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Meta ROAS Reality Check

Brands typically uncover €30K–€80K/month in hidden Meta revenue

The ROAS in your Meta dashboard is almost certainly wrong. iOS 14+ killed attribution for a large chunk of your traffic – and most brands don't know how much revenue is disappearing from their reports.

Why your ROAS is underreported

63% of iOS users opt out of tracking when prompted by Apple
iOS accounts for 45–65% of traffic for most e-commerce brands
When those users convert, the sale is invisible to Meta's pixel
Your reported ROAS reflects maybe 65–75% of real performance
Meta's algorithm optimises on incomplete data – campaigns underperform as a result

Real example

A DTC brand was reporting a 2.1 ROAS on Meta. After rebuilding their tracking with server-side CAPI, attributed conversions jumped 30% – real ROAS was closer to 2.8. The algorithm immediately improved campaign delivery.

Reported ROAS in Meta Ads Manager

The ROAS number you see in your Meta dashboard right now.

Monthly Meta ad spend (€)

What share of your traffic comes from iOS devices?

Check in GA4 under Audience → Technology. If unsure, choose Medium.

Do you have server-side Meta CAPI set up?

Based on Apple ATT opt-out rates and Meta attribution benchmarks. Results are estimates.