Facebook Is Lying To You About Revenue: Implications of iOS14.5 and ROAS

tl;dr Statistically modeled conversions in Facebook don’t have revenue tied to them, therefore ROAS is being under-reported. This implies we as advertisers need to figure out other ways to measure accurate performance, like using AOV from Google Analytics and purchases from your desired attribution window to build a more accurate ROAS. What the heck happened…