A blended ROAS tracker with one un-gameable number
Meta says 4x. Google says 5x. Your bank account says otherwise. DawnPulse computes blended ROAS — total revenue divided by total ad spend across every channel — so you plan around the one return number no platform can inflate.
The problem
- Every ad platform grades its own homework: platform-reported ROAS routinely double-counts the same sale.
- Adding two platforms' 'attributed revenue' gives you more revenue than you actually made.
- Budget decisions made on self-reported numbers push spend toward the loudest platform, not the most effective one.
- Computing true blended return manually means exporting, deduplicating, and rebuilding a spreadsheet every week.
What DawnPulse does about it
- One blended number. Total revenue from your store or payment data, divided by total spend from your ad exports. Blended ROAS (or MER) in one figure, updated every day.
- Platform numbers kept honest. DawnPulse shows each channel's self-reported return next to the blended figure, so you can see exactly how much each platform is over-claiming.
- Trend, not just a snapshot. Blended ROAS is baselined like every other metric — the morning briefing flags when your true return is drifting, even while platform dashboards stay green.
- Feeds the budget what-if simulator. Because blended returns are the honest input, the budget simulator's reallocation scenarios project from reality — not from platform-flattered math.
What a briefing looks like
Your blended ROAS is 2.3x this month — Meta reports 4.1x and Google reports 4.8x, but combined 'attributed' revenue is 1.7x your actual store revenue. The overlap means roughly a third of claimed conversions would have happened anyway. Blended return has drifted from 2.9x since April; the budget simulator suggests a 10% shift toward brand search.
Example — your briefing is written from your own data.
Frequently asked questions
MER vs ROAS — what's the difference?
ROAS (as platforms report it) divides 'attributed' revenue by that platform's spend — and each platform claims overlapping credit for the same sales. MER (marketing efficiency ratio) is blended: total revenue ÷ total ad spend across all channels. It can't double-count, which is why it's the number to budget against.
Facebook says 4x ROAS but my real ROAS is lower. Why?
Because Meta counts view-through and overlapping conversions — sales that Google, email, or organic would also claim. When you add every platform's attributed revenue it exceeds your actual revenue. Blended ROAS divides real revenue by real spend, so the inflation disappears.
Can I get a combined Meta and Google Ads ROAS report?
Yes. Upload Meta Ads and Google Ads CSV/Excel exports (live connections are in development) plus your revenue source — connect Shopify in one click or upload Stripe/WooCommerce exports — and DawnPulse reports per-channel and blended ROAS together every morning.
Does blended ROAS work in my currency?
Yes. Multi-currency spend and revenue are converted to your base currency — USD, INR, EUR, GBP, AED, SGD, or AUD — before the blended figure is computed.