First-Party ROAS & POAS

First-Party ROAS & POAS shows what each ad platform returned for its spend, using das Pixel’s own attribution and your Shopify orders. Every platform is measured the same way, instead of each one grading its own results.

The First-Party ROAS & POAS report, with the spend against revenue chart and the platform table

How It’s Calculated

The report has one row per ad platform with spend or attributed revenue in your date range.

  • Spend: what the platform reports you spent each day, from its campaign sync.
  • Attributed Revenue: the Total Sales of orders das Pixel credits to the platform, net of refunds. It follows the report rules in das Pixel Attribution. A remembered click up to 90 days old can count, and Google Ads wins when the customer’s browser remembers clicks from more than one platform.
  • First-Party ROAS: Attributed Revenue ÷ Spend.
  • Attributed Profit: Attributed Revenue × your gross margin across the date range.
  • POAS: Attributed Profit ÷ Spend.
  • Reported ROAS: the platform’s own conversion value ÷ Spend, shown for contrast and never mixed into the other columns.

Each platform’s own figure counts something different:

  • Google Ads: purchase conversion actions only
  • Meta: purchases within 7 days of a click
  • TikTok: purchases under its default window
  • Microsoft Ads and Reddit Ads: no conversion value is reported to By the Numbers, so Reported ROAS shows —

When the purchases-only Google figure or the 7-day Meta figure isn’t on file for every day in the range, the platform’s whole figure is used instead.

Attributed Profit and POAS show — until at least one product variant has a unit cost. The margin uses whatever costs are on file, so it’s only as complete as your unit costs. The Unit Cost Coverage report shows which products are missing one.

A platform appears once you’ve connected it under Integrations and its campaigns have synced. The report filters by date range only, not by segment or sales channel.

When the First-Party Columns Are Blank

Attributed Revenue, First-Party ROAS, Attributed Profit and POAS are blank when das Pixel isn’t connected, or when the date range starts before it was last connected. A note above the table says so, and Spend and Reported ROAS still show.

What Good Looks Like

  • First-Party ROAS above 1x: the platform’s traced orders brought in more revenue than it cost.
  • POAS above 1x: they brought in more gross profit than they cost. A ROAS above 1x can still lose money once product costs are counted.
  • First-Party ROAS below Reported ROAS is normal. Platforms estimate conversions they can’t see, match people across devices, and can claim sales another platform also claims.

In the chart, each platform is a point at its spend and attributed revenue. Points above the Break-Even (1x) line earned more than they cost.

The right target depends on your margins and how much repeat business a new customer brings. There’s no single number that’s good for every store.

What to Do About It

  • Compare POAS across platforms before moving budget. It’s the column that accounts for product costs. If you also run Google Ads, the other platforms can read low, since reports credit Google first.
  • Look at the gap between First-Party ROAS and Reported ROAS. A platform whose own figure is far above das Pixel’s claims sales das Pixel can’t trace to it. das Pixel Attribution lists the usual reasons.
  • Don’t treat a traced sale as proof the ad caused it. A credited click shows the click came first.
  • Select Get AI Insight to have Copilot explain the report for your date range.

Where to Find It

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