Why Meta ROAS dropped after iOS 14.5
Attribution is a fraction of what it was pre-ATT. Reported ROAS in Ads Manager is typically 20–40% lower than blended ROAS because conversions are dropping from the pixel. Trust your actual revenue ÷ spend, not the dashboard.
- • Use Conversions API (CAPI) to recover 15–30% of lost events.
- • Compare weekly blended ROAS to in-platform ROAS to find the gap.
- • Reels CPM is half of Feed but CR is usually lower too.
Where to find leverage
Creative beats targeting. A 2× CTR usually outperforms a 20% CPM reduction. Test 5–10 new hooks per week and rotate winners into broad audiences.
Related guides
Long-form playbooks on the same topic, written by the RevenueLab editorial team.
FAQ
What's a good Meta Ads ROAS?
DTC ecom usually targets 2.5–4x blended. High-margin info products run at 1.5–2.5x and still scale. Anything below your break-even ROAS is a loss.
Should I use 7-day click or 1-day click attribution?
7-day click + 1-day view is Meta's default and most representative. For impulse / paid social, 1-day click matches reality closer.
Why is my in-platform ROAS so different from Shopify?
Post-iOS 14.5, the pixel under-attributes by 20–40%. Use CAPI server-side events and trust blended ROAS (revenue ÷ ad spend) over reported.