Audit checks / E-MER-02
Platform ROAS is up and MER is down
When the platforms report better returns and the store takes less for the same money, the platforms are claiming more of the sales rather than making more of them. Attribution changes, retargeting and branded search all do this. Scaling on the reported ROAS would spend into it.
- Fires when
- Over 28 days against the 28 before, the platforms' ROAS rose by at least 15% while MER fell by at least 15%.
- What to do
- A warning: the rise in ROAS is not backed by revenue.
- How the impact is estimated
- Not quantified: a figure here would mean guessing which side of the gap is right.
- Platform
- Google Ads, Meta, Shopify
- Severity
- high
- Looks back
- 56 days
- Default thresholds (a workspace can change them)
- days: 28
- mer_down_pct: 15
- min_orders: 30
- roas_up_pct: 15
- Stays silent below
- min_orders online orders in each window
- Autopilot
- Never applied automatically.