?Shopify gross revenue including shipping and tax. Product subtotal is $78,776. Cross-check Shopify Admin → Analytics.gross = subtotal + shipping + tax
Revenue
$93,401
Shopify gross revenue
?Revenue directly attributed to paid ads divided by ad spend. Only counts orders Meta or Google can tie back to a click — not total revenue. Platform-attributed: $55,501 / $31,750 spend.roas = ad_attributed_revenue / total_ad_spend
ROAS
1.75x
Paid-attributed only
-29% vs April (2.45x)
?Total spend across all connected paid channels. Pulled directly from each platform's reporting API.total_spend = meta_spend + google_spend
Ad Spend
$31,751
Meta $30.0K + Google $1.7K
-30% vs April ($45,110)
?Total DTC orders from Shopify. Same scope as revenue — excludes wholesale, POS, drafts, and test orders.orders = count(shopify_orders) where channel = DTC
Orders
2,409
-32% vs April (3,551)
?Marketing Efficiency Ratio. Total revenue from all sources (paid, organic, email, direct, unattributed) divided by ad spend. Shows how efficiently your total spend drives your whole business, not just the clicks you can track.mer = total_revenue / total_ad_spend
MER
2.94x
-6% vs April (3.11x)
?The sum of what every paid platform (Meta, Google) claims it generated. Here platforms under-claim vs actual Shopify revenue.$45.6K (Meta) + $9.9K (Google) = $55.5K
Platform-Attributed Revenue
$55,501
+41% under actual
?Average order value. Total revenue divided by number of orders. Useful for spotting changes in buying behavior or discount impact.aov = gross_revenue / total_orders
AOV
$38.77
-2% vs April ($39.45)
?Customer acquisition cost. Total ad spend divided by total orders. This is blended — not per-channel. A lower CAC means your ads are more efficient at driving purchases.cac = total_ad_spend / total_orders
CAC
$13.18
+4% vs April ($12.70)
Meta Ads
Platform-reported
Metric
Value
Spend
$30,019
Platform Revenue
$45,575
Platform ROAS
1.52x
Impressions
2,142,330
Clicks
33,054
CTR
1.54%
CPC
$0.91
Purchases (Meta-reported)
1,305
Why this won't match.
Meta reports $45,575 in revenue using a 7-day click / 1-day view window (ROAS 1.52x).
Spend down 26% from April ($40,732) but attributed revenue down 40% — efficiency declining.
iOS ATT further suppresses reported conversions by 15–30%. Note: our dbt staging model was showing $27,904 (missing $2,115) — corrected to campaign-level raw data.
Meta Ads — Daily Spend vs Platform Revenue (May 2026) Primary channel — 94% of ad spend
Revenue type: Platform-reported, not Shopify-verified
iOS ATT: Under-reports conversions ~15–30%
How Attribution Window Changes the Numbers
Attribution Window
Purchases
Revenue
ROAS
Note
7-day click / 1-day view
1,305
$45,575
1.52x
Current default — what we report
1-day click
~980
~$34,200
~1.14x
Most conservative
28-day click / 1-day view
~1,450
~$50,700
~1.69x
Widest window
Same spend ($30,019), different credit. The window you choose determines how many sales Meta gets credit for. None of these change your actual Shopify revenue — only how much Meta claims.
Google Ads
Platform-reported
Metric
Value
Spend
$1,732
Platform Revenue
$9,926
Platform ROAS
5.73x
Impressions
172,086
Clicks
2,815
CTR
1.64%
CPC
$0.62
Conversions (Google-reported)
345
Why this won't match.
Google reports $9,926 via API (30-day click window, ROAS 5.73x). BQ shows $9,220 — the $706 gap is attribution window drift; Fivetran will catch up on next sync. Budget dropped 60%
from April ($4,377 → $1,732). Two PMax campaigns only — all 345 conversions are
purchase events (Google Shopping App Purchase). No non-purchase actions mixed in.
Google Ads — Daily Spend vs Platform Revenue (May 2026) Budget reduced 62% from April
What we're filtering by.
Attribution window: 30-day click (Google default)
Campaigns: All active — Search + Shopping + PMax
Conversion action: Purchase via Google Ads tag
Revenue type: Platform-reported, not Shopify-verified
Auto-tagging (gclid): On
Brand vs non-brand: Not separated — brand search may inflate the 4.82x number
Email & SMS (Klaviyo)
Platform-reported
Metric
Value
Klaviyo-Attributed Revenue
$15,973
Flow Revenue
$8,180
Campaign Revenue
$7,793
Emails Sent (campaigns)
363,397
Active Flows
9
Open Rate (non-unique, Apple MPP inflated)
87.3%
Campaign Click Rate
0.85%
SMS Received
9,328
Why this won't match.
Klaviyo computes attribution at query time in their analytics layer — same as Meta and Google.
Raw Fivetran events have NULL campaign_id/flow_id, so our mart's raw-event path shows $0.
The correct source is the Klaviyo dbt mart (klaviyo__campaigns + klaviyo__flows): $15,973 attributed for May.
Separate issue: no UTMs on any email links (flow_action_tracking_utm_param and
campaign_tracking_utm_param both empty) — GA4 can't attribute email traffic. Fix in Klaviyo → Settings → UTM Tracking.
Email & SMS — Engagement (May 2026) $15,973 attributed via dbt mart (campaigns + flows)
What we're filtering by.
Attribution window: 5-day click / 1-day open (Klaviyo default)
Revenue source: Klaviyo dbt mart — campaigns + flows aggregated by send date
Action needed: Enable UTM tracking — Klaviyo → Settings → UTM Tracking (all links currently bare URLs)
Combined
Channel
Spend
Platform Revenue
Platform ROAS
% of Spend
Meta Ads
$30,019
$45,575
1.52x
95%
Platform-reported
Google Ads
$1,732
$9,926
5.73x
5%
Platform-reported
Email (Klaviyo)
—
$15,973
—
—
Platform-reported
Total Paid Spend
$31,751
$71,474
—
100%
Platform-attributed total ($71,474 paid + email) ≠ Actual Shopify revenue ($93,401).
Platforms account for 77% of revenue; 23% ($21,927) comes from organic, direct, and untracked channels.
Email UTMs not configured — GA4 cannot attribute the email traffic, so that gap appears larger than it is.
MER (2.94x) captures the full picture.