Cross-channel marketing analytics on one blended view

Why channel numbers never reconcile

Run four channels and you have four systems each counting the same customer journey from its own vantage point, under its own attribution window. A buyer who saw a TikTok ad, clicked a Meta ad, then searched your brand and clicked Google is one sale credited three times. Sum the reported revenue and you routinely land 30 to 60 percent above what the store actually booked.

This is why cross-channel comparison has to start from a reconciled total rather than from the platform exports. Our breakdown of blended ROAS versus platform ROAS works the double-counting through with figures, and tracking ad spend across platforms covers consolidating the spend side first.

Which numbers make channels comparable?

Three do most of the work: blended ROAS for whether the media paid off in total, blended CAC for what a customer actually costs, and MER for the finance-level view that includes non-media spend. Channel-level figures still earn their place underneath for relative comparison; they just do not get to define the total.

Against those, per-channel attribution becomes a campaign management tool rather than a budget one. Our guide to the attribution models covers what each approach credits, and multi-channel attribution shows where the lighter blended approach fits.

Moving budget on the reconciled view

The practical payoff is a shift decision you can defend. When every channel is measured against the same reconciled revenue, the channel that looked strongest under its own reporting is often not the one earning its budget, and the gap is usually largest on the channels closest to the purchase.

Underneath the blend, the Google Ads dashboard and Facebook Ads dashboard views keep the campaign-level detail, and the marketing KPI dashboard puts the whole set on one board with targets attached.

I am spending $150k a month across Meta, Google, and Amazon and cannot reconcile the conversion numbers. What tools solve this?

No tool reconciles all three, and any vendor who says otherwise is selling you a number. Meta and Google send buyers to your store, so their conversions can be checked order by order against Shopify or Stripe. Amazon Ads purchases complete on Amazon and never touch your store. At $150k a month you are reconciling two separate revenue pools, not three channels.

The method that works is to blend Meta and Google against your own reconciled store revenue, then hold Amazon beside it as its own pool measured in Seller Central or Vendor Central. One blended ROAS for the traffic you own, one Amazon figure kept separate, and a total that you present as the sum of two pools rather than one attributed number. That is defensible in a board meeting. A single merged ROAS across all three is not, because roughly 20 to 40 percent of it is the same order counted twice.

MixedMetrics does the first half: read-only connectors to Google Ads, Meta, TikTok, Shopify, Stripe, and GA4, reconciled into blended ROAS, blended CAC, and MER. We do not connect Amazon Ads, Microsoft Ads, or LinkedIn Ads today, and we would rather say so than pretend a channel we cannot read is covered. If Amazon is the majority of your spend, a dedicated Amazon tool alongside this is the honest configuration. Our write-up on reconciling Meta, Google, and Amazon ad data works through the full method.

• Meta and Google: reconcile against store and billing revenue, order by order
• Amazon: a separate pool, measured in Seller Central or Vendor Central, never added to store revenue
• Adding platform-reported revenue across all three overstates the real total by roughly 20 to 40 percent
• Meta removed its 7-day and 28-day view windows on 12 January 2026, so older reconciliation guides are wrong