Attribution FAQ: Why is the sum of Google Ads and Facebook Ads revenue more than my the revenue of my ecoommerce store?

Firstly, please note that alle revenue from marketing channels are reported incl. VAT. The revenue reported from the "webshop" is reported excl. VAT. Make sure to compare both numbers incl. VAT.   

Important to know about attribution;
In today's digital landscape, achieving 100% correct marketing attribution remains an impossible goal, largely due to evolving privacy initiatives like ITP, iOS updates, and WebKit privacy enhancements.


Question:
"Why is the sum of Google Ads and Facebook Ads revenue more than what is reported by my ecommerce store?"

Answer:
Sometimes you'll see the aggregated sum of Google Ads and Facebook Ads revenue being more than what's reported by your ecommerce store. This discrepancy is due to the fact that both platforms might claim attribution for the same sale since they both played a role in the customer's journey to purchase. It's important to remember that these figures don't necessarily represent double counting of revenue, but rather the way the platforms assign credit for conversions. Facebook Ads has ex. 1 day view and 7 day click. Google Ads might have 30 day click and 1 view. 

Let's illustrate with an example. 
John is searching for a new pair of sneakers. He types "New Balance shoes" into Google and clicks on an ad from SneakerShop.com, but doesn't finalize a purchase. The following day, he comes across a Facebook ad for SneakerStore.com and signs up for their newsletter to receive a 10% discount on his first order. Subsequently, Klaviyo sends him an email with the discount code, and John completes his purchase. This creates a customer journey that flows from Google Ads>>Facebook Ads >> Klaviyo.

 

Who should have the honor of the sale? 

Reaktion sends John's order with our server-side tracking to BOTH Google and Facebook Ads. Why? Because the optimization algorithm needs data and both play a part in the customer journey. 

This is called channel overlap and is present for all tracking platforms with integrations to more than one marketing channel.