How much do your ads really sell?

Ad platforms each count the orders they helped with, often the same order more than once. Put their numbers next to your store’s and see what is left after ads. Everything is calculated in your browser; nothing is sent.

Example figures. Replace them with yours for one month.

CurrencyAd spend (all platforms)Revenue reported by the platforms (added up)Meta “purchase value” + Google “conversion value” + TikTok “purchase value”Your store’s real salesFrom Shopify or WooCommerce, same month, after refundsGross margin (%)What is left from sales after the cost of the products

The platforms report 27% more than your store sold.

ROAS reported by the platforms

7.00

Real MER (store sales / ad spend)

5.50

MER you need to break even

1.67

Gross profit after ads

€23,000

Your ads are paid for by the margin they bring in.

MER counts all store sales, including those that would have happened without ads, so it is the most the ads can be credited with. Gross profit after ads does not include shipping, payment fees or fixed costs.

To know what each campaign really sells, the orders have to be matched to campaigns in your store, and a pause test shows what the ads add.

CyberVSM does this every day for your store: orders and margin from Shopify or WooCommerce next to your ad spend, per channel and campaign.

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