The Profit Advisor: why profit moved, in rupees
Sales went up and profit went down. Every COD store owner has had that month. The Profit Advisor tells you which cost moved, by how much, and what to do about it.
What it tells you
- What moved — this month against last, broken into ad spend, deliveries, returns and costs, each in rupees.
- Your real break-even ROAS — the ad return you need once your delivery rate is counted, not the platform's number.
- Where returns come from — the products, cities and customers costing you the most in RTO, ranked by rupees lost.
- Plain-language definitions — every figure says what it measures, so nobody argues about what a number means.
Why ordinary dashboards cannot answer "why"
A dashboard shows this month's number. It does not say that profit fell because ad spend nearly doubled while deliveries rose only a little, or that a third of the returns came from one city. The Advisor compares two periods measured the same way and attributes the difference to the costs that caused it.
Break-even ROAS for cash on delivery
Ad platforms count a sale when the order is placed. Under COD a large share of those orders never deliver — 27.5% of parcels across the stores we measure — so the ROAS a campaign needs to break even is higher than the platform suggests. The Advisor computes it from your own delivery rate and margins.
Ad spend, counted automatically
Meta ad spend is imported from your connected ad account every day, and any other marketing you record in Expenses is included, so the Advisor always compares profit after acquisition.
Available on Pro and Business
The Profit Advisor is included on the Pro and Business plans, alongside the full operations and profit app.
Find out why your profit moved — install freeQuestions merchants actually ask
- Why did my profit fall when my sales went up?
- Usually because a cost rose faster than deliveries: ad spend, returns, or freight on refused parcels. The Profit Advisor compares the two months on the same basis and shows how many rupees each cost moved.
- What is a good ROAS for a COD store in Pakistan?
- It depends on your margin and delivery rate. Because refused COD orders earn nothing, the break-even ROAS is higher than the ad platform suggests. The Profit Advisor calculates yours from your own delivery rate and product margins.
- Which plans include the Profit Advisor?
- Pro and Business.