Loading Glimmio…
Free Attribution Tool
Uncover how much revenue Meta and Google are double-counting. Compare your platform-reported ROAS against your true Shopify Marketing Efficiency Ratio.
Input your monthly numbers from Meta Ads, Google Ads, and Shopify.
$80,000
3.20× Combined ROAS$62,000
2.48× Real Store MER$18,000(29.0% inflation)
Meta and Google both claimed credit for the same orders via overlapping 7-day click and 1-day view windows. Your ad platforms claim to have produced 1.29× more revenue than your store actually generated.
2.48×
Shopify Net Revenue / Total Ad Spend ($25,000 total spend).
$33
True cost to acquire an order across your entire store (40.3% of total revenue).
Email me this MER breakdown
Your platforms claim 3.20× while your true MER is 2.48× — 29% of reported revenue is double-counted.
Glimmio will email you this result plus occasional writing on ad spend and store performance. No third parties. Unsubscribe from any email. See our privacy policy.
Connect Meta, Google, and Shopify in 2 minutes. Glimmio deduplicates conversions automatically.
When you rely solely on each ad platform's isolated dashboard, you evaluate performance through siloed lenses. Meta's 7-day click / 1-day view attribution and Google's data-driven attribution routinely claim the same conversion. If your combined reported ROAS is 3.5x but your store MER is 2.2x, your actual acquisition cost is over 50% higher than your media managers believe.
Total Store Net Sales ÷ Total Paid Ad Spend. The ultimate macro health metric for e-commerce growth.
Total Ad Spend ÷ Total Store Orders. Shows your blended cost to drive a purchase across the entire business.
ROAS (Return on Ad Spend) is calculated inside a specific ad platform (like Meta or Google) using that platform's own conversion tracking and attribution window. MER (Marketing Efficiency Ratio), also known as Blended ROAS, is your total store net revenue divided by your total ad spend across all channels. MER cannot be inflated by overlapping attribution windows because it only counts dollars that actually landed in your store.
A customer often discovers your brand via an Instagram ad (counted as a 7-day click or 1-day view conversion by Meta), then later searches for your brand name on Google and clicks a Search ad before buying (counted as a conversion by Google). Both platforms claim 100% credit for that single sale, inflating your reported combined revenue.
For most direct-to-consumer e-commerce brands with 60%–70% gross margins, an MER between 3.0x and 4.5x represents healthy, scalable profitability. Highly funded brands prioritizing rapid customer acquisition may operate at 2.0x–2.5x MER if repeat purchase retention is high.
Glimmio uses first-party tracking and direct Shopify order reconciliation to evaluate customer touchpoints, separating incremental new-customer revenue from platform self-attribution and view-through inflation.
Attribution guides and practical frameworks for reconciling ad platforms with reality.
Every channel reports a profitable ROAS, the totals do not add up to your actual revenue, and you cannot tell whether spending more is making you money.
Read the guideSomeone changed an attribution setting, the reported numbers moved, and nobody can explain whether performance actually changed.
Read the guideYou are spending five or six figures a month on Meta and you have a strong suspicion that a meaningful slice of it is doing nothing.
Read the guideYour best-performing campaign by ROAS might be your least profitable, and your reporting has no way to tell you.
Read the guide