Wellness & supplements D2C
A 4x supplement ROAS that's underwater after RTO.
Meta reports 3.2x–5.5x on your supplement campaigns — but that's booked orders on a 60–80% COD funnel. Strip 20–40% Meta inflation, ~26% COD RTO, and the full write-off on every returned nutraceutical, and the money that actually lands is a fraction of the screen number.
- COD is 60–80% of the cart — and one in four COD orders never delivers.
- A returned supplement can't be resold: full COGS write-off, not just freight.
- ₹400–600 AOV against near-fixed shipping — one RTO erases several delivered orders.
Connect Shopify + Meta + your courier. No pixel, no code.
Typical Indian wellness & supplements benchmarks — your real numbers will differ.
The gap
What a 4x supplement ROAS is really worth
Meta optimises to booked COD orders. Your bank sees delivered, kept, non-expired revenue. On a COD-heavy supplement funnel, those are two very different numbers.
Profit truth
Profit truth
Meta shows 4x. Your bank shows a loss.
Wellness campaigns book 3.2x–5.5x in Ads Manager, but that's order revenue on a COD-heavy funnel — and Meta's number diverges 20–40% from money landed once RTO, view-through and cross-device inflation come out. Worse, ~30% of supplement ads get rejected for health-claim compliance, pushing you into broad Advantage+ audiences that pull in the lowest-intent COD buyers — exactly the cohort that returns. Margifi shows delivered ROAS on courier-confirmed revenue, per campaign, so you scale the spend that actually lands.
- Delivered ROAS vs Meta's order ROAS, per campaign
- COD reliability / delivered-order-quality score per campaign — catch broad-audience spend buying undeliverable demand
- The order-vs-delivered ROAS gap, so the screen number stops lying
Returns & RTO
Returns & RTO
A returned supplement is dead inventory — not just lost freight.
Unlike apparel, a returned nutraceutical usually can't re-enter sellable stock: seal integrity, potency loss on probiotics and omega-3s, and FSSAI / Legal Metrology expiry rules make re-dispatch a fineable risk. Expiry write-offs run 10–18%. So the true net-margin hit of an RTO here is the full COGS write-off on top of two-way freight — a magnitude most founders never model. Margifi folds the unsellable write-off into net margin after every RTO, SKU by SKU.
- NDR & Out-for-Delivery calling worklist — the exact in-flight orders to call or WhatsApp-confirm today, ranked by rescue value & pincode risk Live
- RTO / NDR by region & pincode heat, tied to delivered ROAS per zone
- Return-loss charged back: reverse freight + write-off pinned to the exact ad and SKU that caused it
COD reliability
COD reliability
Your subscription LTV assumes the first order arrives.
Supplements live on subscription LTV — but the first COD order is where it breaks: a big share RTO and never become a paying, repeating customer, and involuntary churn bleeds the cohort after (8–12% of subscribers lost monthly). So the true cost to acquire a delivered, repeating customer runs far above the order-CAC Meta optimises to. Margifi shows delivered CAC vs order CAC, first-order RTO risk, and a per-phone COD reliability score so you stop scaling on a number that assumes 100% delivery.
- Per-phone COD reliability score (RTO Shield) + COD→prepaid conversion upside
- Delivered CAC vs order CAC + first-order RTO risk per acquisition cohort
- Contribution margin per delivered order vs break-even — with per-order shipping / COD / RTO drag on a ₹400–600 cart
Products & catalogue
Products & catalogue
Which supplement SKU actually makes money after returns?
Blended margin hides it: a top mover on units sold can be a net loser once returns and COD-RTO net out, while expiry-dated stock quietly turns into dead inventory. In a typical catalogue ~25–30% of SKUs are negative-margin 'zombies' you keep restocking and advertising. Margifi ranks every SKU by delivered profit — Scale / Keep / Stop — with per-SKU RTO, prepaid share and expiry-aware dead-stock value, so you cut duds and reinvest into the SKUs that land and get kept.
- Catalogue / DPA product-level delivered profit — real margin per product after returns, not blended Live
- Per-SKU delivered-profit ranking (Scale / Keep / Stop) + per-SKU RTO / delivery / prepaid share
- Expiry-aware dead-stock value & days-of-cover — FEFO before write-off
Meta was showing me 4.2x on my whey and multivitamin campaigns, so I kept scaling. Then I reconciled the bank — after COD returns and the stock I had to write off, I was barely at 2x. Half my 'best' orders were bouncing in the same five pincodes.
Wellness & supplements founder — illustrative
Illustrative — a category benchmark, not a single brand's numbers.
Questions
Margifi for wellness & supplements — FAQ
Because Meta counts booked orders, and wellness runs 60–80% COD. Once you strip 20–40% Meta inflation (view-through, cross-device) and ~26% COD RTO, delivered ROAS on a reported 4x lands closer to 2x. Margifi computes ROAS on courier-confirmed delivered revenue, so you scale on money that actually arrived.
See your real delivered profit, wellness & supplements.
Connect Shopify and Meta and watch order ROAS become delivered ROAS — net of every RTO.
1-week free trial · first charge after trial