Working example — Paid Media Management & Reconciliation

The platforms report their own scoreboard. This is the real one.

A DTC eyewear brand's 24 months of paid media, reconciled against actual Shopify revenue rather than platform-reported conversions — the gap between the two numbers changes the entire read on whether media is working.

12.35x

True MER against Shopify revenue — well above the platform-reported figure

8.03x

ROAS as reported by the ad platforms themselves

~33%

of online revenue never claimed by any campaign at all