The hard questions.
Answered directly.

Yes. Here's exactly how it works.

Margifi pulls your Shopify orders, your Meta ad spend, and your courier delivery confirmation. An order is only counted as "delivered" once your courier webhook confirms it was physically delivered and the COD amount collected. RTOs — orders that came back — are subtracted before the ROAS is calculated.

Most analytics tools compute ROAS on confirmed orders. That means every RTO looks like revenue in their system. It isn't. If you're running 35% RTO, a 4.0× order ROAS is really a 2.6× delivered ROAS after the loss is stripped out. That's the number that matters.

What the data model does:

• Takes your Meta spend (what you actually paid, including 18% GST)
• Maps each order to the campaign, ad set, and ad via Shopify's landing_site field
• Waits for delivery confirmation from the courier
• Calculates: delivered revenue ÷ total ad spend = delivered ROAS

No estimates. No sampling. Order by order.

No pixel. No iOS loss.

Margifi doesn't rely on the Meta pixel or any browser-based tracking. We read Shopify's landing_site field — a server-side record that Shopify writes at order creation, not at the click. It captures the UTM parameters from the landing URL when a customer places an order.

Because this happens on Shopify's server at the moment of purchase — not in the customer's browser — iOS privacy changes, ad blockers, and Safari's ITP have zero effect. The data doesn't go through a pixel. It never did.

What this means in practice:

• Campaign, ad set, and ad-level attribution on every Shopify order
• No discrepancy between Meta's reported spend and the orders Margifi attributes to it
• Works for every customer, including those on iOS with tracking off

We store a one-way hash of the phone number — not the number itself.

When Margifi processes an order containing a customer's phone number, we immediately hash it using a cryptographic hash function. The original phone number is not stored anywhere in our system. The hash is then encrypted at rest. This means:

• We cannot reverse the hash to retrieve the original number
• We cannot share, sell, or leak a raw phone number — because we don't have one
• Our cross-brand COD reliability network (COD Intelligence) works entirely on these encrypted hashes, not on identifiable PII

DPDP compliance:
This architecture is designed to align with India's Digital Personal Data Protection Act, 2023. Our Data Processing Agreement is available at /dpa. Our Privacy Policy explains what data we hold, how long, and how you or your customers can request deletion.

No monthly billing. Quarterly or annual only.

Here's the honest reason: profit analytics take time to prove their value. If you sign up, give it two weeks, and churn because you haven't seen enough data to act on — that's a bad outcome for both of us. The quarterly minimum means we both have skin in the game for at least one business quarter.

It also keeps the pricing simple. No upsells, no per-seat fees, no usage-based surprises.

Two paths depending on which plan you're on.

Self-serve — Reporting (₹999) and Core (₹3,999):
Sign up at /signup, connect your Shopify store and Meta ad account, and you're live. No sales call, no waiting. Most brands see their first delivered ROAS number within 24 hours of connecting.

• Reporting (₹999/mo): daily WhatsApp profit brief + ROAS and low-balance alerts. No dashboard.
• Core (₹3,999/mo): full Insights dashboard — delivered ROAS, SKU-level margin, campaign profit, RTO attribution, AI anomaly alerts.

Book a demo — Full plan (₹7,999/mo):
The Full plan includes Engage — our native WhatsApp automation layer. Because Engage sets up a WhatsApp Business API number for your brand, and because we include a 1-month trial, we do a short onboarding call to get it configured correctly. The demo is that call.

If you're evaluating Margifi and want to see the dashboard before committing, you can also book a demo just for that. No pressure.

Meta shows order ROAS. Shopify shows confirmed orders. Neither shows you delivered profit.

Meta counts an order as a conversion the moment Shopify sends the purchase event. If that order later goes RTO, Meta doesn't know — its ROAS number never updates. You're optimising campaigns towards orders that never turned into real revenue.

Shopify's reports confirm orders at the moment a customer places them — before delivery, before COD collection, before the courier picks it up. A COD brand with 35% RTO has 35% of its "confirmed" order revenue that doesn't actually exist.

What Margifi adds:
Margifi closes this loop — Meta spend → Shopify order → courier delivery confirmation — into a single profit view. You see:

• Delivered ROAS: revenue from actually-delivered orders ÷ Meta spend
• Net margin per SKU: after COGS, shipping, ad spend, GST, and RTO cost
• Campaign profit: which campaigns drove delivered orders vs just confirmed ones

This isn't a criticism of Meta or Shopify — both are excellent at what they do. They just don't solve the post-delivery truth problem. That's our job.

Three connections. Most brands are live the same day.

1. Shopify (required)
One-click OAuth. Margifi reads your orders, line items, product catalogue, and fulfillment data. Read-only API scopes — we cannot write to your store or modify anything.

2. Meta Ads (required for ad attribution)
Read access to your Meta ad account via the Meta Marketing API. We pull your spend, campaign hierarchy (campaign → ad set → ad), and impressions. Read-only.

3. Courier / delivery data (required for delivered ROAS)
For Shiprocket, Delhivery, and other major couriers, we connect to your own courier account — your courier sends delivery status updates to Margifi in real time (Shopify fulfilment is a labelled fallback). Our team walks you through this during onboarding; it takes about 15 minutes.

Timeline:

• Shopify + Meta: live within minutes of connecting
• Courier webhook: same day if your courier supports webhooks (most do)
• Historical backfill: 50 days of past orders sync automatically on first connect

Yes. Multi-brand is built in.

Margifi's portfolio view lets you see all connected brands on one screen — each with their delivered ROAS, active RTO rate, and today's profit summary. Switching between brands is instant. Each brand's data is fully isolated at the database level, so there's no cross-contamination between client accounts.

Current plans (Reporting, Core, Full) are priced per brand. If you're running 5+ brands on Margifi, talk to us — an agency or partner tier is on the roadmap, and we'd rather work something out that makes sense for your portfolio than have you pay retail multiple times over.