D2C Performance Marketing

ROAS is revenue divided by ad spend for one channel or campaign, as reported by that platform. MER (marketing efficiency ratio) is total revenue divided by total marketing spend across every channel, taken from your store's own numbers. ROAS guides daily optimisation; MER tells you whether the business is actually profitable, because platforms tend to over-claim credit for the same order.

The one your margin allows, not a fixed number. A brand with high gross margin and low returns can profit at a lower ROAS than a low-margin brand with high COD returns. We calculate the break-even ROAS per product line first, then set targets above it so each order contributes after ad spend, shipping and returns.

Because Meta attributes orders on its own rules and windows, browsers block some tracking, and Google and Meta can both claim the same purchase. Fixing the Conversions API, checkout tracking and GA4 events closes most of the gap, and reporting on MER from store revenue gives you one number nobody can inflate.

Yes. Reels, UGC-style videos, AI ad shoots, statics and copy are produced in-house so testing does not wait on a separate agency. Creative is the biggest lever in performance today, and we plan batches monthly around the angles that are working.

Enough to get statistically useful purchase data within two to three weeks, which for most Indian D2C brands means a daily budget sized from your average order value and target cost per purchase rather than a rule of thumb. We size it in the economics workshop and scale in steps once cost per purchase is stable.

Yes. Welcome, abandoned-cart, post-purchase, replenishment and win-back flows on Klaviyo or a WhatsApp Business API provider are part of the retainer, because repeat orders are what make paid acquisition profitable.

Yes. Amazon, Flipkart and quick-commerce ads are run by the same team with a shared view of budget across channels, so we can see where the next rupee earns the most.