?Shopify gross revenue (total_price). Verified against Shopify Admin, BQ raw, and API — all within 1%. ShopifyQL net of refunds = $8,170. BQ raw gross = $8,262. Refund delta = $56.25.revenue = sum(total_price) where cancelled_at IS NULL
Revenue
$8,262
Shopify DTC gross
+181% vs April ($2,940)
?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.roas = ad_attributed_revenue / total_ad_spend
ROAS
0.56x
Paid-attributed only
+60% vs April (0.35x)
?Total spend across all connected paid channels. Pulled directly from each platform's reporting API.total_spend = meta_spend + google_spend
Ad Spend
$4,234
Meta $2.1K + Google $2.1K
+21% vs April ($3,504)
?Total DTC orders from Shopify. Same scope as revenue — excludes wholesale, POS, drafts, and test orders.orders = count(shopify_orders) where channel = DTC
Orders
71
+122% vs April
?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
1.95x
+133% vs April (0.84x)
?The sum of what every platform claims it generated. Multiple platforms take credit for the same sale. Klaviyo uses 5-day click / open attribution window.$1,585 (Meta) + $773 (Google) + $4,617 (Klaviyo) = $6,975
Platform-Attributed Revenue
$6,975
-16% 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
$116
+27% vs April ($92)
?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
$60
-45% vs April ($110)
Meta Ads
Platform-reported
Metric
Value
Spend
$2,139
Platform Revenue
$1,585
Platform ROAS
0.74x
Impressions
105,009
Clicks
2,802
CTR
2.67%
CPC
$0.76
Purchases (Meta-reported)
19
Why this won't match.
Meta reports $1,585 in revenue using a 7-day click / 1-day view window.
The 0.74x platform ROAS looks low, but Meta conversion tracking was
broken before May 5 (hardcoded to 0). The 19 purchases are from
May 5–31 only. iOS ATT further suppresses reported conversions by 15–30%.
Meta Ads — Daily Spend vs Platform Revenue (May 2026) Conversion tracking broken before May 5
Conversion event: Purchase (not Add to Cart or Initiate Checkout)
Revenue type: Platform-reported, not Shopify-verified
iOS ATT: Under-reports conversions ~15–30%, over-attributes revenue on those it tracks
How Attribution Window Changes the Numbers
Attribution Window
Purchases
Revenue
ROAS
Note
7-day click / 1-day view
19
$1,585
0.74x
Current default — what we report
1-day click
14
$1,190
0.56x
Most conservative — only same-day purchases
28-day click / 1-day view
22
$1,870
0.87x
Widest window — captures delayed purchases
Same spend ($2,139), 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
$2,095
Platform Revenue
$773
Platform ROAS
0.37x
Impressions
142,429
Clicks
3,167
CTR
2.22%
CPC
$0.66
Conversions (Google-reported)
9
Why this won't match.
Google reports $773 using a 30-day click window. Budget scaled 14x
from $149/mo in April to $2,095/mo in May — this is a deliberate
ramp-up, not a data anomaly. The 0.37x platform ROAS reflects
early-stage campaign learning on the new budget.
Google Ads — Daily Spend vs Platform Revenue (May 2026) Budget 14x increase from April
What we're filtering by.
Attribution window: 30-day click (Google default)
Campaigns: All active — Search (brand + non-brand), Shopping, PMax
Conversion action: Purchase via Google Ads tag
Revenue type: Platform-reported, not Shopify-verified
Auto-tagging (gclid): On — GA4 can link clicks to sessions
Brand vs non-brand: Not separated — brand search may inflate the 0.37x number slightly
Email & SMS (Klaviyo)
Platform-reported
Metric
Value
Klaviyo-Attributed Revenue
$4,617
Flow Revenue
$2,981 (65%)
Campaign Revenue
$1,636 (35%)
Email Revenue
$4,340
SMS Revenue
$277
Emails Sent
67,512
Open Rate
60.7%
Click Rate
4.4%
Why this won't match.
Klaviyo reports $4,617 using a 5-day click / open attribution window — same concept
as Meta (7-day click) and Google (30-day click). If a subscriber opens or clicks an
email and purchases within 5 days, Klaviyo claims it — even if they also clicked
a Meta ad. This revenue overlaps with paid channels. Separate issue: no UTMs on
email links means GA4 can't attribute this traffic — fix in Klaviyo → Settings → UTM Tracking.
Email Revenue — Flows vs Campaigns (May 2026) All revenue from flows; $0 campaign-attributed
What we're filtering by.
Attribution window: 5-day click / 5-day open (Klaviyo default)
Revenue source: Klaviyo-attributed, not Shopify last-click
Flows included: All active — Welcome, Abandoned Cart, Post-Purchase, Browse Abandon, Winback
Campaigns included: All sent — promotions, newsletters, product drops
SMS: In setup — Chris Johnson configuring; Shopify connection just completed
Attribution window: 5-day click / open (Klaviyo default) — platform-reported, same concept as Meta/Google
UTM tracking: Not enabled — GA4 can't attribute email traffic; fix in Klaviyo settings
Combined
Channel
Spend
Platform Revenue
Platform ROAS
% of Spend
Meta Ads
$2,139
$1,585
0.74x
51%
Platform-reported
Google Ads
$2,095
$773
0.37x
49%
Platform-reported
Email (Klaviyo)
—
$4,617
—
—
Platform-reported
Total Paid Spend
$4,234
$6,975
—
100%
Platform-attributed total ($6,975) ≠ Actual Shopify revenue ($8,262).
Platforms under-claim by $1.3K — 84% of revenue is attributed across Meta ($1,585), Google ($773), and Klaviyo ($4,617).
The remaining 16% comes from organic, direct, and unattributed sources. Note: these overlap — a customer who clicks an email
and a Meta ad both get claimed. MER (1.95x) is the full-picture efficiency number.