Meta shows you impressive ROAS — but is it real? Discover why Attribution Window and View-Through mislead most advertisers.
If you rely solely on Meta Ads Manager numbers to evaluate your campaigns, you are building billion-dollar decisions on flawed data.
The Attribution Window Problem
Meta uses a default attribution window of 7 days click + 1 day view. This means anyone who saw your ad and purchased within one day — even if they searched on Google — gets credited to Meta.
The Solution
Use Server-Side Tracking + Northbeam or Triple Whale to cross-reference numbers. You will be surprised how much lower the real ROAS is.