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India
Free
Intermediate
Apurv Singh has managed over 50 million dollars in ad spend across Indian brands, and this guide gets specific about the layer platform metrics miss entirely in India: prepaid ratio, repeat purchase rate, and a loaded CAC that runs 20 to 40% above what Meta reports.
Performance Marketing: The Complete Practitioner's Guide
From HQ Digital by Apurv Singh
- Recommends CM2, revenue minus COGS, shipping, returns, and ad spend, over platform ROAS as the number that must stay positive.
- States loaded CAC, accounting for team and tools, typically runs 20 to 40% higher than Meta's reported figure.
- Names prepaid ratio and repeat purchase rate as the India specific factors deciding whether paid Meta spend can scale profitably at all.
