Ad-platform revenue versus collected cash

Ad platforms report conversion value from their own tags. Your bank sees collected payments minus refunds. Enter both for the same period to see the gap and the return on spend each one implies.

Ad spendRevenue reported by the ad platformPayments collected (same period)Refunds on those paymentsFailed payments (not collected)

Platform return on spend: 3.50x
Cash return on spend: 2.58x
Reported but not collected: $3,700
Share of reported value collected: 74%
Failed payments to recover: $400

Cash return on spend is not profit. Subtract product costs, fees and margin before deciding a campaign pays for itself.

How to read the result

If cash return is well below platform return, the platform is counting value that never arrived: duplicate conversions, refunded orders, failed cards, or sales that would have happened without the ad. Budget decisions should use the cash figure.

Where to get each number

Ad spend and reported revenue: Google Ads, Campaigns, columns Cost and Conv. value.
Collected payments and refunds: Stripe, Payments, export with Amount and Amount Refunded.
Failed payments: Stripe, Payments filtered by Failed.

Use this with your own numbers. Keep the evidence private, attach a budget and a review date.

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