Close the loop between
spend and revenue

Nuso pulls spend data directly from your connected ad platforms — Google Ads, Meta Ads, and TikTok Ads — via their respective APIs, then maps that spend against actual Shopify orders using UTM parameters, order timestamps, and first/last-click logic. Every order that arrives in Shopify is matched to the marketing channel and campaign that drove it, giving you revenue and ROAS figures that are grounded in real transaction data rather than platform-reported conversions, which are often inflated by cross-device duplication. The result is a single attribution view that reconciles what each platform claims to have generated against what actually landed in your Shopify order feed.

Blended Marketing Efficiency Ratio (MER) is calculated as total Shopify revenue divided by total paid media spend across all channels, giving you a single top-line measure of how efficiently your entire marketing budget is performing. Unlike channel ROAS — which each platform calculates differently, often claiming credit for the same customer — blended MER is immune to attribution disputes because it uses only verified Shopify revenue. For most DTC brands, blended MER is a far more reliable north-star metric: a brand spending £50,000/month on ads that generates £200,000 in revenue has a blended MER of 4x, regardless of how Google and Meta split the credit between themselves. Tracking MER over time also instantly reveals whether scaling spend is generating proportional returns or whether marginal efficiency is declining.

Yes. Nuso connects to Google Ads, Meta Ads Manager, and TikTok Ads via official OAuth integrations — you authorise access once from the Settings page, and Nuso begins pulling campaign, ad set, and ad-level spend, impressions, clicks, and platform-reported conversions automatically. Data is refreshed daily, and historical spend data is backfilled on first connection so you can immediately see trends across the past 90 days or more. No CSV uploads, manual exports, or third-party connectors are required; the integrations are native to the platform.

Last-click attribution assigns 100% of the credit for a conversion to the final marketing touchpoint a customer interacted with before purchasing — for example, a Google Shopping click the day they bought. Multi-touch attribution distributes credit across all the touchpoints in the customer journey: a TikTok ad that first introduced the brand, a retargeting Meta ad that re-engaged them, and finally the Google Shopping click that closed the sale might each receive a share of the credit. Last-click is simple and deterministic but systematically undervalues top-of-funnel channels like TikTok and brand awareness campaigns. Nuso surfaces both views so you can understand the full customer journey rather than over-indexing on the last interaction.

Nuso can export your combined Shopify order data and ad platform spend data into Google BigQuery, giving analysts and data teams direct SQL access to the raw, unified dataset. This is particularly valuable for brands running custom attribution models, building Looker Studio dashboards, or feeding data into machine learning pipelines. BigQuery export means you are not locked into Nuso's own visualisation layer — you can query the data however you like, join it with first-party CRM data, and build any report your business requires, all with Nuso handling the ETL pipeline that keeps the data current.

A healthy ROAS benchmark varies significantly by product category, margin, and business model, but a commonly cited rule of thumb for DTC Shopify brands is a blended ROAS (or MER) of 3x–5x for profitable scaling. Brands with high gross margins (60%+), such as beauty or supplements, can often sustain profitability at a blended MER of 2.5x, whereas low-margin categories like apparel may need 5x or higher to cover fulfilment, returns, and overhead. Platform-reported ROAS figures are almost always higher than true blended ROAS due to attribution overlap — Meta might report 4x ROAS and Google 5x, while your actual blended MER is 2.8x. The most useful benchmark is your own historical MER trend relative to your contribution margin target.

Yes. Nuso's Marketing dashboard presents a unified cross-channel table showing spend, revenue, ROAS, CPO (cost per order), and CTR for every campaign across Meta, Google, and TikTok simultaneously. You can sort by any metric, filter by date range, and drill down from channel level to campaign level to ad-set level within the same interface. This eliminates the need to jump between three separate platform dashboards to piece together a picture of overall marketing performance — all the data is normalised to the same definitions and mapped back to real Shopify orders, so like-for-like comparisons are genuinely meaningful.