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The single most India-specific twist on this question: with most orders on COD and a large share coming back as RTO, an Indian founder's raw purchase signal is noisier than a global brand's, and that noise is exactly what throws off broad and Advantage+.
How to Reduce Return to Origin (RTO) Using Meta Events
From Smartbiz Help Center
- COD and RTO mean Meta's purchase event often includes orders that never actually complete, degrading Advantage+'s learning.
- Sending Delivered and RTO as custom conversion events lets Meta optimize toward buyers who actually keep the order.
- Fixing this signal problem matters more for Indian founders than fine-tuning interest targeting.
