True or false? Cancelled orders are not included in sales attribution metrics.

True. Cancelled orders are indeed excluded from sales attribution metrics. This is because sales attribution aims to measure the impact of advertising on completed purchases. A cancelled order, by definition, does not result in a completed sale, so including it would inaccurately inflate the perceived effectiveness of your campaigns. Metrics like return on ad spend (ROAS) and advertising cost of sales (ACOS) rely on actual revenue generated, which only comes from fulfilled orders.