HonestTag vs TrueROAS
By the HonestTag team ยท Published October 12, 2026
Prices read on October 12, 2026 from apps.shopify.com/trueroas and www.trueroas.com/app-pricing.
TrueROAS is an attribution dashboard with AI reports that also sends order-verified purchases to Meta and Google. HonestTag attributes new customers to their first recorded ad clicks. Paid plans store proof for each order and deliver that signal to Google Ads, Meta, Klaviyo, Microsoft Advertising, TikTok, Google Analytics 4, Pinterest, Snapchat, Reddit and OpenAI Ads, within the plan's simultaneous-delivery limit. The free Mirror sends nothing. HonestTag does not model credit.
The honest split
TrueROAS says "De-duplicated, order-verified purchases go to Meta's Conversions API and Google's enhanced conversions with full match keys." It shows a new-customer share and new-customer ROAS for each campaign. Its attribution page says a model trained on your store's journeys decides the split, and you can flip to last click or first click in the dashboard.
So sending purchases back, and a new-customer view by campaign, are not what sets the two apart. TrueROAS also sells things HonestTag does not: AI chat, weekly AI reports, and product insights and cost management.
HonestTag reads Shopify orders, matches each order to the first recorded ad click and classifies the buyer as new or returning. On paid plans it stores order proof you can open for each attributed order and delivers every verified purchase to your configured destinations among Google Ads, Meta, Klaviyo, Microsoft Advertising, TikTok, Google Analytics 4, Pinterest, Snapchat, Reddit and OpenAI Ads, within your plan's simultaneous-delivery limit, marked new or returning. The free Mirror sends nothing and keeps no per-order proof.
HonestTag's rule is first click, from your store's own orders, and it does not model credit. TrueROAS's how-it-works page names Meta's Conversions API and Google's enhanced conversions as where purchases go. Its listing says it sends "data back via conversion api and enhanced conversions" and names Klaviyo, Pinterest and TikTok under Works with. We found no TrueROAS sentence that says it sends purchases to Microsoft Advertising, Snapchat, Reddit or Google Analytics 4, or that describes how a refunded order is handled.
A send is counted after platform acknowledgement. Meta reports an accepted count for each batch. Google accepts a request first and reports row-level results later, so HonestTag keeps each accepted request open for up to 26 hours and corrects the record after Google reports those results. TikTok acknowledges a batch without confirming each event. HonestTag counts a batch as delivered only on TikTok's documented success code, return code 0. Any other response is marked partial or handled as an error, and is not counted as delivered.
Side by side
| Area | TrueROAS | HonestTag |
|---|---|---|
| Job | Attribution dashboard, customer journeys, AI chat and reports, and a conversion feed | First-click new-customer attribution, order proof and purchase delivery |
| Attribution | A model trained on your store, with last click and first click views | First click, from the store's own orders, unmodeled. A read-only last-click and any-click comparison on Truth and up |
| Send-back destinations | Meta Conversions API and Google enhanced conversions, per its how-it-works page | Google Ads, Meta, Klaviyo, Microsoft Advertising, TikTok, Google Analytics 4, Pinterest, Snapchat, Reddit and OpenAI Ads |
| New and returning buyers | New-customer share and new-customer ROAS for each campaign | Every delivered purchase marked new or returning |
| Refunds | No TrueROAS page we read describes refund handling for store orders | On paid plans, a conversion adjustment to Google Ads and Microsoft Advertising where the platform accepts one (Google takes none on a wbraid click), and a refund event to Klaviyo and Google Analytics 4 |
| Order proof | "Customer journeys for each order", per its listing | On paid plans, stored proof for each attributed Shopify order: click id, timestamps, match method, new-or-returning classification, refunds and adjustments, kept 400 days. The Mirror keeps none |
| History at install | Backfills recent orders | Starts at zero; no click history from before installation |
| Free plan | Free under $10,000 in revenue, then normal pricing applies | The Mirror: free at any store size. Puts Google Ads, Meta, Microsoft Advertising, TikTok and Criteo claims next to your Shopify orders. Sends nothing to any platform |
| Paid plans | One Pro plan priced by monthly revenue: $199, $299 or $499 a month | Flat bands by trailing 30-day sales, $49 to $999 a month |
When TrueROAS fits
You want a dashboard with a modeled attribution split, AI chat and weekly AI reports, product insights and cost management, and recent orders backfilled on day one. Those are TrueROAS's stated jobs. Under $10,000 in revenue its listing says it is free, with the conversion feed included on its app pricing page.
