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Why Blended ROAS is the Answer to Overlapping Attribution in 2025

If you're running multi-channel campaigns, you've probably faced this frustrating scenario: Google claims 100% credit for a sale, while at the same time, Meta confidently declares that their platform drove the exact same sale. Suddenly, you're left scratching your head, trying to untangle overlapping attribution and figure out where your marketing dollars are truly working.

This isn't just an annoyance—it's a critical inefficiency that can lead to bad decisions. Over-attributing revenue to one platform means you might be scaling the wrong campaigns or underinvesting in channels that actually drive results.

The Problem: Overlapping Attribution. A Broken Attribution System

In 2025, the customer journey is more fragmented than ever. A single buyer might:

  1. Click on a Meta ad.

  2. See your retargeting campaign on Google Display.

  3. Search for your brand on Google.

  4. Finally purchase after clicking an email.

Yet, both Meta and Google confidently attribute 100% of the sale to themselves, without acknowledging the interplay between their platforms. This double attribution inflates numbers, distorts your ROI calculations, and makes it harder to allocate ad spend effectively.

So, how do we move forward when the current attribution model is clearly outdated?

Overlapping attribution between google ads and meta ads
Help!!

The Solution: Blended ROAS

Enter Blended ROAS—a smarter, more balanced approach to understanding ad performance. Unlike traditional ROAS, which evaluates individual platforms in isolation, Blended ROAS distributes credit across multiple touchpoints. Here's how it works:

  • When both Meta and Google claim a sale, Blended ROAS allocates a percentage of the revenue to each platform based on their contribution.

  • For example, if a Meta ad generated the initial click and Google search drove the final conversion, Blended ROAS might assign 40% of the revenue to Meta and 60% to Google.

  • This creates a more accurate picture of the customer journey, letting you see which platforms are truly working together to drive sales.

Why Blended ROAS Matters in 2025

As we navigate a multi-channel world, Blended ROAS is no longer a “nice-to-have”—it’s essential. Here’s why it’s beneficial:

  1. Clearer Decision-Making: With Blended ROAS, you’re not blindly scaling a platform based on over-inflated claims. Instead, you can confidently invest in the channels that are genuinely driving incremental revenue.

  2. Recognizing Collaboration: Marketing channels don’t operate in silos. Meta might drive awareness, while Google seals the deal. Blended ROAS acknowledges this collaboration, giving each platform its due credit.

  3. More Efficient Ad Spend: When you know the true value of each channel, you can optimize your budget for maximum impact—whether it’s reallocating spend or doubling down on high-performing cross-platform strategies.

  4. Avoiding Double Counting: Instead of attributing 200% of the revenue across platforms, Blended ROAS ensures you’re working with a realistic picture of your marketing ROI.

But Is It Perfect?

While Blended ROAS is a big step forward, it’s not without its challenges:

  • Complexity: Implementing a Blended ROAS model requires robust tracking, tools, and attribution models. It’s not a plug-and-play solution.

  • Data Dependency: The accuracy of Blended ROAS depends on the quality of your data. If your tracking isn’t airtight, the results can still skew.

  • Buy-In from Platforms: Meta, Google, and others don’t natively support Blended ROAS, meaning you’ll need third-party solutions or internal analytics to make it work.

That said, for businesses tired of the attribution guessing game, Blended ROAS is a game-changer. By focusing on collaboration and transparency, it aligns better with how customers actually behave in 2025—multi-touch, multi-platform, and multi-device.

The Takeaway

In a world where ad platforms fight to claim the same revenue, Blended ROAS brings clarity and fairness to the table. It won’t solve every marketing challenge, but it will give you a far more realistic picture of how your campaigns are performing and where your money is best spent.

The question isn’t whether Blended ROAS is beneficial in 2025—it’s whether you can afford to ignore it.

And if you don’t want to spend time building your own solution, Shoplytics’ advanced tracking already includes this feature, offering powerful insights at a fraction of the cost of other tools with fewer capabilities.

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