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Open your Shopify attribution. Look at the ROAS column.

Every ROAS column
in Shopify is
a dash.

Shopify knows what you sold. It doesn't know what you spent to sell it. Meta knows what you spent. It doesn't know your COGS. Google knows your conversions. It doesn't know whether they were profitable. Three systems. None of them talking.

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Same week. Four different views.

Here's what each system tells you.
Here's what Merchint tells you.

Not an approximation. Not a manual cross-check. The same time window, the same definitions, every morning.

Shopify Attribution

What you sold.
Not what it cost to sell it.

Revenue (7d)$4,855
Sessions1,476
Conversion rate3.8%
Ad spend—
ROAS—
CPA—
Net profit—
Shopify doesn't know what you spent on Meta or Google. Every spend-derived column is a dash.
Meta Ads Manager

What you spent.
Not what it produced in Shopify.

Spend (7d)$1,635
Platform ROAS2.29×
CPA (Meta)$36.33
Frequency (TOM)2.73
Shopify revenue—
COGS—
Net profit—
Meta's ROAS uses Meta's own attribution window. It doesn't see your Shopify order data, your costs, or your margins.
Google Ads

Conversions tracked.
Profitability unknown.

Spend (7d)$1,472
Platform ROAS3.16×
US PMax ROAS1.08×
AU PMax ROAS1.89×
COGS per order—
Breakeven ROAS—
Net profit—
US PMax at 1.08× platform ROAS is almost certainly unprofitable once COGS, shipping, and fees are applied — but Google can't tell you that.
Merchint — same week

All three. Connected.
With the cost layers below.

Total ad spend$3,107
Shopify revenue$4,855
Blended MER1.56×
COGS deducted$1,240
Fixed overhead (daily)$94
Est. business profit$414
Today's callPause US PMax →
No dashes. Same time window, same definitions. The blended MER (true marketing efficiency ratio) is 1.56× — far below what either platform reports.
Why every ROAS column shows a dash

Shopify knows what sold. It doesn't know what you spent to sell it.

Open your own Shopify Attribution page right now. Look at the ROAS, CPA, CTR, and ADV columns for Google paid and Facebook paid. Every one is a dash. Shopify can see sessions from each channel and revenue attributed to each channel — but ROAS requires spend data, and Shopify doesn't have it.

This isn't a Shopify bug. It's a data architecture problem. Each platform holds one piece. Shopify Sidekick, which lives inside Shopify admin, sees the same incomplete picture. It can tell you what sold. It cannot tell you whether it was profitable to sell it, or which channel is destroying margin while the other runs clean.

What each system actually sees

The gaps aren't bugs.
They're architecture.

Each platform is limited to its own data. None of them can cross the boundary. That's not going to change — it's structural.

Shopify

What it sees

  • Every order: revenue, line items, customer ID
  • Channel attribution (last non-direct click)
  • COGS, if you've entered variant costs
  • Payment fees and discounts
  • What you spent on Meta ads
  • What you spent on Google ads
  • Fixed overhead (rent, salaries)
  • ROAS, CPA, or any spend-derived metric
Meta Ads Manager

What it sees

  • Your Meta ad spend, by campaign and ad set
  • Meta-attributed conversions (Meta's window)
  • Frequency, reach, creative performance
  • Audience overlap and fatigue signals
  • Your actual Shopify order revenue
  • COGS on the products being promoted
  • What's happening on Google simultaneously
  • Contribution margin or net profit
Google Ads

What it sees

  • Your Google spend, by campaign and asset group
  • Conversion counts and conversion value (Google's window)
  • Search terms, impression share, Quality Score
  • PMax performance by asset group
  • Your actual Shopify order revenue
  • COGS or margin on converted orders
  • What's happening on Meta simultaneously
  • Whether platform ROAS covers your actual costs
What it means in practice

The calls you can't make
without connected data.

Without Merchint — three tabs, approximate math

US PMax: leave it alone or pause it?

Google reports 1.08× ROAS. You'd need to know your breakeven ROAS (which requires COGS + shipping + fees), your contribution margin on US orders (which requires Shopify data), and whether 1.08× is actually above or below that number. Manual cross-check across three tabs. Best case, 20 minutes. Usually, it doesn't happen.

With Merchint — this morning's call

Pause US PMax. It's destroying margin.

US PMax: $395 spend, $427 Shopify revenue, $168 COGS, $28 shipping and fees — net contribution is $-164 for the week. Below your contribution floor by $164. Pause it, reallocate to NZ PMax (3.32× and profitable). The call is already there when you open the dashboard.

Without Merchint — Meta TOM campaign

TOM frequency at 2.73. Is that a problem?

Meta shows the frequency. You'd need to track whether CTR has declined, whether CPA has climbed, whether this is the same creative that's been running for 3 weeks, and whether the spend is worth continuing. Each of those questions is in a different tab. The pattern only emerges if you manually piece it together.

With Merchint — 10 days in advance

TOM frequency approaching fatigue — flag it now.

TOM is at 2.73 and climbing 0.2 per day. At this rate, frequency hits 3.0 in four days — the threshold where CPAs historically jump 18–40% for this audience size. Surface the creative refresh call before CPA compounds, not after it already has.

Watch it

See the dashes disappear.

Full walkthrough — connect your accounts, see the connected picture. Install to first ranked call.

Demo video coming soon
Pricing

Pick the role you're hiring.
No credits. No contracts.

All plans connect Shopify, Google, and Meta into one picture. The tiers determine how deep the daily call goes.

Analyst
$49 USD/mo
The daily ranked call — ads, inventory, email. No more dashes.
  • Blended ROAS + true MER (no dashes)
  • Estimated business profit — net, not gross
  • Today's Action — one ranked call daily
  • Inventory health signal
  • Business Memory
Most popular
Media Buyer
$99 USD/mo
Adds campaign-level synthesis — which campaigns are profitable, which aren't.
  • Everything in Analyst
  • Campaign-level AI insights
  • PMax search term analysis
  • Audience mix and frequency signals
Manager
$199 USD/mo
Ad set level — specific pauses, raises, margin-aware inventory calls.
  • Everything in Media Buyer
  • Ad set level Today's Action
  • Inventory health with margin context
  • Google negative keyword queue
COO
$499 USD/mo
Full capital deployment — per-collection inventory, contribution floor P&L.
  • Everything in Manager
  • Per-collection inventory health
  • Full contribution floor P&L
  • Ad copy + creative suggestions

Flat monthly · No credits · No contracts · Cancel anytime from Shopify

Stop approximating.
We do the math from the same time window,
with the same definitions, every morning.

Install takes two minutes. Connect your accounts. The dashes become numbers. The first ranked call is waiting the next morning.

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Billed through Shopify · Cancel anytime · No minimum contract

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