<b>Advantage+ Shopping reports 31% higher ROAS than it actually drives</b>

<b>Advantage+ Shopping reports 31% higher ROAS than it actually drives</b>
Across 22 ad accounts running geo-lift tests, 90d. ROAS = revenue per ad dollar; incremental ROAS strips out sales you'd have gotten anyway.
— Platform-reported ROAS: median 4.1x
— Incremental ROAS (geo holdout): median 2.8x
— Gap: 31% of credited revenue was non-incremental
The gap widens on retargeting-heavy ASC campaigns (40%+) and narrows on pure prospecting (12%).
Read: judge ASC on a lift test, not the in-platform number — you're paying CPM to reach buyers Meta would have closed for free.