Which ad got the credit for a sale? Reality after iOS

An ad platform counts the sales it believes it caused. Your shop counts the orders that actually arrived. The two numbers can differ, and when they do, only one of them is yours.

Why they differ

This article states nothing about how any ad platform's tracking works today, because platform policies change. What does not depend on any policy: the platform's number is the platform's own count, and your store's order list is a record you hold.

What Klirry uses

Klirry decides on the numbers matched to your store's orders. The ROAS the ad platform reports is shown only as a diagnostic, never as the number a decision rests on.

To match an order to an ad, Klirry looks at the order's landing information in this order:

• a Meta click ID (Klirry records only whether one was present, not the ID itself)
• campaign tags (UTM) that mark a paid Facebook or Instagram visit
• otherwise the order is not matched to an ad

What to do

Compare both numbers for a while and note the gap, then use the matched one against your break-even. The calculator gives the break-even for an order, and why high ROAS can still lose money shows what happens when a good-looking ROAS sits below it. The methodology page describes how Klirry decides, and pricing covers the price.