Over-attribution
Also: Double counting · Attribution overlap
Over-attribution is when the sum of conversions or revenue claimed by all ad platforms exceeds what the business actually recorded, because overlapping attribution windows let several platforms credit the same conversion.
The gap between platform-reported revenue and real revenue is commonly 20–60% for accounts running four or more networks, and it widens as networks are added. Budget allocated on platform-reported ROAS systematically overfunds whichever network has the most generous attribution settings.
The fix is not to pick a winner among the platforms. It is to anchor cross-network comparison on a revenue source every network shares — the store, the subscription platform — and treat platform numbers as in-platform optimization signals only.
Common mistake
Adding up every platform's revenue and dividing by total spend. That is neither blended ROAS nor anything else.
Go deeper: Measure your over-attribution gap
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.