Why Your Meta Ads ROAS Is Lying to You
TL;DR Pixel undercounts iOS conversions after ATT while view-through over-credits inflates the total AEM is a statistical model, not a measurement, hiding modeled data behind clean dashboards Server-side UID attribution catches both lies; reported ROAS typically runs 1.5x to 2x real Meta Ads ROAS is inaccurate because the pixel misses a large share of iOS […]