A free guide for online stores
Which ads really sell?
Google, Meta, Klaviyo and your store each count the same order their own way. Why the numbers never match, how to check for yourself where your ad money goes, and what to do this week.
PDF · 22 pages · 20-minute read
What you will learn
-
€1,780
claimed by the platforms for one €890 order
Anna clicks a Google ad, five weeks later an Instagram ad, opens the newsletter and buys on her own. Meta and Klaviyo each claim the whole order.
-
5 min
is all the sum test takes
Add up what the platforms claim and divide by store revenue. Above 1.3 the ROAS of any single platform is no longer useful for decisions.
-
55 days
to retract a return in Google Ads
An ad that sells returns looks great in Ads Manager. In Google you can retract or restate the purchase, in Meta you cannot.
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63%
of email customers buy again
ROAS measures the first order. Only customer value by channel shows which channel brings buyers who come back.
PDF · 22 pages · 20-minute read
In the guide
Written by Tilen Ledic. I have run an online store for 15 years and spent too many Mondays comparing three reports that never matched. The examples use the Brewline demo store: a made-up store, a real scenario.
Download the PDF- 01One order, counted four times
- 02Six reasons the numbers never match
- 03Google Ads
- 04Meta
- 05Klaviyo and email
- 06Google Analytics 4
- 07Your store and Microsoft Ads
- 08Windows and the sum test
- 09Returns the platforms never see
- 10Server-side tracking (CAPI)
- 11Customer value (LTV)
- 12What Enalitica does differently
A few pages
Check it on your own orders.
Enalitica does everything in the guide every day, for every order. Connecting your store takes a few minutes.
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