Your paid media ROAS isn't 5x. Or 2x.

The core issue discussed in the article revolves around the discrepancies and inaccuracies that arise when attributing conversions across different marketing platforms, particularly between social media (e.g., Meta) and search engines (e.g., Google). Here are the key points:

1. Overcounting Conversions:

   • Both Meta and Google often attribute a single conversion to their respective ads multiple times.
   • For instance, if a customer sees a Meta ad, searches for your brand later, clicks on a Google ad, and makes a purchase, both platforms may claim the sale as a conversion without discounting each other's contribution.

2. View-Through Conversions:

   • A significant portion of overcounting is due to view-through conversions reported by platforms like Meta.
   • These are impressions that occur within a certain window before a user converts, but they don't necessarily lead directly to the conversion.

3. Reconciliation Issues:

   • Reconciling data from multiple platforms doesn’t solve the problem; it merely blends inaccurate figures.
   • Using Data-Driven Attribution (DDA) or other reconciliation methods still relies on flawed attribution models and doesn’t account for conversions that would have happened without ads.

4. **Autom

Read the full article at Search Engine Land

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