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How many orders did our ad platforms actually drive?

Three platforms claimed 8,412 conversions but described 4,318 orders. 2,580 of the claims were the same order counted again.
Files
4
Rows
15,737
Checks passed
17

Blended cost per order

$92.26

Claims matching no order

1,514

Contribution after ad spend

$60,519

What went in

Jan 1 – Jun 30

Project
Ad exports and orders: January to June
Subject
Marketing & spend
Rows
15,737

Source files

  • google_ads_jan_jun.csv4,281 rows
  • meta_ads_export.xlsx3,904 rows
  • tiktok_ads_export.csv1,622 rows
  • orders_h1_2026.csv5,930 rows

The finished example

Demonstration data we built, not a customer's file.

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google_ads_jan_jun.csv
4,281 rowsChecked

Three platforms claim 8,412 conversions. They describe 4,318 orders.

Nobody is lying and the numbers still do not add up: each platform counts a conversion inside its own attribution window, so a customer who saw two ads is claimed by both. 2,580 of the claims are the same order counted again, and a further 1,514 match no order at all. Reconciled, the cheapest channel becomes the most expensive: TikTok reports $39.34 a conversion and costs $128.40 an order. Set against contribution rather than revenue it loses $35,714 over the six months, because a quarter of what it sells comes back.

1.9×Claims per traced order
$92.26Blended cost per order+84.2%
1,514Claims matching no order
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What each platform claimed, and what it can be traced to

8,412 claimed against 4,318 distinct orders

  1. 012,580 of the 8,412 claims are the same order counted again.
  2. 02TikTok is the cheapest channel on its own numbers and the most expensive on yours.
  3. 03TikTok loses $35,714 once returns and product cost are taken off.

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