It depends on what one purchase costs you in ads. This planner uses two rules. The minimum is about 1.5 times your expected cost per purchase each day (a Rinisha rule of thumb: roughly 10 orders a week, enough to judge results in two weeks). The ideal is about 7 times your cost per purchase each day, so one ad set can reach around 50 orders a week and leave Meta’s learning phase. Indian D2C stores usually pay ₹300–₹1,500 per purchase (upGrowth, 2026), which puts the minimum at roughly ₹450–₹2,250 a day. Add 18% GST on ad spend. Use the planner above to get the range for your own numbers.

ROAS is sales divided by ad spend. Break-even ROAS is the point where ad spend uses up all the money left from an order after product cost, shipping, packaging, payment fees and returns. You get it by dividing your order value by your break-even cost per order. For example, a ₹1,499 kurti with 28% of orders returned undelivered and 60% paid by cash on delivery leaves about ₹604 per order placed, so break-even ROAS is 2.48x. Below that, ads lose money; aim above it to keep a profit.

You pay for the ad when the order is placed, but you only earn on orders that are delivered, and every return to origin (RTO) costs shipping both ways. So RTO cuts straight into what you can afford per order. In the ₹1,499 kurti example, every 5-point drop in RTO lets you pay about ₹53 more per order and still break even. RTO also rises in festive sales: across Indian D2C it peaked near 39% in November 2025 (Unicommerce). WhatsApp confirmation of COD orders and a small prepaid discount are the usual first fixes.