Every performance marketer knows this scenario. The marketing platform, whether it’s Google Ads, Microsoft Ads, Meta Ads, or TikTok Ads, shows 5x ROAS . You don’t believe it, so you pull the number from your backend, and it comes back 2x. Backend data must be true, right? You mark the campaign down as mediocre and move on. The marketing platform’s 5x is inflated. The problem is, your backend’s 2x isn’t the truth either. Marketing platforms count generously by design. View-through conversions, modeled conversions where consent was never granted, and a conversion window that credits a click from three weeks ago all flow into the number it…
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