True ROAS vs reported ROAS
Why the number in your ad platform is almost always wrong, and how Omesta fixes it.
4 min read•Updated April 11, 2026
Reported ROAS is what your ad platform shows you. True ROAS is what actually happened in your bank account. The gap is usually 15-40%.
Why they differ
Reported ROAS uses the ad platform's attribution window (typically 7-day-click, 1-day-view) and counts every conversion the pixel saw. True ROAS reconciles against Stripe, removes refunded revenue, removes non-attributed conversions, and applies your chosen attribution window.
The components
- Revenue from Stripe, net of refunds and chargebacks.
- Ad spend from the ad platform, net of platform credits and refunds.
- Attribution multi-touch weighted by your model (first-click, last-click, linear, position-based, Markov).
- Time window configurable: 7, 14, 28, 60, or 90 days.
What changes operationally
When you switch from reported to true ROAS, most accounts find 1-3 "winning" campaigns that were actually unprofitable, and 1-2 "losing" campaigns that were actually profitable. Reallocating based on truth typically lifts net margin 10-20%.