True ROAS · Live in Insights
The ROAS in Ads Manager never shipped.
Order ROAS counts bookings — including every COD order that gets refused at the doorstep and couriered straight back. Delivered ROAS counts what your courier confirmed at the door. On our pilot brand the gap was 4.73× to 1.5×, against a 1.85× break-even. Campaigns were being scaled on a number that never existed.
- Courier-confirmed, never estimated
- Per campaign, ad set and ad
- No pixel · no code
The funnel
Order → Confirmed → Delivered.
Every rupee of ROAS decays in the same three steps. An order is booked. Some of it gets an AWB and leaves the warehouse. And some of that survives the doorstep: the courier delivers it, or brings it back as an RTO and you pay shipping twice. Margifi shows all three ROAS numbers side by side, so you can watch exactly where the booked number becomes the real one.
Orders the courier hasn't decided yet show “—” — they sit in the funnel as undecided, not silently counted as revenue. No assumed RTO percentage, no modeled multiplier.
Before courier truth, the pilot brand's “delivered” ROAS was an estimate near 3.6× — comfortably profitable on paper. Reconciled against confirmed outcomes it was 1.47×, below break-even. The estimate wasn't slightly off. It was the wrong side of the line.
- Order ROASWhat the ad platform reports — every booked order, including the ones that will never leave the warehouse or never survive the doorstep.
- Confirmed ROASAfter the parcel ships — the orders with an AWB that left the warehouse, before the doorstep decides.
- Delivered ROASAfter the courier's verdict — delivered orders only, net of every RTO. The one number your bank statement will agree with.
The decision layer
A number is not a decision
- Scale / Keep / Watch / Stop on every campaign, on your ROAS thresholds
- Composable boards — hero KPI strip, saved boards, date controls
- Drill from campaign to ad set to ad without losing the delivered basis
Spend and order ROAS are real pilot numbers. Per-campaign delivered ROAS reads “—” because courier truth doesn't join at campaign grain for this brand yet — and we don't estimate. Blended delivered truth is on the live demo.
Saved boards
Compose the board you actually run the business from — pick the KPIs in the hero strip, save views per question, switch date ranges without rebuilding.
Ad efficiency, day one
CPM, CPC, CTR and blended CAC per campaign are courier-independent — useful from the first sync, before any delivery outcome lands.
Flags you can argue with
Every flag shows its working: the delivered ROAS, the break-even it was judged against, and the spend at stake. It's a recommendation, not a black box.
Attribution honesty
The orders we can't attribute, we say so.
Some orders can't be tied to a campaign cleanly — and most tools quietly smear them across your ads to make attribution look complete. Margifi keeps a visible unattributed bucket instead. When per-campaign delivered ROAS can't be computed honestly, the cell reads “—” with the reason — because a confident wrong number is worse than an honest blank.
Real pilot brand — 30 days to 21 Jul 2026, courier-confirmed. Not an illustration.
The claim gap
The platform reported 513 purchases. We could match 16.
Every ad platform reports its own conversions. Margifi counts how many of your actual Shopify orders can be traced back to an ad click — and on this brand, in this window, that was 16 of 513. The other 497 are unmatched.
Read that as a measurement gap, not an accusation. Most of those unmatched purchases are real orders that arrived untracked: this brand tags only 2.8% of its orders with a recognisable source, and across every order we hold, not one carries an ad click ID — the storefront strips it from the link before we ever see it. What the number tells you is how much of the platform's story you can independently verify. Here it is 3%.
One brand's measurement, not an industry constant — the live pilot brand over a recent 30-day window, 597 Shopify orders of which 578 arrived with no ad taking credit. Your own gap depends almost entirely on how well your links are tagged, and Margifi shows you that number too.
Delivered ROAS, plainly.
Delivered revenue divided by ad spend — revenue only from orders your courier confirmed as delivered, net of every RTO. Order ROAS divides booked revenue by spend, which in a COD-heavy business includes orders that come straight back. Delivered ROAS is the version your bank statement agrees with.
Scale on the number that arrived.
Connect Shopify, Meta and your courier — and see order vs delivered ROAS on your own campaigns, with older orders reconciled on day one.