Why Meta Reported ROAS is a Lie

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.