Meta Over-Reports. Google Under-Reports. Your Budget Follows the Wrong One.
Meta inflates purchases with view-through and modeled conversions while Google loses conversions to consent mode and Safari. The result is a budget that drifts toward Meta for the wrong reasons. TrueROAS puts both on the same verified order data.
Tracks every major ad platform. Sends verified orders back to Meta and Google.
Sound familiar?
What you are probably seeing
Meta purchases alone exceed total Shopify orders on some days
Google Ads conversions are far below what GA4 or Shopify attribute to Google
Blended MER is falling while Meta ROAS is stable
Non-brand search spend keeps getting cut by Smart Bidding
Why it happens
This is not a bug. It is how the platforms are built.
Meta counts generously
View-through, 7-day click and modeled conversions all count as purchases. Meta also claims orders that email or Google finished.
Google counts conservatively
Consent mode, Safari cookie limits and missing enhanced conversion data mean Google discards conversions it cannot match.
You compare them side by side
Two numbers built on different rules get compared in the same spreadsheet. The generous one wins the budget.
What it costs you
Prospecting search spend and Shopping campaigns get cut because they look weak. Meta retargeting gets scaled because it looks strong. Both decisions are wrong, and you only find out when total revenue does not follow.
How TrueROAS fixes it
Start from the order, not from the ad platform
Same rules for every platform
Every Meta and Google conversion is matched to the same Shopify order table with the same attribution logic. Now the numbers are comparable.
Verified conversions sent to both
Meta receives de-duplicated, order-verified events. Google receives the conversions it was missing. Each platform's own optimisation improves.
One dashboard where totals equal Shopify
Channel revenue in TrueROAS adds up to your actual revenue. If a channel is credited, that order exists.
Others track. We triangulate.
Tracking alone drops sales to iOS, ad blockers and dead cookies. Three signals catch every one.
Tracking
Surveys
AI MMM
How it works: three signals cross-check every sale.
Other tools: 1 bucket
Sales lost
Tracking
1 bucket → most sales missed.
TrueROAS: 3 buckets
Order-verified
Tracking
Surveys
AI MMM
3 buckets → far fewer sales lost.
Ask your data anything.
One trusted source of truth, wired into the AI you already use.
TrueROAS
data layer
Claude
ChatGPT
Cursor
MCP
“Which ad should I scale?”
"Meta said 1.5 ROAS. TrueROAS showed 4.5. I almost turned off a winner."
"Very good app. I almost turned off an ad set that had a 4.5 ROAS because Meta tracked not all of the sales and had a Meta 1.5 ROAS."
LederKur
Shopify store, Germany. Verified review
When you do not need this
If you spend under a few thousand a month on one platform, the noise between platforms is smaller than your day-to-day variance. Fix the basics (CAPI, enhanced conversions, consent mode) first.
Questions media buyers ask
Straight answers
Can't I just apply a correction factor to each platform?
Many stores do. The problem is the factor changes by campaign, by audience and by season. Retargeting over-reports far more than prospecting. A single multiplier hides exactly the decisions you need to make.
Which platform should I trust more?
Neither, for budget decisions. Trust the order table. Use each platform's reporting for delivery signals and creative diagnostics, and use verified attribution for allocation.
Go deeper
Understand why this happens
Five-minute lessons, written by the founder, no jargon.
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