How ad attribution and blended ROAS work

Once you connect Google Ads, the app ties your ad spend to the orders it helped create, so you can judge return on ad spend on real numbers. This relies on a connected ad account, which is a Pro feature. Here is how the matching works and what blended ROAS means.

How it works

The app matches ad spend to orders in two ways:

1. By product. When an order's items match a product in your ad performance data for the same day (by SKU or product ID), the app assigns that product's share of that day's spend to the order. This is the most exact match, and it is what drives product-level ROAS.
2. By campaign tag. When an order carries campaign tracking (a UTM campaign from the visit), the app finds the matching campaign and assigns that campaign's cost for the same day. This covers orders whose products are not in your ad data.

If neither match is found, no ad cost is assigned to that order, and it is left out of the attributed totals.

Blended ROAS is the revenue attributed to ads divided by your total ad spend across every connected channel. For example, 3x means every 1 you spent on ads brought back 3 in sales. You can see it, along with spend, attributed revenue, attributed profit, ROAS and ROI per channel - Google Ads, Meta Ads, Organic / SEO, and Affiliate - in the marketing ROI breakdown on the dashboard (/app/dashboard).

Revenue ROAS ignores your costs. For the real return on each ad, the Campaign ROAS report measures each campaign on profit instead: it subtracts product cost, fees, shipping and returns from the attributed revenue, then divides by the spend.