Metric guides
India-specific
RTO, COD and delivery-adjusted numbers that decide whether Indian D2C ads really pay.
All India-specific guides
3 guidesRTO rateThe share of shipped orders that come back to you undelivered. It moves with payment method, pincode and, most importantly for marketers, with the campaign that brought the order in.Read guide →Delivered ROASROAS counted only on orders that actually reached the customer. It takes out cancellations and RTO, and it often reorders which campaigns look best.Read guide →Effective CPAWhat you really pay in ad spend for each order that reaches a customer. It divides spend by delivered orders instead of placed orders, so cancellations and RTO show up as a higher cost.Read guide →
More guides
See every one of these metrics on your own data
BooleanMaths tracks every order, merges ad, store and shipping data, and computes these numbers daily for each campaign and ad.
Metric guides
India-specific
RTO, COD and delivery-adjusted numbers that decide whether Indian D2C ads really pay.
All India-specific guides
3 guidesRTO rateThe share of shipped orders that come back to you undelivered. It moves with payment method, pincode and, most importantly for marketers, with the campaign that brought the order in.Read guide →Delivered ROASROAS counted only on orders that actually reached the customer. It takes out cancellations and RTO, and it often reorders which campaigns look best.Read guide →Effective CPAWhat you really pay in ad spend for each order that reaches a customer. It divides spend by delivered orders instead of placed orders, so cancellations and RTO show up as a higher cost.Read guide →
More guides
See every one of these metrics on your own data
BooleanMaths tracks every order, merges ad, store and shipping data, and computes these numbers daily for each campaign and ad.