Blended ROAS versus Aplon-attributed ROAS

Aplon reports ad performance two ways, and they answer different questions.

Blended ROAS, sometimes called MER, is total revenue divided by total ad spend. It ignores which ad a customer saw. It is the honest top-level number: it cannot be inflated by double-counting, because every sale and every pound of spend is counted once.

Aplon-attributed ROAS ties specific orders to specific ads, using Aplon's own storefront pixel rather than the ad platform's reporting. It is what tells you which campaign to scale.

The two will not match, and neither is wrong. Platform-reported ROAS is usually the highest of all, because each platform claims credit for the same order.

For deciding whether advertising is working overall, use blended. For deciding where to move budget, use attributed. For deciding whether a platform is telling you the truth, compare its own figure against Aplon's attributed one.

Attribution needs the Aplon pixel installed on your storefront, which happens automatically when you connect your store.