ROAS calculator: what does your pixel miss?
Move the sliders to your own numbers. You'll see the ROAS your ads manager reports next to the ROAS your store really makes.
How much a browser pixel misses differs per store — ad blockers, iOS, cookie consent and in-app browsers all play a part. Set your own estimate.
Reported
2.00x
Real
2.50x
Ads that look like they break even may actually be profitable. Settl sends those sales back, so you judge — and the algorithm learns from — the real number.
Not sure which pixels your store runs? Try the free Pixel Checker →
About ROAS and tracking loss
What is ROAS?+
Return on ad spend: the revenue your ads brought in, divided by what you spent on them. €3.000 in sales from €1.000 in ads is a ROAS of 3.
Why is the ROAS in my ads manager lower than in my store?+
The ad platform only counts sales its pixel saw. Ad blockers, iOS privacy, cookie banners and in-app browsers stop the pixel for part of your buyers, so those sales never reach Meta, TikTok or Google. Your store has them; the platform doesn't.
How much does a pixel usually miss?+
It differs per store and audience. Stores with many iPhone buyers, strict cookie banners or traffic from in-app browsers miss more. Compare your paid orders with the purchases your ads manager reports for the same days to get your own number.
How do I get the missing sales back?+
Send purchases from a server as well as from the browser (Meta Conversions API, TikTok Events API and so on), matched to the original ad click. Settl does that for Shopify and WooCommerce without code.