Consolidated performance reports for e-commerce

Why average ROAS lies

Suppose Google Ads spends US$1,000 and returns US$4,000 (4x ROAS), while Meta spends US$9,000 and returns US$9,000 (1x ROAS). The simple average is 2.5x. But the business invested US$10,000 and recovered US$13,000: the real ROAS is 1.3x.

The difference is not a mathematical detail. It is the difference between believing the account works and seeing that most of the budget is performing below what is needed. The more uneven the spend between channels, the larger the error.

Correct consolidation, step by step

Clarika first sums the raw metrics from each platform: spend, revenue, conversions and clicks. Only then does it calculate ratios on those totals. If a client has accounts in dollars, pesos and reais, it converts each metric to the reporting currency using the daily exchange rate before adding.

The result is a report that survives the most important question: “How much did we invest and how much did we recover?” There is one answer, not one per platform.

• Macro-ROAS = total revenue / total spend.
• Consolidated CPA = total spend / total conversions.
• Currency normalization before any aggregation.

What to look at beyond ROAS

Consolidated ROAS is the starting point, not the end. A useful e-commerce report also shows cost per acquisition, revenue trend, conversion volume and performance by campaign. If the business runs on tight margins, CPA matters as much as return.

The campaign table shows which ads support the result and which consume budget without contributing. That granularity turns the report into a decision tool instead of a decorative summary.

• Spend vs. revenue trend over time.
• CPA and ROAS by channel and consolidated.
• Best- and worst-performing campaigns.
• Notes on seasonality, stock and mix changes.

E-commerce with catalogs and multiple markets

When the client sells in several countries, currency stops being a detail. A campaign can look profitable in one currency and fail after conversion. That is why normalization must be part of the calculation, not a footnote.

Clarika fetches daily exchange rates and applies them to each monetary metric. If the rate service fails, it uses a fallback table so the report does not break. Consistency matters more than sophistication.