You can compare platforms and act on these figures.
Grow online revenue while holding blended return above 3.4×
Northwind Supply · attribution 7-day click, 1-day view · data 1 hour old
- All three platforms optimise toward the same purchase event.
- Event coverage is 97% against server-side order records.
- Attribution windows are consistent across platforms, so ROAS is comparable.
- Six percentage points are withheld because view-through attribution on Meta cannot be independently verified.
Primary conversion
The single event this brand is judged on
Server-side and browser events are deduplicated. Value data is present on 97% of events.
Secondary conversions
Tracked and useful, but never the success metric
- Add to cart99%9,420 / 7d
Used as a signal for optimisation, never as a success metric.
- Initiate checkout98%3,860 / 7d
Useful for diagnosing drop-off between cart and purchase.
- Newsletter signupMeta94%640 / 7d
Tracked but not optimised toward.
Platform objective mapping
Whether each platform is actually optimising toward the business goal
- MetaAlignedPlatform objectiveSales — ConversionsOptimising towardPurchase
Optimising for the same event the business is measured on.
- GoogleAlignedPlatform objectivePerformance Max — Maximise conversion valueOptimising towardPurchase (primary conversion action)
Value-based bidding with a 450% target return. Correctly configured.
- TikTokAlignedPlatform objectiveWebsite Conversions — Complete paymentOptimising towardComplete payment
Pixel and events API both firing.
Why Adara insists on this screen
Measurement is the precondition for every other decision the product makes
A platform can only optimise toward what it can see. When a conversion event is incomplete, the platform is not misbehaving — it is doing exactly what it was told, using worse information. And when two platforms see different fractions of the truth, comparing their cost per result is not a comparison at all.
That is why Adara withholds budget recommendations for a brand whose measurement confidence falls below 60%, and says so out loud rather than quietly producing advice that looks reasonable and is wrong.