Article

Low ROAS on Meta Ads? What Ecommerce Brands Miss in India

DigiSuggest Free Intermediate India

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.

  • 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
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The question it answers

  1. My ads get clicks but no sales, why aren't my Meta ads converting?

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