I just audited one ad account. ROAS over 16. But something was fishy, as CR in FB was over 15. I assumed what's the issue, and checked % of view-through conversions. No surprises there - over 80% of sales were view-through. The sad thing is that their current agency never...
...highlighted this to them. They were claiming they are getting an amazing ROAS, while the truth is the brand has a huge organic presence, so FB is just overattributing those view-through sales. Which are not incremental at all. Why? Cause the Shopify revenue wasn't growing
@IstvanicMarin Sounds sketch. It was on the default 7 day click, 1 day view or they had changed the attribution settings to be wider for views?
@NotZainAgain It was on default, but the agency never mentioned this to the client, and revenue wasn't growing at all So they either a) didn't know what was happening b) knew, but didn't mention it and hiding behind a great FB ROAS Either way - big red flag
@IstvanicMarin What do you use on default? 1 day click optimization?
@danielvargaecom It depends on the client, AOV & % view conversions
@IstvanicMarin I see this way way too often with audits. It’s unfortunate and makes me question how many ppl/agencies DO know, or how many are just incompetent.
@max_rosewater I had the same question, and to be honest, not sure which answer would be more sad :/
@IstvanicMarin Of course they were not going to highlight it was view throughs, they want the ROAS! Does make you wonder how much of an eye the brand had on reported ads ROAS vs Shopify revenue. If this is wonky then there has to be something weird going on.
@Rich_Muskett but maybe they just didn't know this was happening, which is even bigged red flag