Ground Truth
The Phantom ROAS Illusion
Your Ads Manager dashboard might boast a 4.5x Return on Ad Spend (ROAS). In the US or Europe where 98% of payments are pre-authorized on credit cards, that represents real bank deposits.
In Nepal, an order placed on Facebook Messenger is merely a tentative expression of interest. When the courier knocks on the door 3 days later, 25% to 35% of buyers do not answer the phone, change their minds, or state they bought it elsewhere.
The Double Courier Penalty
When a parcel returns (RTO - Return to Origin), you earn Rs. 0 revenue, but you still pay courier forward shipping plus return charges (usually Rs. 150 to Rs. 250 in total loss per return).
Core Takeaway: Never judge campaign success on booked orders. Only track Cash Delivered to Bank Account.