Attribution & Analytics
Can you add Meta and Google ROAS together?
No. Adding ROAS percentages together does not produce a meaningful total ROAS, and adding Meta-attributed revenue to Google-attributed revenue can double-count the same orders.
Use total spend and a consistent revenue number
If Meta spends $10,000 and Google spends $5,000, total paid-media spend is $15,000.
If Shopify records $60,000 store revenue, a simple blended revenue-to-ad-spend ratio is: $60,000 ÷ $15,000 = 4.0x, or 400%.
That is different from saying Meta reported 500% and Google reported 600%, therefore total ROAS is 1,100%. It is not.
Attribution overlap is the reason
A customer can click a Meta ad, later search Google and purchase. Both platforms may claim revenue under their own attribution rules.
Decide what you are measuring
For campaign optimization, platform ROAS is useful. For overall business efficiency, use a consistent revenue base and total spend. For channel contribution, use an attribution method that applies the same rules across platforms.
One metric cannot answer every question, but mathematically combining unrelated ROAS percentages answers none of them.
Stop the ROAS math from exceeding your actual revenue
If Meta and Google both look profitable but the combined numbers exceed Shopify revenue, send us an inquiry or review Attribix's attribution approach.