RxDreams / field note
When every ad platform claims the sale, what should you trust?
Platform ROAS is useful context, but it is not a complete view of business performance. Reconcile reporting definitions before moving budget.
Match the reporting window first
Different time zones, attribution windows and conversion timestamps can produce different totals. Record the definitions before treating a difference as a tracking failure.
Separate platform attribution from total sales
Multiple platforms may each attribute a conversion under their own rules. Do not add their attributed revenue together and treat it as unique business revenue.
Bring in the commercial context
Review actual revenue, cancellations, refunds and margin alongside media spend. The right decision depends on the economics of the business, not the largest dashboard number.
Write the next decision, not just the report
End the review with a question to test, a responsible person and a review date. Use the same measurement definitions when checking what changed.
Make this useful in your own operation.
Bring your platform, offer and the specific blocker into one brief. Agree the facts, the dependencies and the next action before committing spend.