Your Meta Ads dashboard has been flattering you. Not on purpose — that’s just how traditional attribution works. It counted everyone who purchased after seeing an ad, whether the ad caused the purchase or not. Meta’s incremental attribution, launched in April 2025, finally shows you what actually happened. For most WooCommerce stores running retargeting, the … Read more
On January 12, 2026, Meta permanently removed the 7-day view and 28-day view attribution windows from its Ads Insights API. Reported conversions dropped 15–40% overnight, with no change to campaigns, budgets, or targeting. If your ROAS looks worse this quarter, your ads almost certainly aren’t the problem — Meta changed how it counts, not how … Read more
Safari accounts for approximately 24% of all global browser traffic (Apple WebKit, 2025)—and iOS 26 now strips Google’s click ID from every standard Safari session before your WooCommerce store ever loads. That’s not a fringe privacy setting. That’s 1 in 4 of your visitors arriving with no signal for Google Ads to follow. The distinction … Read more
You run one sale. Three platforms claim credit for it. Meta reports 26% more conversions than your analytics tool. Google Ads over-attributes by 15-20%. GA4 may underreport by 18-35%. Add it up and 100 actual WooCommerce orders can appear as 180 conversions across your dashboards. This isn’t a glitch. It’s three different attribution systems doing … Read more
Meta’s Ads Manager has been telling your WooCommerce store it’s driving 8x ROAS on retargeting. Incremental attribution is now telling a different story: 75% of those retargeting conversions would have happened without your ads (Cometly, 2025). That 8x ROAS may be a 2x iROAS. The measurement wasn’t lying—it just wasn’t measuring the right thing. Meta … Read more
Meta’s incremental attribution launched in April 2025 with a quiet setting change that rewrote the economics of WooCommerce advertising. 75% of conversions attributed to retargeting campaigns would have occurred without the ads — meaning the 8x ROAS your campaign manager celebrates may actually be a 2x incremental ROAS at best (Cometly, 2025). One documented WooCommerce … Read more
Here’s the uncomfortable truth about your marketing data: 68% of multi-touch attribution models over-credited digital channels in 2025 (MarTech Series, 2025). That means most WooCommerce stores are probably cutting channels that work and doubling down on ones that don’t. The fix isn’t a better dashboard. It’s an attribution audit — one that starts from your … Read more
Your WooCommerce store completed 50 orders last week. Meta reports 80 conversions. Google Ads claims 65. Both are counting the same 50 sales. Ad platforms overclaim attribution by 40–60% versus actual revenue (Triple Whale DTC Benchmark, 2025)—and most WooCommerce stores have no structural protection against it. How to Stop Every Platform From Claiming the Same … Read more
Your Facebook dashboard says 6x ROAS. Google Ads says 4.8x. Your WooCommerce revenue report says you barely broke even. According to Commerce Signals (2025), 40-60% of digital marketing spend is wasted due to poor attribution—and the biggest culprit isn’t your campaigns. It’s the fact that every platform you run ads on is claiming the same … Read more
It’s Monday morning. You open three tabs: GA4, Facebook Ads Manager, Google Ads. Same store, same week. Three completely different conversion numbers staring back at you. 68% of multi-touch attribution models over-credited digital channels in a 2025 analysis of 1,000+ ad accounts (MarTech Series, 2025). Every platform is inflating its own score—and most WooCommerce stores … Read more