When HonestTag adds a different job
You want an unmodeled first-click record you can check order by order, delivery beyond Meta and Google, and refund adjustments in Google Ads and Microsoft Advertising.
Different meters
TrueROAS's listing shows three Pro cards, at $199, $299 and $499 a month, with no thresholds on the cards. Its app pricing page, linked from the listing, sets them by monthly revenue. It lists under $10,000 as free, $10,000 to $40,000 at $199, $40,000 to $100,000 at $299, and $100,000 and up at $499, and says "never more than $499/mo." Those breaks meet at $40,000 and $100,000, so check the app if your store sits on one. A second TrueROAS pricing page shows a different scheme, with a $39 Pro plan and a Premium plan from $499, so check which one applies to you.
HonestTag paid plans follow your trailing 30-day sales. $5K-$50K: Starter, $49. $50K-$250K: Truth, $99. $250K-$1M: Truth+, $199. $1M-$3M: Scale, $499. $3M+: Scale+, $999. The Mirror is free at any size.
Starter delivers to 2 destinations at once, Truth to 3, Truth+ to 4, and Scale and Scale+ to as many as you connect. No paid plan has a per-order fee or an overage charge. Sales or traffic past a plan's band or pageview allowance ask for the plan that covers it. If that plan is not approved, delivery pauses after a 5-day grace period and the free Mirror remains. A store's first paid plan starts with a 21-day free trial. Current terms live on the pricing page.
Run both
Keep one purchase source for each pixel and ad account. If TrueROAS already sends purchases to Meta and Google, do not point HonestTag at the same pixel or conversion action. Read duplicate purchase events and the alongside guide first.
Frequently asked questions
Do I have to remove TrueROAS?
No. Keep TrueROAS running while you evaluate HonestTag beside it. The free Mirror sends nothing to any platform, so it cannot add a second purchase event.
Will two tools double-count?
They can if both send the same purchase to the same pixel or ad account. Pick one purchase source for each platform. Duplicate purchase events explains why, and the alongside guide explains the setup.
TrueROAS has a first-click view too. What is different?
TrueROAS describes first click as a view you can flip to, next to its modeled split. In HonestTag, first click from your store's own orders is the attribution rule, with no model switch. On Truth and up, a read-only view shows what last-click and any-click would have said. On paid plans, each attributed order stores the click and match method behind it.
Why are HonestTag's numbers smaller in week one?
HonestTag starts at zero and does not invent click history from before installation. Give the records about 30 days to build before comparing totals.
Does HonestTag deliver to Pinterest, Snap or Microsoft Advertising?
Pinterest, Snapchat, Reddit and Microsoft Advertising, yes. HonestTag's public delivery destinations are Google Ads, Meta, Klaviyo, Microsoft Advertising, TikTok, Google Analytics 4, Pinterest, Snapchat, Reddit and OpenAI Ads. TikTok means server-side purchase delivery through TikTok Events API; spend and reporting reads use the connected TikTok account where supported. Pinterest means server-side checkout events through the Pinterest Conversions API, with a conversion access token from Pinterest Ads Manager; HonestTag does not read Pinterest spend. Snapchat means server-side purchase events through Snap's Conversions API, with a Conversions API token from Snap Ads Manager; HonestTag does not read Snapchat spend. Reddit means server-side purchase events through the Reddit Conversions API, with a conversion access token from Reddit Ads Manager; HonestTag does not read Reddit spend. Microsoft Advertising means server-side purchase conversions through UET offline conversion import using the click id, with enhanced conversions (hashed email and phone) when there is no click id; spend and reporting reads use the connected Microsoft Advertising account.
Keep TrueROAS for its dashboard if you like it. Join the HonestTag early-access waitlist for the order proof.