It is normal for Meta, Google and your overall business reporting to show different ROAS numbers. Platform ROAS is based on each platform's attribution rules, while blended ROAS compares broader revenue with broader marketing spend.
What platform ROAS measures
Platform ROAS generally divides revenue attributed by that advertising platform by spend in the same platform. Attribution windows, modeled conversions and cross-device behavior can influence the reported revenue.
What blended ROAS measures
Blended ROAS uses a wider business view, often total revenue divided by total advertising spend. This reduces dependence on one platform's attribution model, but it also includes revenue that may have come from organic, direct, email or repeat customers.
Why the numbers diverge
Multiple platforms can claim influence over the same customer journey. A shopper may see a social ad, search the brand later and purchase through direct traffic. Each reporting system can assign value differently.
Use both, but for different decisions
Platform ROAS helps with campaign optimization. Blended metrics help management understand overall marketing efficiency. Neither should replace unit economics. Compare both against the business's break-even ROAS.
Keep definitions consistent over time
Do not change the numerator and denominator from report to report. Document whether revenue includes tax, shipping, refunds and returning customers so trend comparisons stay useful. You can calculate a clean ratio with the ROAS Calculator.
Turn the guide into your own numbers
Use your real costs and campaign data instead of relying on a generic benchmark.
Calculate break-even ROASFrequently asked questions
Why is Meta ROAS higher than blended ROAS?
Platform attribution can claim revenue that overlaps with other channels, while blended ROAS uses a broader spend and revenue view.
Which ROAS should I trust?
Use platform ROAS for platform optimization and blended efficiency for business-level monitoring, then validate both against contribution economics.
Can blended ROAS include organic revenue?
Yes, depending on how it is defined, which is why the metric should be documented clearly.