| # | Line | Source | Calculation | 19 August 2026 – 29 October 2026 |
|---|---|---|---|---|
| G1 | In-store revenue, Geelong + Nunawading + Midland | PrestaShop | Same figure as M1. | $3,672,942 |
| G2 | BAU offline conversions | Google Ads | Conversion action “TEST Offline Uploads” (store-sales import), all conversions, 67 campaigns without “store” in the name. Data-driven attribution — fractional. | 1,525.5 |
| G3 | BAU offline revenue | Google Ads | All-conversions value of the same action. | $1,692,913 |
| G4 | Store campaigns offline conversions | Google Ads | 4 campaigns with “store” in the name. | 176.9 |
| G5 | Store campaigns offline revenue | Google Ads | All-conversions value of the store campaigns. | $213,729 |
| G6 | Google-influenced store revenue — via BAU | Google Ads ÷ PrestaShop | G3 ÷ G1 | 46.1% |
| G7 | Google-influenced store revenue — via store campaigns | Google Ads ÷ PrestaShop | G5 ÷ G1 | 5.8% |
| G8 | Google-influenced store revenue — combined | Google Ads ÷ PrestaShop | (G3 + G5) ÷ G1 | 51.9% |
| # | Line | Source | Calculation | 19 August 2026 – 29 October 2026 |
|---|---|---|---|---|
| GR1 | BAU spend, national | Google Ads (warehouse) | Cost of campaigns without “store” in the name. | $1,574,546 |
| GR2 | VIC + WA share of Google-paid BAU sessions — PROXY for spend share | GA4 | Sessions by region × campaign, store campaigns excluded (83,585 of 215,294). Used because no source reports Google spend by state (GA4 refuses region with ad cost; warehouse is campaign × day; Google Ads API geo report needs the pending developer token). Assumes similar cost per click across states. | 38.8% |
| GR3 | BAU spend in VIC + WA, proxied | Google Ads × GA4 | GR1 × GR2 | $611,296 |
| GR4 | BAU website revenue delivered to VIC + WA, measured | GA4 | purchaseRevenue by region, event-scoped Google Ads campaign (property data-driven attribution), store campaigns excluded. Gross — GA4 revenue is tax-inclusive for AU. | $969,299 |
| GR5 | BAU offline revenue | Google Ads | Same figure as G3. | $1,692,913 |
| GR6 | VIC + WA BAU revenue with offline added | GA4 + Google Ads | GR4 + GR5 | $2,662,212 |
| GR7 | Revenue uplift from offline | GR5 ÷ GR4 | 174.7% | |
| GR8 | Local BAU ROAS, website only | GA4 ÷ proxied spend | GR4 ÷ GR3 | 1.59 |
| GR9 | Local BAU ROAS, website + offline | (GA4 + Google Ads) ÷ proxied spend | GR6 ÷ GR3 | 4.36 |
Influenced, not converted. A matched offline purchase proves a paid click inside the attribution window, whether or not it was the last touch. Meta and Google shares are read side by side and never added: one store buyer can match both.
Store campaigns are any campaign whose name contains “store”, on both platforms. BAU = everything else, and nothing else is excluded (PM% elsewhere in this app also drops named test campaigns).
Meta credits each in-store purchase to one ad on 7-day click; the BAU/store split moves with the auction, so the combined line (M8) is the stable one. Google offline imports are click-based by construction and use data-driven attribution, so counts are fractional and credit is shared across clicks; Google's window is the conversion action's, not 7 days. Google's “Store visits” action is modelled footfall and is not used here.
Match rate. Both platforms only see a store purchase when the shopper's email or phone at the till matches an ad account. Unmatched buyers are invisible, so every influenced share is a floor.
Google local ROAS. Google spend by state is not reported anywhere we can reach, so the VIC + WA share of Google-paid sessions stands in for the spend share (GR2) and is labelled a proxy; website revenue by state is measured in GA4 under the property's data-driven model, and GA4 revenue is gross for AU. Meta and Google ROAS blocks are read separately.
Local ROAS only. The uplift is expressed for VIC + WA and never nationwide: the in-store revenue lands on the share of BAU spend delivered in the store states. R5 projects website revenue by spend share, which makes the website-only ROAS equal the national one by construction; the after figure adds measured offline revenue to that assumption.
Revenue basis is gross (tax and delivery) on both sides, unlike the tax-exclusive PM% denominator used elsewhere in this app. Refunds are not netted; they are handled in the P&L.