ROAS is not commercial return

Reconcile different measurement windows and definitions before using platform ROAS in a business decision.

Start with definitions, not matching totals

Meta and a commerce system can use different attribution windows, event times, identity signals, timezone boundaries, and refund handling. A difference does not by itself prove either source is wrong.

Label the platform-reported purchase value, store order value, refunds, discounts, shipping, tax, and margin as separate evidence lines.

A hypothetical reconciliation

Hypothetical example: Meta attributes USD 1,200 in purchase value while the same calendar dates show USD 1,050 in placed orders and USD 90 in later refunds. Compare windows and definitions before explaining the USD 150 gap; do not silently replace one source with the other.

Keep the public boundary

The 365Loopa public calculator accepts manual aggregate values only. It does not connect to Meta or Shopify, import customer or order data, or calculate contribution profit.