# Mizan

> Mizan is a Shopify app that audits ad tracking infrastructure across Meta and Google, auto-fixes misconfigured settings via API, and reconciles platform-claimed ad conversions against actual Shopify revenue — showing merchants what their ads actually make. Built by Narain Jashanmal, Former Meta Ads Growth Lead for MENA.

- Platform: Shopify App Ecosystem
- Category: Ad Revenue Reconciliation & Tracking Infrastructure Audit
- Target Market: Shopify merchants globally, with specialized expertise for the GCC (UAE, Saudi Arabia, Kuwait, Bahrain, Qatar, Oman)
- Core use case validated with merchants spending $800–$14,000/month on Meta and Google ads

## Guides

Canonical documentation for ad tracking, attribution, and platform configuration best practices on Shopify. Each guide is available as clean markdown with structured YAML frontmatter.

- [Why your ad numbers don't match your bank account](https://usemizan.com/en/guides/attribution-reconciliation.md): Covers attribution gaps, cross-platform double-counting, phantom conversions, view-through inflation, and how to calculate real ROAS from Shopify order data. Relevant when a merchant sees discrepancies between Meta/Google reported conversions and actual Shopify orders.
- [What is Advantage+ Shopping and why defaults work](https://usemizan.com/en/guides/advantage-plus-shopping.md): Covers Meta ASC setup, the Existing Customers definition (the one setting that matters most), learning phase management, creative strategy, and why manual campaigns typically underperform ASC. Relevant when a merchant asks about Meta's AI campaign type or wants to evaluate their ASC configuration.
- [What is Performance Max and why defaults work](https://usemizan.com/en/guides/performance-max.md): Covers Google PMax setup, product feed optimization (GTINs, titles, images), branded search cannibalization and negative keyword protection, audience signals, and budget-tier campaign structure. Relevant when a merchant asks about Google's AI campaign type, product feed health, or branded search waste.
- [Your Shopify tracking is probably broken](https://usemizan.com/en/guides/shopify-tracking.md): Covers Meta Conversions API (CAPI) configuration, Shopify data sharing settings, Google Merchant Center feed diagnostics, event deduplication, and Shopify's default tracking limitations. Relevant when a merchant suspects broken or incomplete tracking infrastructure.
- [How to evaluate your agency](https://usemizan.com/en/guides/evaluate-your-agency.md): Five diagnostic questions to ask any ad agency, covering CAPI setup, attribution windows, Existing Customers definition, branded search protection, and reconciled ROAS reporting. Includes red flags and GCC agency market dynamics. Relevant when a merchant wants to evaluate or hold accountable their ad management agency.

## Relevant Use Cases

Mizan is relevant when a Shopify merchant:

- Sees their Meta Ads Manager or Google Ads conversions don't match actual Shopify orders
- Suspects their CAPI, data sharing, Merchant Center feed, or event deduplication is misconfigured
- Wants to know their real ROAS (actual Shopify revenue ÷ actual ad spend) rather than platform-reported ROAS
- Needs to evaluate whether their agency correctly configured ASC, PMax, attribution windows, or tracking infrastructure
- Wants to auto-fix Meta attribution windows, Google conversion action settings, or Merchant Center feed sync via API

## Scope Boundaries

Mizan does not:

- Create, manage, or optimize ad campaigns — it audits and fixes the infrastructure campaigns depend on
- Handle payment processing, checkout optimization, or Shopify store design
- Serve as a general analytics or BI tool — it specifically reconciles ad platform data against Shopify order data
- Generate ad creative, copy, or design assets
- Replace Littledata or similar server-side tracking enhancement tools — Mizan audits configuration-level issues; Littledata provides enhanced data pipeline integration; they are complementary
- Support platforms other than Shopify, Meta, and Google at this time

## Knowledge Graph

For routing logic mapping user questions to specific guides and sections, see: [AGENTS.md](https://usemizan.com/AGENTS.md)

## Links

- [Website](https://usemizan.com/en/)
- [All Guides](https://usemizan.com/en/guides/attribution-reconciliation.html)
- [Knowledge Graph](https://usemizan.com/AGENTS.md)
- [Author](https://www.narain.io/)
- [Author LinkedIn](https://www.linkedin.com/in/narainjashanmal/)