The profit blog
What your Meta dashboard won't show you.
Delivered ROAS, RTO as a margin problem, and net margin per SKU — written for founders who run COD-heavy brands and need numbers they can trust. New pieces as we publish them; no filler.
Profit intelligenceDelivered ROAS vs platform ROAS: why your Meta number liesPlatform ROAS counts the order. Delivered ROAS counts the order that arrived and got paid. For COD-heavy Indian D2C, the gap between them is your real margin.9 Jun 2026Read COD intelligenceRTO is not a logistics problem. It is a margin problem.Treating return-to-origin as an ops nuisance hides where it really lands: net margin per SKU and per campaign. Here is how to attribute RTO cost back to the decision that caused it.7 Jun 2026Read
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