Facebook Ads ROAS Calculator

iOS 14.5 privacy changes caused 20-30% attribution loss. With 84% of iOS users opting out of tracking, Facebook cannot track all conversions. Your actual ROAS is likely higher than reported. Before iOS 14, average ROAS was 3.13; after, it dropped to 1.93 - a 38% decrease in reported (not actual) performance.

Default is 7-day click, 1-day view. Use 1-day click for impulse purchases, flash sales, or low-cost items. Use 7-day click for considered purchases, higher-priced items, or B2B. Longer windows show more conversions but may over-attribute. Match your window to your typical customer decision time.

Real ROAS = Reported ROAS × Attribution Multiplier. For mobile-heavy audiences, multiply reported ROAS by 1.2-1.4 to estimate real ROAS. If Facebook shows 2.0 ROAS and 70% of your traffic is mobile, your real ROAS might be 2.4-2.8. Use server-side tracking (Conversion API) for more accurate data.

Conversion API (CAPI) sends conversion data directly from your server to Facebook, bypassing browser restrictions. It recovers 10-20% of lost conversions from iOS 14. Yes, you need it - run CAPI alongside Meta Pixel for best results. Most e-commerce platforms (Shopify, WooCommerce) have easy CAPI integration.

AEM limits tracking to 8 conversion events per domain for iOS 14 opted-out users. Prioritize your most important events (Purchase > Add to Cart > View Content). With AEM, you may see delayed reporting (up to 72 hours) and modeled conversions. This can make daily ROAS volatile but weekly averages remain reliable.

Use them directionally, not absolutely. Facebook likely under-reports by 20-40% for iOS users. Compare trends over time rather than absolute numbers. Cross-reference with your own analytics (Shopify, Google Analytics) and calculate blended ROAS (total revenue / total ad spend) for the full picture.

1-day view: Counts conversions within 1 day of someone viewing (not clicking) your ad. 7-day click: Counts conversions within 7 days of clicking your ad. View-through conversions are more controversial - someone might have bought anyway. Click-through is more directly attributable to your ad.

Focus on: 1) Better targeting (use Advantage+ for broader reach), 2) Creative testing (test 3-5 creatives per ad set), 3) Landing page optimization (match ad message to landing page), 4) Retargeting warm audiences, 5) Excluding past purchasers, 6) Using value-based lookalikes from your best customers.

Different attribution models: Facebook uses click/view attribution and takes credit for conversions after ad interaction. Google Analytics uses last-click by default. A customer might click a Facebook ad, leave, then return via Google search - Facebook claims the sale, GA credits Google. Neither is "wrong" - they measure differently.