Reported ROAS vs Real Bank Revenue: Why Ad Dashboards Lie

ID Ishant Dubey

• 2026-08-18 • 6 min read

Agar Google Ads keh raha hai ki usne ₹5 Lakh ka revenue diya, aur Meta Ads keh raha hai ki usne ₹7 Lakh ka revenue diya, lekin bank account me sirf ₹8 Lakh aaye hain — to baaki ₹4 Lakh kahan gaye?

The Attribution Overlap Trap

Dono platforms 7-day click attribution window use karte hain. Agar kisi user ne subah Instagram par ad dekhi aur shaam ko Google Search karke kharida, to Meta aur Google dono us ek sale ko 100% apna claim karte hain.

The Solution: Track Blended MER & First-Party Click IDs

Platform dashboards ko sirf directional indicator ke roop me use karein. Asli growth decisions Marketing Efficiency Ratio (MER = Total Revenue / Total Ad Spend) aur first-party server analytics ke basis par lein.

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About the Author: Ishant Dubey

Ishant is a Performance Digital Marketing Consultant & founder of 8 Bit Digital Solutions (Bhopal). With ₹2Cr+ in ad spend managed across Google Ads, Meta Ads, and server-side tracking pipelines, he helps D2C, education, and service brands build profitable growth systems.