Stores credit Meta with a quarter of their orders. Meta reports twice as many.

Meta matters, and reports more than the store records. At the median store, the store credited Meta with 25% of orders and 24% of revenue. Meta's own reports counted 2.3 times as many purchases, more than the store in almost every account.

Two returns for the same euro. In the same accounts and months, Meta reported about 5.7 euros of revenue per euro at the median account. Counted as orders in the store, it was 3.8. Meta counts by each account's attribution settings; the store by the last click.

A new customer cost 44% of their first order. Meta was credited with about a third of first orders from May to September 2026. Whether that pays depends on the margin and on how many order again.

Costs held, Black Friday did not. Year on year, the cost of impressions and clicks showed no clear change at the median store. In November 2025 these advertisers almost doubled spend, and 1,000 impressions cost 38% more.

Ads and messages share the sale. About half the orders email and Viber closed followed a visit from a Meta or Google ad in the 30 days before.

Method

Online stores in Bulgaria, October 2024 to September 2026. Store figures from the months when orders carried their source reliably. Not a controlled test. The full tables, the definitions and the sample are in the report.