Notes from real D2C accounts.

Meta ads, tracking, COD and RTO, unit economics, and the decisions behind growth. Real numbers, brand names hidden.

1. Breakeven ROAS for COD-heavy D2C: why 40% RTO almost doubles itThe formula, with D2C numbers: AOV ₹1,800, 30% product cost, ₹90 shipping each way, ₹40 COD fee. At 0% RTO you break even at ROAS 1.59. At 40% RTO you need 2.97.10 November 2026
2. Meta's 'Measure conversions on customer devices' (12 Nov 2026): why Meta may show more sales than ShopifyMeta turns on 'Measure conversions on customer devices' by default from 12 November 2026, and some accounts see a 'performance will be limited' verification alert for 13 November. What each means for an Indian D2C brand, and 4 checks to do this week.10 November 2026
3. Meta, Shopify and GA4 never show the same sales number. Which one is right?Each tool counts a different thing. What Meta, Shopify and GA4 actually measure, why they never match, and which number to use for which decision.10 November 2026
4. A D2C brand spent 14% less on Meta and got 2.25× the purchases. What changed.July vs October 2026 on one D2C account: ₹26,146 spend and 8 purchases became ₹22,375 and 18. The four fixes, in the order we made them.10 November 2026