Attribution
How currency differences affect ecommerce ROAS
ROAS can become confusing when ad spend, Shopify revenue and product costs are recorded in different currencies.
Use one reporting currency
If Meta spends in GBP and Shopify sells in EUR, convert both into a consistent base currency before calculating business-level ROAS.
Exchange rates move
A campaign can appear slightly more or less efficient month to month even when customer behaviour stays similar if currencies move materially.
Shopify Markets adds another layer
Customers may see local currency while your store/accounting records base currency. Make sure your attribution system uses the correct converted order value. The same principle is covered in local currency vs store currency for ecommerce ads.
Platform numbers may not match exactly
Meta, Google, Shopify and analytics tools can use different exchange-rate timing or conversion logic.
Profitability matters more than nominal ROAS
Costs such as COGS may be paid in another currency too. Exchange movement can therefore affect margin as well as reported sales.
For international stores, currency normalization should be part of measurement rather than an afterthought.
ROAS reports not reconciling across currencies?
If international revenue and ad spend sit in different currencies and your ROAS reports do not reconcile, send us an inquiry.