Advertising & ROI

The ad channel that wins on day one isn’t always the one that pays you back.

By the Numbers connects Meta, Google, TikTok, and Reddit ad spend to Shopify revenue, LTV, and cohort retention in a single report. It answers the CFO question: is this channel working?

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60-second install · 14-day free trial · No credit card required

5.0 from 81 reviews on the Shopify App Store
Last 30 days · Apr 5 – May 4Compare: No comparisonSegment: All Customers
Advertising · LTV-tied performance
ChannelSpendROAS60-day repeat
Google Ads
£4,200+312%
78%
Meta Ads
£3,800+245%
64%
TikTok Ads
£2,100+189%
52%
Klaviyo Email
£890+420%
86%
Total spend
£10,990
Blended ROAS
3.4×
Net new customers
1,847
4
Ad platforms unified
Meta · Google · TikTok · Reddit
LTV
Tied to spend
Beyond day-one ROAS
Cohort
Channel-attributed
Repeat rate by source

One dashboard for the question your CFO keeps asking.

GA4, Meta, and Shopify each report a different number. By the Numbers reconciles them using your own order data as the source of truth, so you can bring one number to the weekly ops call.

  • Spend, revenue, ROAS, and CPA pulled directly from Meta, Google, and TikTok
  • Reddit Ads spend and performance in the same table
  • Reconciled against Shopify orders instead of third-party pixel data
  • Slice by campaign, ad set, and creative
  • Compare against blended new-vs-returning revenue
Last 30 days · Apr 5 – May 4Compare: No comparisonSegment: All Customers
Advertising · LTV-tied performance
ChannelSpendROAS60-day repeat
Google Ads
£4,200+312%
78%
Meta Ads
£3,800+245%
64%
TikTok Ads
£2,100+189%
52%
Klaviyo Email
£890+420%
86%
Total spend
£10,990
Blended ROAS
3.4×
Net new customers
1,847

Replace ROAS with the metric that pays the bills.

Day-one ROAS makes the cheapest CPA look like a winner. By the Numbers ties spend to 30-, 60-, and 90-day customer value, so the channels that acquire loyal customers, not one-time buyers, get the credit.

  • 30/60/90-day LTV per acquisition channel
  • Cohort repeat rate, side-by-side, by source
  • Net contribution margin per acquired customer (with COGS input)
Last 30 days · Apr 5 – May 4Compare: No comparisonSegment: All Customers
Channel revenue reconciliation
Same week, three answers
Meta says
£18,420
double-counted
Google says
£14,200
missing iOS
GA4 says
£11,840
ad-blocker loss
By the Numbers · reconciled to Shopify orders
£12,847
Reconciled
Net revenue from paid acquisition: deduplicated, attributed, and tied to orders.
Per-channel split
Google 38%
Meta 32%
TikTok 18%
Klaviyo 12%
Use it when

Three ad-budget calls backed by cohort data

Channel mix

Meta CPA looks great. Repeat rate looks terrible.

Pull 60-day cohort retention by source. If Meta cohorts repeat at half the Google rate, the budget conversation changes from creative to source quality.

Creative

Three Meta ad sets all run at break-even ROAS.

Look at downstream LTV by ad set. The break-even one with a 1.4× repeat rate is the winner. Kill the one with 1.0×.

Scale up

TikTok looks promising but you can’t justify the spend.

Filter the 30-day cohort attributed to TikTok. If AOV-on-second-order beats Meta’s, you have a defensible case to triple it next week.

“Easy integration, no work required, responsive support, and they actually listen to feedback. This app made connecting ad spend to revenue effortless.”

Blake MillDTC · Apparel

“GA4 vs UA was a nightmare for our team. This app saved us from that chaos. The segmenting tool even cut our Klaviyo bill significantly.”

Herbalize Store UKDTC · Wellness
From the blog

Related guides

Stop optimizing on the wrong number.

Install free on Shopify and connect Meta, Google, TikTok, and Reddit. See the LTV-adjusted picture by tomorrow.

Install free on ShopifySee pricing →

60-second install · 14-day free trial · No credit card required