Question 1

Our platform ROAS is 4.0. Is that good? Show the math.

Accepted Answer

Not until returns enter the math - worked example, all figures illustrative. Spend ₹1,00,000 at a platform-reported ROAS of 4.0 and the dashboard shows ₹4,00,000 of revenue. If 20% of that revenue comes back as returns, the store keeps ₹3,20,000 - a real ROAS of 3.2 on the same spend. The platform was not lying; it just cannot see the courier bringing the parcel back. Now make it a decision: if your margins mean you break even at a true ROAS of 3.0, the dashboard says you are comfortable at 4.0 while the kept-revenue number says you are one promotion away from the line. Run the same arithmetic per category - return rates differ sharply between lines - and the budget usually wants to move. This is the Return-Adjusted ROAS in one calculation; your return rates replace the 20% the moment store data is wired in.

Question 2

Which platforms do you run for e-commerce, and why?

Accepted Answer

Mainly Google and Meta, because together they cover the whole shopping journey. Google Shopping and search capture the people already looking for a product, a category or a brand. Meta reaches the much larger group who are not searching yet, by interest and behaviour, and retargets the ones who viewed a product or left a cart. How we split budget between the two depends on your products, your price points and how much demand already exists. We decide it from the data, not a template.

Question 3

Our ad dashboards look fine but we are not sure spend is paying. What is the fix?

Accepted Answer

Usually the measurement. If the platforms are optimising to clicks or shaky conversion data, they chase cheap traffic rather than buyers. The fix is clean purchase tracking wired from your store back into Google and Meta, so the bidding learns the profile that actually buys. Once that is in place we report on cost per sale and return on ad spend rather than clicks, so the campaigns that drive revenue get the budget and the ones that only drive traffic get throttled.

Question 4

How do you measure whether the spend is working?

Accepted Answer

Against cost per sale and return on ad spend, wired to your store and analytics - not impressions, clicks or raw traffic. You get one clear report the business can read, reviewed every week against the number we agreed at the start.