01 / Summary
Clearer numbers.
A plan we can act on.
Good reporting guides the decisions we make every day: which campaigns to invest in, which creative to improve and where to reduce spend. We’ve gone back through the sales, checked them using a retail total-sales calculation and compared the results with the weekly reporting you’ve already seen.
Jan 1–Oct 4, after removing wholesale, tagged in-person and all manual/other orders.
Here’s the positive part: after removing wholesale, tagged in-person and manual/other orders, the records show $109,959.34 in retail total sales against $39,148.92 of Meta spend. We now have another way to check the sales picture and explain what’s happening each week. Clearer attribution helps us understand which campaigns are contributing to those sales and how to improve them.
- What we’ve done: checked Shopify sales, removed the orders outside this review, rebuilt the weekly comparison and looked at the purchase information reaching Meta.
- What we found: the overall retail return is in a similar range to the existing report. Some weeks show more retail sales than that report captured. We also found a wholesale purchase in the data reaching Meta, which needs addressing.
- What we’re doing next: help separate those external orders, keep a close eye on the campaigns and give you clear weekly updates as we prepare for Christmas.
We don’t think you need another reporting tool. Our recommendation is to keep the order data clean: Shopify for online sales, and Stripe for wholesale and in-person payments.
The retail ROAS is a blended sales benchmark. It includes eligible retail sales from all sources, divided by Meta media spend.
02 / Weekly ROAS
Jamie’s report.
The new retail report.
We’ve put Jamie’s weekly reporting alongside the alternative retail total-sales / Meta spend report, using the same weeks. This gives us a second view of sales performance and shows where the two reports agree or need a closer look.
2.91× Jamie’s report2.80× New retail report
Jan 5–Oct 4, 2026 · Jamie’s reported revenue and spend compared with retail total sales and actual Meta spend. The new report excludes wholesale, tagged in-person and all manual/other orders.
Teal: new retail report. Amber: Jamie’s report, which uses Parkour for the last two weeks.
Here’s what the comparison shows
The new report is higher in 21 of the 39 comparable weeks. In those weeks, the retail sales picture was stronger than Jamie’s reported figure on its own suggested. That’s a positive finding from this extra work.
19 of the 39 weeks are within 0.50× of each other, and 32 are within 1.00×. That shows the level of agreement across the year, while the larger gaps help us identify weeks to investigate. These are differences between reports, not accuracy scores.
The latest week is a good example: Sep 28–Oct 4Jamie’s report shows $2,581.05 and 1.54× ROAS. The new retail report shows $2,876.23 and 1.71×, against the same $1,679.01 of spend. That’s $295.18 more eligible retail revenue in the new report.
Across the full matched period, Jamie’s report is 2.91× and the new retail report is 2.80×, a difference of 0.11×. The new report supports a positive retail-sales result, with a stronger result than Jamie’s report in some weeks.
The new report includes eligible retail sales from all sources. It checks the broader sales picture against Meta spend; it does not assign every sale to Meta or establish that either report is wrong.
| Week in 2026 | Jamie’s report | New retail report | Difference |
|---|
Difference = new report minus Jamie’s report, calculated before rounding. Positive means the new report is higher. * Jan 1–4 is partial and excluded from the matched comparison because Jamie’s first reporting week also includes Dec 29–31. The opening 2.81× includes Jan 1–4; this comparison starts Jan 5. The incomplete Oct 5–6 period is excluded.
What each report measures and where the numbers come from
Jamie’s report: the revenue and spend recorded in the Weekly Report sheet, captured on Oct 6. It used adjusted Meta attribution earlier in the year and Parkour for Sep 21–Oct 4. We preserve those reported figures in this comparison.
New retail report: eligible Shopify retail total sales after removing wholesale, tagged in-person and all manual/other orders, divided by actual Meta account spend. The same total-sales method applies every week, whether or not the order has a recorded advertising source. We retain tax, shipping and fees within the eligible sales total.
For Jan 5–Oct 4, Jamie’s report contains $111,927.40 in revenue and $38,438.64 in spend. The new report contains $109,037.03 in retail total sales and $38,924.95 in actual Meta spend. Each period’s ROAS is its total revenue divided by its total spend, not an average of weekly ratios. Shopify adjustments stay in their recorded activity week.
Jamie’s report uses attributed revenue; the alternative uses eligible retail total sales. Some weeks also have different spend figures. Their gap compares the two reports; it is not a controlled measure of attribution accuracy or profit.
