Underreported conversions from iOS14, ad-blockers, and signal loss.
Inputs
Sum of revenue across ad platforms
Revenue from same period in Shopify/store
Total ad spend in same period
Results
Tracking gap—%
Reported ROAS
—
True ROAS
—
Multiplier
—
Apply this gap to other campaigns
When evaluating any future campaign, multiply platform-reported revenue by — to estimate true revenue.
Example below uses the multiplier on a hypothetical campaign.
About this calculator
Since iOS14.5 launched in April 2021, ad platforms can no longer track most iOS users between apps without explicit opt-in (which most users decline). The result: Meta, TikTok, and Snapchat under-report conversions because they can\'t match many in-app ad clicks to website purchases. The gap is real and persistent — every DTC operator running paid social in 2026 deals with it.
The simplest way to measure your gap is the reconciliation method: take a calendar month, sum up all platform-reported revenue (Meta + Google + TikTok ads accounts), and compare to actual revenue in your store. The ratio is your "true scale" multiplier. If reported revenue is $200K and actual is $250K, your true scale is 1.25× — every $1 of platform-reported revenue corresponds to $1.25 of actual revenue.
Apply this multiplier when evaluating campaign decisions. A campaign showing 2.5 ROAS in Meta with a 1.25× multiplier is actually running 3.1 ROAS — which might be above your profitability threshold even if 2.5 looks below it. Decisions made on raw platform metrics consistently undercut profitable spend.
The multiplier isn\'t static — it varies by audience demographics (younger audiences have higher ATT opt-out rates and bigger gaps), traffic mix, and tracking setup quality. Recompute monthly. Pair this with the Click vs View Attribution Gap calculator to separate first-click from view-through tracking issues.
Frequently asked questions
How big is the iOS14 tracking gap in 2026?
For ecommerce, Meta typically underreports conversions by 15-35% post-iOS14 (varies by audience age, mobile mix, and ATT opt-out rate). Google Ads reports more accurately due to login-based identity (less impact). TikTok and Snapchat are similar to Meta. The gap has narrowed since 2021 but hasn't closed.
How is the gap calculated?
The simplest method: compare platform-reported revenue against a single source of truth (your Shopify or DTC platform). The ratio of actual / reported is your "true scale" multiplier. Most operators run this monthly and apply the multiplier when evaluating campaign ROAS.
Should I trust the platform-reported numbers at all?
For optimization signal — yes, the platforms' algorithms work fine on whatever data they receive. For absolute revenue measurement — no, always reconcile against your store data. The two have different jobs: platform metrics are for in-flight optimization, store data is for truth.
Does CAPI / server-side tracking close the gap?
Partially. Conversions API recovers ~50-70% of the iOS14 gap by sending events server-to-server, bypassing browser limitations. It doesn't fully close the gap because Apple's ATT framework still affects matching quality. CAPI is mandatory in 2026 — without it, your tracking is significantly worse than competitors'.
How does this affect my reported ROAS?
If platform reports $30K revenue at $10K spend (3.0 ROAS) and you have a 25% tracking gap, true revenue is closer to $40K (4.0 ROAS). This matters because campaign decisions made on platform-reported ROAS will undercut profitable spend. Always evaluate scaling decisions on gap-corrected numbers.