blended ROAS vs platform reported ROAS: calculation pitfalls
Most operators running multi-channel spend rely on platform ROAS numbers that routinely overstate channel performance and bury cross-channel cannibalization. If you judge Meta or Google Ads by their own dashboards, you miss how overlapping attribution and signal loss distort the real incremental return on ad spend. Many teams switch to blended ROAS, thinking it gives […]
incrementality testing for meta ads: methods, pitfalls
Meta Ads almost always overstate your true return on ad spend, often crediting conversions that would have happened anyway. Relying on platform attribution alone leads to budget decisions that inflate spend without delivering actual incremental revenue. Standard attribution cannot separate causation from correlation, especially when Meta’s pixel sees conversions from users already primed to buy […]
Écarts Meta vs Google Ads : causes et correctifs
Une même commande attribuée à la fois à Meta et à Google Ads fausse vos analyses de performance et gonfle artificiellement le coût d’acquisition affiché. L’écart d’attribution ne vient pas d’une simple différence de modèles : il résulte de méthodes de tracking incompatibles, de fenêtres d’attribution distinctes et du double comptage systématique dès qu’un utilisateur […]
Meta ROAS fell without campaign changes: tracking
Most Meta ROAS drops blamed on creative or budget changes start with missed tracking or attribution issues—often invisible in the main reporting view. Ignoring the measurement layer leads to wasted time, wrong fixes, and sometimes months of lost revenue. By the end of this article, you’ll know how to systematically rule out pixel misfires, CAPI […]
Meta event match quality low: causes and fixes
Most e-commerce sites running Meta ads lose conversion signal and waste budget because their event match quality scores are lower than they think—even when the Events Manager shows a green checkmark. Meta’s match quality isn’t just a box to tick; it directly affects how many conversions your campaigns actually optimize for, and how much you […]
ai ad creative testing workflow: structure, naming
Most e-commerce teams running AI-driven creative tests generate plenty of ad variants, but the results rarely answer which variable actually moved the needle. If your naming conventions are inconsistent, your tracking is patchy, or you rely on platform default reports, you’ll never isolate the impact of a headline, image, or call-to-action. The usual assumption — […]