Jamie’s reporting sheet · Weekly Report, revenue row 9 and spend row 8.
New retail report and reconciliation · Both sources captured Oct 6.
03 / Cleaner data
Give the campaigns
cleaner sales data.
To make the best decisions for your online campaigns, we need sales data that clearly reflects online retail activity. Mixing wholesale and in-person orders into the same sales flow makes that harder.
Why this matters
We use purchase data to decide where to increase spend, which creative to improve and which campaigns need attention. Cleaner data gives us a clearer basis for those decisions while the ads are running. Removing non-retail sales from a spreadsheet later doesn’t remove any purchase signals already sent to Meta.
The simplest next step for West Native
Keep new wholesale and in-person orders outside Shopify. Use Stripe for their payments, invoices and receipts, with a shared order log and manual inventory adjustments in Shopify. Shopify continues to handle online retail sales and the master stock record.
Separating wholesale and online retail is an established option for Shopify businesses. Other merchants have described separating their stores over the same advertising-data concern. We’re applying that principle with an external payment workflow that avoids adding another attribution subscription.
We need your help to keep the sales data clean. Choose an order and inventory owner, agree the workflow and use it consistently for new wholesale and in-person sales. Start as soon as the process is ready. Keep those sales out of Shopify draft, POS and imported orders too.
We’ll support you through the change. We can help with setup and the first orders, then keep reviewing the purchase data alongside the campaigns. The next page sets out the practical steps.
Supporting guidance and ongoing checks
Shopify documents separate wholesale stores, and a merchant selling both retail and wholesale has described using that approach because of concerns about advertising data. These support the separation principle; the Stripe workflow is our recommendation for West Native.
Separating orders addresses the mixing of sales types. Historical reporting and other attribution issues still need ongoing review. External sales should not be sent to Meta through another Purchase integration. Normal Stripe and shipping fees still apply.
Shopify: separating wholesale and retail · Merchant’s experience · Shopify inventory adjustments
04 / Order workflow
How we’ll handle
the other orders.
Separating wholesale from online retail is an established approach for businesses using Shopify. Other merchants have raised the same concern about wholesale orders entering their retail advertising data, and some have separated their stores to address it.
For West Native, we recommend applying that separation with Stripe for wholesale and in-person payments, while Shopify continues to handle online retail sales and inventory. We’re here to help you put the workflow in place and make it practical for your team.
How other businesses approach this
A merchant selling both retail and wholesale described creating a separate Shopify store because of concerns about wholesale purchases influencing the retail advertising data. That is a firsthand account of their approach, not proof that the same setup fixes every attribution problem.
Shopify also documents dedicated wholesale stores with separate orders, data and analytics. Our recommendation adapts the separation principle to West Native’s proposed Stripe workflow. We are not recommending a second store or another attribution subscription.
Merchant’s account of separating wholesale · Shopify’s guidance on separate wholesale stores
Set up once: verify West Native’s Stripe account, connect the payout bank account, create a shared order log and choose one inventory owner. Use an existing carrier account for shipping.
Receive and record the order
Log the customer, delivery address, products/SKUs, quantities and agreed price. Check stock and reserve allocated items promptly so they cannot also sell online.
Invoice and collect payment in Stripe
Create an itemised Stripe invoice, including shipping where needed, and send its payment link. Confirm successful payment before fulfilment. Stripe provides the invoice and receipt; collect the customer's email and enable automatic successful-payment receipts.
Pack and count the items
Match the physical items and quantities to the invoice. Weigh and measure the parcel, and confirm the delivery address before buying postage.
Buy the label on the carrier's website
Use a carrier portal such as USPS Click-N-Ship to buy and print the label. Save the tracking number in the order log. No Shopify order is needed for this external label.
Dispatch and update Shopify stock once
Send the parcel and tracking details. Promptly reduce on-hand stock for the correct variants and location when the items leave. Release any reserved quantities without deducting the same items twice.
Close the record and reconcile
Save the Stripe invoice/payment reference, amounts, tracking and dispatch date. Mark inventory as updated. Check the log daily, then reconcile external sales, refunds, fees and payouts in the business accounts.
Shipping labels stay outside Shopify. Shopify confirms that a shipping label in its admin requires an order. Use the carrier's website for these sales; do not create a Shopify order just to get a label.
For an in-person handover: follow the same payment and record-keeping process, skip the shipping steps and update stock when the goods are handed over.
Setup, stock and record-keeping details
Stripe: in Settings → Business → Customer emails, enable Successful payments and collect the customer's email. An itemised Stripe invoice and hosted payment page remove the need for a separate invoice generator. Normal Stripe processing/invoicing fees and carrier postage still apply.
