Results

What delivered ROAS
actually looks like.

These aren't ROAS screenshots. They're the numbers that came out after accounting for every return, every failed COD delivery, and every wasted ad rupee. This is what real profit intelligence shows you.

Margifi is the profit intelligence layer for Indian D2C — your real delivered ROAS and net margin after every RTO, plus what to do to improve it.

It turns Meta, Shopify and delivery data into profit decisions — SKU by SKU, campaign by campaign.

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From ₹999/month. Quarterly and annual billing. No monthly plans.

30–60%
typical gap between order ROAS and delivered ROAS for COD-heavy brands
2×
cost of every undelivered order — ad spend + COGS + shipping, spent twice
₹/day
cost of inaction — every day you don't see the real number, you spend on it
The starting point

Every brand here was making the same mistake.

They were scaling on order ROAS.

Order ROAS is what Meta shows you. It counts every confirmed order — including the ones that never get delivered, the COD orders that get rejected at the door, and the returns that come back two weeks later with a restocking cost attached.

For COD-heavy Indian D2C brands, the gap between order ROAS and delivered ROAS isn't a rounding error. It's 30–60% of your reported return, gone. Every week.

The brands below didn't have a bad product or a bad creative. They had incomplete data. Once they could see the real number — after every RTO, after every failed delivery, after every return — they made different decisions. Faster.

That's the only reason these results exist.

What Margifi surfaced

Real outcomes. Anonymized brands.

We don't have permission to name these brands yet. What we do have is the data — real, verified, rounded to protect specifics.

Ethnic Wear · COD-Heavy · ₹3–5L/mo Meta
Their Meta ROAS said 3.8x. Their accountant said margins were shrinking.
What Margifi surfaced

Two SKUs — out of 34 in catalogue — were responsible for over 40% of all RTO losses. Both were high-AOV, high-weight items frequently ordered to Tier 3 pincodes with NDR failure rates above 55%. Meta was still scaling spend on them because confirmed orders looked strong.

Outcome

After reallocating spend away from those two SKUs and restricting COD for high-risk pincodes, delivered ROAS moved from 1.9x to 3.1x within one billing cycle. Net margin per order improved by ₹180–220 on average.

Insights — RTO attribution + SKU delivered margin
Supplement Brand · Mixed COD/Prepaid · ₹2–4L/mo Meta
One campaign had been running 4 months. It was the "best performer" by every Meta metric.
What Margifi surfaced

That campaign had a COD share of 82% and an RTO rate of 47%. After courier costs, COGS, and return handling, every order from that campaign was generating negative net margin. The delivered ROAS was 0.7x. Meta reported it as 4.1x.

Outcome

Campaign paused. Budget moved to two campaigns with confirmed delivered ROAS above 2.4x. Monthly Meta spend held flat; net profit improved.

Insights — Campaign profit (delivered ROAS by campaign)
Agency · 3 Brands · ₹8–12L/mo Combined Meta
Portfolio ROAS looked healthy. One brand was quietly destroying the blended number.
What Margifi surfaced

One brand had an average delivered ROAS of 1.1x across all campaigns. The agency was cross-subsidising its losses with the other two brands' margins. Without per-brand delivered-profit breakdowns, the blended view made everything look fine.

Outcome

The underperforming brand's Meta budget was reduced 60% and redirected to top-performing campaigns. Remaining spend concentrated on its three highest-delivering SKUs. Portfolio profitability improved.

Insights — Multi-brand overview + delivered ROAS per brand
Home Décor · COD · ₹2–3L/mo Meta
NDR failure rates were in the courier report. They didn't know which orders were worth calling back.
What Margifi surfaced

RTO patterns were concentrated in three pincodes across two states. Orders from those pincodes had a delivery success rate of 31%. Orders from high-delivery-rate pincodes had a success rate of 89%. Ad spend was distributed equally across both.

Outcome

Prepaid-only rules applied to 12 highest-failure pincodes. NDR calling effort concentrated on medium-risk pincodes where recovery was feasible. Effective delivery rate improved; RTO cost per order dropped.

Insights — COD delivery intelligence + RTO attribution by pincode
The pattern

In every case, the gap was the story.

Not a single one of these outcomes required a new product, a new creative, or a new agency. They required the same thing: being able to see what happened after the order was confirmed.

Order ROAS ends at click-to-purchase. Delivered profit starts at the door — and it accounts for every RTO, every courier failure, every COD that came back. The moment these brands could see that number — by campaign, by SKU, by pincode — they knew exactly where to stop spending and where to push harder.

That's not a dashboard feature. That's the only number that matters.

How it works

Three things every result above came from.

Delivered ROAS

The real return. After every RTO.

Meta's reported ROAS counts every confirmed order. Margifi's delivered ROAS counts only the orders that were actually delivered and paid — after returns, after COD rejections, after failed NDR. It computes from courier truth, not order confirmation. When those two numbers diverge, that's where your margin is leaking.

See how it works
RTO Cost Attribution

Which campaign is costing you the most in returns?

Every RTO has a source. A Meta campaign, an ad set, a creative, a SKU, a pincode. Margifi maps each ₹ of return loss back to the exact source that generated it. You stop seeing RTO as a category expense and start seeing it as a campaign-specific problem you can fix.

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SKU Delivered Margin

Net profit per SKU. After everything.

Revenue minus COGS minus shipping minus ad spend minus GST minus RTO loss. Per SKU. The product that looks like your best seller may be the one destroying your margin on every undelivered order. SKU delivered margin shows you the real contribution, not the catalogue view.

See how it works
Share your story

Running Margifi and found something worth sharing?

If you've seen a clear outcome — an RTO pattern you didn't know existed, a campaign that looked profitable but wasn't, a SKU that was destroying your blended margin — we want to document it.

We'll share it here anonymously unless you want to be named. No testimonial form, no marketing speak. Just: what did you find out that you didn't know before?

Share your story

For current Margifi users only. We'll reach out to verify before publishing anything.

Start seeing your real numbers

Your order ROAS is not your delivered ROAS.

Margifi is the profit intelligence layer for Indian D2C — your real delivered ROAS and net margin after every RTO, plus what to do to improve it.

It turns Meta, Shopify and delivery data into profit decisions — SKU by SKU, campaign by campaign.
Start Free Trial — from ₹999/moBook a Demo (Full Plan)
Reporting ₹999/mo
Core ₹3,999/mo
Full ₹7,999/mo

Quarterly and annual billing only. No monthly plans. Reporting/Core self-serve; Full includes a 1-month trial via demo.