ROAS on what stayed
Meta says 3.2×. After VAT, goods, fees and returns, it may be 1.1×.
Platform ROAS is revenue claimed over spend. Revenue includes VAT and pays for goods, fees and returns before it pays for ads. True ROAS, in Profflow, is measured on what the attributed orders kept. Marketing shows both side by side, and the gap in euros.
Below 1.0× on what stayed, an ad loses money by arithmetic, not by opinion.
Not answered? Write to hello@profflow.co — usually answered within a day.