Inventory: reserve allocated items using an unavailable stock state. At dispatch or handover, update both the hold and the physical on-hand quantity once. Cancel unused reservations promptly; only restock goods that are actually returned and suitable for resale. Use Shopify's adjustment history and the external order reference to trace the change.
Order log: order reference, customer/contact, delivery address, SKU, quantity, price, shipping, payment/invoice reference, payment status, fulfilment status, tracking, inventory update and responsible person. Refund through the original payment system. Keep sales, fees, refunds and payouts separate; a net payout is not the sales total.
Keep the separation intact: do not backfill these sales as Shopify draft, POS or imported orders, or send them to Meta through another Purchase integration.
Stripe invoicesStripe receiptsShopify label requirementsUSPS Click-N-Ship
05 / This quarter
What happens next,
and what we need from you.
We’re here to support you along the way, from setting up the order process to making sense of the results each week. We’ll keep working on the campaigns and creative while we improve the data. This matters for Christmas and for the decisions we make together well beyond this quarter.
Now: separate the external orders
Set up Stripe, agree the workflow and name the inventory owner. We can help with the setup, walk through the first orders and review the first reconciliation together. Begin as soon as the process is ready; Friday’s call can review progress and resolve questions.
Next 2–3 weeks: strengthen campaign decisions
Review spend, delivery and sales daily. Follow up on Purchase event quality and duplicate-event handling. Keep the retail total-sales comparison consistent each week, alongside campaign attribution, actions taken and next priorities.
Through Christmas: align stock, offers and creative
Agree priority products, gift-focused creative and a holiday campaign calendar. Run focused creative tests, review results and adjust budgets against stock and agreed targets.
What we need from West Native
An order and inventory owner; priority products and restock dates; agreed budgets and offers; creative assets and an approval contact; holiday delivery cutoffs.
We’re here to work through this with you. We’ll explain the changes we make, help resolve questions as the process settles in and keep you clear on the next priorities. The aim is a reliable routine that supports stronger campaign decisions now and in the future.
This is the recommended action plan. The analysis is complete; this review has not changed the store, payment setup or campaign settings.
06 / Supporting detail
How we checked
the numbers.
We use retail total sales throughout: remove the excluded orders, then divide the remaining retail total sales by actual Meta spend.
| All Shopify total sales | $227,286.23 |
|---|---|
| Less wholesale tagged | − $112,445.82 |
| Less tagged in-person | − $634.00 |
| Less all manual/other | − $4,247.07 |
| Retained total sales | $109,959.34 |
The total-sales figure retains tax, shipping and fees. The denominator includes Meta media spend only, excluding other media and agency fees. This benchmark includes retail sales from email, direct, organic and other sources. It is not profit or a claim that Meta alone caused every sale.
The account context
Based on our work on the account and the earlier sales history shared with us, our assessment is that organic sales have been limited and paid marketing is an important driver of demand. That’s why understanding campaign performance matters so much for West Native.
This is Jamie’s account assessment, including the period before our work together. This reconciliation does not independently quantify organic sales or isolate the sales caused by ads.
Why this method is useful
It starts with recorded sales and applies one set of exclusions across the whole period. An eligible online sale remains in the calculation even when its marketing source is missing. That makes it a practical cross-check on the retail result against advertising spend.
What we can stand behind
High confidence in the arithmetic and reconciliation to the supplied ledger. The main remaining uncertainty is the original order classification. We removed the entire manual/other group, including its adjustments, to keep ambiguous orders out of this calculation.
These records don’t tell us exactly how much revenue Meta alone caused, so we’re not putting a percentage on that. What they do give us is a clearer, consistent view of retail sales against spend that we can keep checking week by week.
What “total sales” includes
We use Shopify’s Total sales measure for the eligible retail orders. It includes taxes, duties, shipping and fees, and already reflects discounts and recorded sales reversals such as refunds, cancellations and order edits. It is not an original checkout-value measure before refunds. We have not added those adjustments back or removed them a second time.
Period alignment and audit trail
The reconciliation uses Shopify financial activity, including recorded adjustments, rather than a cash-settlement statement. It does not independently verify every original order label or settled payment.
The weekly comparison starts Jan 5 because the source report's first week also includes Dec 29–31, 2025. The opening calculation starts Jan 1. Each period's ROAS is calculated from summed revenue and spend, not by averaging weekly ratios.