Ad measurement for e-commerce
In short
Ad measurement includes event collection, attribution and tests of incremental effect. Store orders help reconcile revenue, refunds and costs. Platform reports describe conversions under their reporting rules. Comparing the two improves reporting, but a data join alone does not show what the advertising caused.
Start with compatible definitions: payment status, refunds, currency, time zone and attribution window. Platforms can receive order values, product information and conversion adjustments when the integration supports them. Verify what your setup sends instead of assuming either report is complete.
Reconcile ad reports with store orders and separate attribution from causal effect.
What this covers
- 01The ROAS below which you are losing moneyRead
- 02Whether a campaign made money, not just revenueRead
- 03What to subtract before calling something profitRead
Every article in this cluster
Common questions
Why does Meta report more purchases than my store?
Check attribution and reporting dates, event duplication, payment and refund definitions, modelled results and channel overlap. A platform can report more or fewer purchases than the store. The direction of the gap does not identify its cause.
Which number should I report to a client?
Report reconciled store orders and platform-attributed results separately, with definitions and any unresolved gap. Store totals describe the business; attribution assigns credit under a model. Neither alone establishes incrementality.
Is last-click attribution good enough?
Last click is a rule for assigning credit. It can support consistent reporting, but omits earlier influences and does not prove the effect of stopping or scaling a campaign. Use it with margin, cohort and experimental evidence where available.
See it on your data
Loyalz joins ad spend to settled order lines, so the numbers in these articles are columns rather than a spreadsheet you rebuild every month.
Book a demo