Method · 24 Oct 2026 · 3 min read
Three answers to “did the ads work”
There are three honest ways to answer whether the ads worked, and they disagree by design. rouu shows all three rather than picking one.
Platform-claimed
The revenue the ad platform reports, divided by spend. It is what the platform would like you to believe, and it will usually be the highest of the three, because each platform counts a buyer it touched as its own.
Blended
All store revenue divided by all spend. It needs no attribution to be correct, and it answers a different question: whether the business works, rather than which ad did it.
Traceable
Revenue on orders that carry a campaign tag, divided by spend. This is the floor: what can actually be traced from an ad to an order.
Why the gap matters
The platforms will always claim more than the store recorded, because two of them can count the same buyer and neither can see the other. The reconciliation puts the claimed and the recorded figures side by side per campaign, so a campaign that claims revenue the store never banked is visible before more budget goes into it.
Every one of these numbers is read from its source: ad-level insights from the ad platform, orders from the store. When a source is not connected, the panel names it instead of drawing a zero.