Overview
A high-volume online store. The client's name and industry are confidential at its request. We run its Google and Meta advertising, about ₪1 million over two months. The metric we work by here is MER: all actual store sales divided by all ad spend. Not the revenue Google and Meta attribute to themselves.
The challenge
At this budget level, platform-reported numbers mislead: Google and Meta often count the same sale twice, and each looks better than it really is. The client needs to know one thing: how much real money, in the store's checkout, each ad shekel produces.
What we did
- Structure by goal - online sales campaigns (Performance Max and Meta dynamic catalog) and lead and call campaigns.
- One measurement for the whole account - we connected the Shopify store to SFB Insights, so every budget decision is made on actual sales and MER.
- Daily control - alerts on budget and performance anomalies in every campaign, so money doesn't keep flowing into a campaign that stopped selling.
Results (60 days, 8.9-6.11.2026, actual sales from Shopify)
- Google and Meta ad spend: ₪1,005,775
- Actual store sales: ₪4,000,485 (gross, including shipping)
- MER: 3.98 - almost ₪4 in actual sales for every ad shekel
- 8,296 orders, average order ₪482
Why it's different
Most reports show each platform's ROAS separately and add up numbers that count the same sale twice. We measure all spend against all actual sales. It's a less flattering number, but it's the number the business actually lives on.
