Ads without smoke: return is measured against your store, not the platform
Try this exercise: add up the sales Meta claims it generated for you last month, plus the ones Google claims. In many accounts, that sum is bigger than the store's total sales. It is not magic: it is attribution. Each platform books every conversion it can, including the ones the other channel also claims and the ones that would have happened anyway.
The return that cannot be inflated
That is why our yardstick is different: channel return. All ad spend against all the sales the store confirmed in the same period. Every peso next to how many pesos actually came in. That figure does not depend on attribution windows or on the algorithm's mood, and it is the one you see in your panel every day.
Platform return tells you how the ad is doing. Channel return tells you how the business is doing.
What changes when you measure this way
- Budget decisions are made on real sales, not on metrics that defend themselves.
- Suspicious spikes get caught fast: if the platform celebrates and the store does not, something smells.
- The conversation with your agency changes from "look at the reach" to "look at what came back".
What you can demand starting today
You do not need to work with us to apply this. Ask whoever runs your ads for both figures together: what each platform attributes, and the store's total confirmed sales against total spend. If they only show you the first one, ask why. We leave the second one live, in your panel, peso by peso.
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