Yeah, that’s exactly it.
The “bluntness” is mostly that spend isn’t tied to what actually happened at the product or bundle level.
For example, I might know Meta spent $500 and brought in $1,500 in revenue, but that doesn’t tell me much if half the orders were low-margin products, heavily discounted bundles, or items with higher shipping costs.
Another issue is high SKU count stores. If an ad drives someone to buy Product A, but they also add Product B and C, I need some sort of split credit model to tell me what’s carrying the margin.