Free tools / Attribution over-reporting calculator
Free calculator · runs in your browserYour platforms claim 1,400 orders. You made 1,100.
Every ad platform counts a sale if it touched the journey, so the same order gets claimed two or three times. Enter what each platform reports against your real order count to see the double-counting gap, in orders, revenue and margin.
Your numbers
Notable overlapA meaningful share of claimed sales are double-counted.
Over-reported
23%
Platforms claim 1,420 orders; you made 1,100
Phantom orders
320
Counted by more than one platform
Phantom revenue
A$27,200
Claimed but not real
Platforms claim1,420
Actual orders1,100
One buyer can click a Meta ad and a Google ad before purchasing, so each platform counts the same sale. Add the dashboards up and they claim more orders than you actually made. The honest total is what hit your bank.
Want the deduplicated number across every channel?
How this is calculated
over-reported % = (claimed orders − actual orders) ÷ claimed orders
phantom revenue = (claimed − actual) × AOV
advanced: true attributable = actual revenue × (1 − baseline share)
reconciled channel revenue = true attributable × channel's reported share
phantom revenue = (claimed − actual) × AOV
advanced: true attributable = actual revenue × (1 − baseline share)
reconciled channel revenue = true attributable × channel's reported share
This is a quick reconciliation, not full attribution: it shows the double-counting gap honestly, including the case where platforms claim fewer sales than you made (signal loss, not over-reporting). Real deduplicated, first-party attribution is what our engine is built for. More on the mechanism in why three platforms claim one sale and ROAS lies.
See the ROAS vs POAS guide and the multi-touch attribution definition for the full picture.
Questions
Each platform counts a sale if its ad was involved anywhere in the journey. One buyer who sees a Meta ad and later clicks a Google ad gets counted by both. Add the dashboards together and the totals exceed your real order count, often by 30% or more.
Over-reporting % = (platform-claimed orders − actual orders) ÷ platform-claimed orders. Phantom orders = claimed − actual. Phantom revenue = phantom orders × AOV. It's a straight subtraction of what your platforms claim against what actually hit your bank.
Then there's no over-reporting to recover. It usually means signal loss from iOS and cookie limits, or strong organic and direct demand the platforms can't see. The calculator says so plainly rather than inventing a number.
It's the portion of sales that would happen with no ads at all (organic, direct, returning customers). We default it to 25% and let you change it, because it's a judgment call, not a fact. True attributable revenue = actual revenue × (1 − baseline share).
No. This is a quick reconciliation to show the double-counting gap. True per-channel attribution needs deduplicated, first-party measurement, which is what Blufire's attribution engine is built to do.
See the real number, deduplicated.Blufire reconciles every platform's claims against your actual orders and shows what each channel truly drove.