What to scale and what to turn off — with real profit, not Meta's ROAS.
Meta takes credit for sales that aren't its own. It shows you an optimistic ROAS, with nothing subtracted. Here you see the truth: real profit by campaign, by ad set, by creative.
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3.4x
Real ROAS
2.1x BE
Meta isn't lying to you — it's telling you a partial truth that looks like a lie
Meta calculates ROAS = attributed revenue / ad spend. That means it counts sales it didn't cause (aggressive attribution) and subtracts no costs at all (product, shipping, Mercado Pago, installments, agency). The number you see isn't your ROAS — it's the best possible version of your ROAS, designed to keep you spending.
"Meta says 4x ROAS but when I run the numbers I'm losing money"
"Meta takes credit for sales that aren't its own"
"I don't know which campaign to turn off and which to scale"
"I raise the budget and pray"
Excel, Meta and your accountant weren't built for this.
Meta only subtracts ad spend
It doesn't subtract product, shipping, Mercado Pago, installments, agency or discounts. That's why 4x ROAS can mean a negative margin.
Your agency shows you Meta's ROAS
Because it suits them. Their KPI is ROAS, not your profit. Pretty reports, but they don't show you how many campaigns are in the red.
You turn off campaigns by gut feel
Without True ROAS per campaign, you decide on instinct: 'I don't think this one is working.' Sometimes you kill winners, sometimes you scale losers.
How your True ROAS is calculated
We match real orders (from your store) with real ad spend (from Meta). We subtract every cost: product, shipping, fees, installments, agency, discounts. The number you see is real profit / ad spend = True ROAS. It works by campaign, by ad set and by creative.
My agency charged me $180K a month and sent me reports that were useless. Meta said one thing, Google another, and I didn't know if I was making or losing money. With Escalafy I saw the truth: I was burning $300K a month on ads that didn't convert. I switched agencies, optimized with real data, and now I bill three times as much with half the ad spend.