For Shopify stores buying ads on Meta, Google, TikTok and Pinterest.
One ROAS, every channel. Each ad platform reports its own return from its own pixel. Marginal reads your Shopify orders and every ad account each morning and gives you the number that matters: what you spent, everywhere, against what your store actually sold.
One ROAS across every channel: total spend against what Shopify actually recorded.
Spend from every platform in one table, against the revenue Shopify actually recorded. One blended ROAS and CAC, because Shopify can't tell us which channel a given order came from and we won't guess.
What changed, why we think it changed, and what we'd do about it. Written from your numbers, with the sources listed at the bottom so you can check us.
"Why did blended ROAS drop this month?" gets an answer that cites the rows it used.
If a number isn't in your connected data, it isn't in the report.
You spent $4,150 more on ads than in the previous 30 days, almost all of it on TikTok (+$2,410) and Meta prospecting (+$1,540). Shopify revenue rose $14,110. Blended ROAS slipped from 5.8x to 5.5x and blended CAC rose from $56.54 to $61.29.
Why. We can't split the extra revenue by channel; Shopify doesn't record which ad drove an order. What we can see: TikTok's clicks are the cheapest ($0.28) and its CTR the lowest (1.71%), and Meta's CPC rose while its clicks fell.
Shopify Orders API (1,204 orders) · Meta Marketing API · Google Ads API · TikTok Marketing API · Shopify product costs (91% of revenue covered)
Meta, Google, TikTok and Pinterest each report conversions from their own pixel, in their own window. Add their numbers up and you'll get more revenue than your store took. Marginal adds up what you spent, everywhere, and puts it against what Shopify actually recorded. One ROAS. One CAC.
sources read every morning: Shopify, Meta, Google, TikTok, Pinterest.
rolling window behind every number. Same window for every channel, so the comparison is fair.
estimates, models or industry benchmarks. If it isn't in your data, it isn't in the report.
ROAS and CAC are blended on purpose: Shopify doesn't record which ad drove an order, so a per-channel figure would be a guess. We'd rather show one true number than four invented ones.
Install from the App Store and pick a plan — your orders sync while you do, and everything refreshes each morning after. Every plan starts with a 14-day free trial. We read; we never write to your store.
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