Why the dashboards disagree
A person can see a Meta ad, click a Google ad, return directly and place an order. Each platform can apply its own attribution model and reporting window. Their credited conversions may overlap. Shopify and marketplace order records answer a different question: which orders were actually placed, paid, fulfilled and retained after refunds.
Use two reporting layers
The first layer is media optimization: platform-reported conversions, creative response, search queries, acquisition cost and budget pacing. These directional metrics help decide which campaign to test or pause. The second layer is commercial reconciliation: qualifying product revenue, orders, discounts, refunds, shipping and tax exclusions. One cannot substitute for the other.
Define the base before the campaign
Agree on which stores and seller accounts are included, how canceled and unfulfilled orders are treated, whether shipping and taxes count, and how refunds are credited later. Identify duplicate imported orders between Shopify and Amazon. Record those definitions in the contract before the first invoice.
Look at contribution, not only ROAS
An impressive return on advertising spend can still leave the merchant unprofitable when product cost, shipping, payment processing, marketplace charges, returns and management fees are considered. Product-level contribution is the harder but more useful decision metric.
A practical monthly review
Start with qualifying order exports. Reconcile adjustments and payment status. Compare total ad spend with retained sales and the contribution estimate. Only then review platform attribution to decide what to change next. This gives the merchant one honest commercial picture.
Bring this thinking to your store.
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