Trust your revenue and CRM data over in-platform ROAS when they disagree, since platform-reported ROAS typically relies on modeled or partial attribution, especially post-iOS14, and often doesn't account for returns, discounts, or leads that never closed. In-platform ROAS is a directional optimization signal for the algorithm, not a finance-grade profitability number.
Build a simple reconciliation habit: periodically compare platform-reported revenue against what actually landed in your CRM or bank account by campaign or source, and use that gap to calibrate how much to discount future in-platform numbers rather than treating them as fact.