Meta Attribution Compared With Shop Revenue
Attribution Reality puts Meta-attributed conversions and conversion value next to the ecommerce system’s realized orders and net revenue. It is an attribution audit, not an attempt to silently relabel every shop order as a Meta conversion.
Meta and Shop Measurement Gap
For every date, the report shows whether Meta was observed, Meta spend, Meta’s claimed conversions and claimed conversion value, then realized orders and realized net revenue from the shop. Conversion divergence is Meta claimed conversions divided by realized orders, using summed window components for totals.
- Daily rows and window totals — inspect individual dates, then compare totals for the selected window with an optional previous window.
- Campaign filter — narrow the imported Meta campaign-day data while the shop figures remain shop-owned outcomes for the selected reporting scope.
- Equal-length daily comparison — per-day deltas are paired by position only when comparison windows have the same length; otherwise the report explains why daily comparison is unavailable.
- Honest missingness — no Meta connection, no imported observation, or unavailable realized orders is shown as a reason, not converted into a reassuring zero.
Meta Attribution Versus Shop Revenue
Meta Ads supplies delivery, spend and conversions attributed under its own measurement. The connected ecommerce source supplies realized orders and net revenue after the shop’s order-status rules. AmICited aligns them by calendar date and reporting window, but deliberately does not force a one-to-one match.
- Useful for paid-media owners — spot persistent over-claiming, under-claiming or sudden tracking breaks before optimizing to a misleading platform number.
- Useful for domain and SEO owners — understand whether paid reporting is moving in the same direction as the site’s realized commercial result when campaigns and organic work overlap.
- Useful in reviews — bring one view to agency, analytics and commerce teams while keeping each source labelled.
- Not a causal model — timing, view-through attribution, cross-device behavior, other channels and order cancellations can all create legitimate differences.
Attribution Divergence Investigation
Use the report after a pixel, checkout or consent change; when Meta conversions rise but shop orders do not; or before repeating platform-reported performance in a board or client report. Persistent alignment is useful too: it tells you the two ledgers are moving together, without claiming they measure the same event.
The report needs a Meta Ads connection plus imported campaign-day observations and a connected shop with realized order data. Read ratios over a meaningful window rather than diagnosing a single date: purchases may land after exposure, and the two systems can use different attribution windows and identities.
measurement systems, kept visibly separate
Meta’s attributed conversions explain its claim; realized shop orders and net revenue explain what entered the commerce ledger.
Explore Meta Profit-true ROASReady to see whether Meta’s conversion story matches the shop’s order book?
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