Your reported ROAS, minus the orders that never stuck.
Enter five numbers. See your estimated true ROAS and the revenue gap in rupees. Nothing to connect, nothing to sign.
Your numbers (this month)
The revenue Meta credits to your ads this month.
What share of your orders are cash on delivery.
Of COD orders, how many never complete (refused, undelivered, cancelled).
Of orders that were delivered and paid, how many come back.
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Why the gap is real, and why it is wider in India
Your ad platform counts a sale the moment the pixel fires. It never learns about the cancellation, the COD refusal at the door, or the return two weeks later. Every one of those stays in your reported revenue as money you kept, when you did not.
India widens it. During the 2025 festive quarter, 58% of COD orders came back, against under 15% of prepaid orders in the same window. So the higher your COD share, the wider your gap, and the more your reported ROAS overstates what you actually earned.
Source: Unicommerce India D2C Report, 2026. This calculator uses the rates you enter, not this figure; the benchmark is shown for context only.
How do you calculate true ROAS?
True ROAS is retained revenue divided by ad spend. Retained revenue is reported revenue minus the value of COD failures, minus returns on the orders that were delivered. This tool estimates it from your inputs.
Is this calculator exact?
No, and we will not call it that. It is an estimate built from the rates you enter. Connecting your actual store and ad data produces a continuously updated figure, labelled by how confident we are in each number.