The ROAS Lie Detector
Meta killed 7-day and 28-day view-through attribution in January 2026. Your reported ROAS is now overstated for iOS audiences. Measure the delta in 60 seconds.
Enter three numbers
Total across Meta, Google, TikTok and any other paid channels.
Sum of reported ROAS x spend across each platform for the same window.
Total store revenue over the same 30 days. Not attributed. Actual.
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Simplified calculation. Real MER depends on cohort, seasonality and channel mix. Use this as a quick check, not an audit.
Meta removed 7-day and 28-day view-through windows for iOS in January 2026. Google and TikTok followed.
Platforms still claim credit for conversions they can no longer see, inflating reported ROAS by 25 to 40 percent.
Marketing Efficiency Ratio compares total revenue to total spend. No attribution required. No lies.
MER stands for Marketing Efficiency Ratio. It is the simplest way to measure whether your paid media is actually making money.
ROAS
Platform-reported. Claims credit for specific conversions. Shrinking, biased, and often overstated.
MER
Revenue from your source of truth divided by total spend. No attribution. No platform bias. Just the truth.
If you're tired of reacting to revenue drops after the fact, Consequential gives you the edge.