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India
Free
Intermediate
Directly addresses why an India-based founder's dashboard ROAS lies: 50-70% of orders being COD with 20-30% return or failed delivery means the 'sale' the ad claims to have made often never actually completes.
Low ROAS on Meta Ads? What Ecommerce Brands Miss in India
From DigiSuggest by DigiSuggest
- Separate COD and prepaid metrics; a reported 2.5x ROAS can be closer to 1.6x once COD returns and RTO are netted out
- Indian buyers silently ask 'is this legit, will COD actually work, can I return it' before converting; ads that ignore this generate clicks without trust
- Exclude historically high-RTO pincodes from paid targeting rather than treating all traffic as equal
- Ads amplify existing weaknesses (no reviews, unclear returns) faster than they amplify strengths
