Every figure needs
a receipt.

D2C Performance is written by the performance team at Boring Commerce. We run paid growth for Indian D2C businesses. These guides turn performance reports into decisions about spend, creative and offers.

What the agency sample covers

The reference window runs from 8 April to 5 November 2026, starting when the third brand’s Meta records begin. Five brands contribute 364 observed Meta brand-days, ₹62.83 lakh spend and 4.68 crore impressions. Five INR store reports contribute 859 observed store-days, 21,953 orders and ₹7.62 crore net revenue. Coverage varies by brand. We pool recorded rows and leave unsynced dates out.

The ad guides also show a four-brand sales/catalogue-labelled subset: ₹7.05 lakh spend over 218 observed brand-days from 26 April to 5 November. Campaign names containing sales, catalog, catalogue or DPA are included. Names referring to awareness, engagement, traffic, profile visits, add to cart, initiate checkout or payment info are excluded. This is a naming filter; account objectives and delivery geographies vary.

How we calculate the readings

CTR is reported clicks divided by impressions. CPM is spend divided by impressions, multiplied by 1,000. ROAS is Meta-attributed purchase value divided by spend. Net revenue per order uses the store reporting revenue field divided by reported orders. Shopify Analytics AOV uses product sales less discounts before post-order adjustments, so we keep the labels separate.

We sum each numerator and denominator before dividing. CTR and CPM are impression-weighted, ROAS is spend-weighted and the store reading is order-weighted. The bars show outward-rounded brand ranges with the pooled reading marked. Ad rows use INR and the India store reporting scope; local-store and US-store rows are excluded. The click field is reported clicks, with no verified link-click subtype.

Privacy and publication policy

Client identities stay private. Every published agency average or range includes at least three brands. We publish pooled totals and anonymous ranges, with no individual store revenue or identifying category-and-location combinations. Missing records stay missing rather than becoming zero.

Each post leads with the operating answer, gives the source and observation dates in its receipt, and links to dated public reports. Overseas reports retain their original currency and sample label. Worked examples are labelled once and use stated assumptions.

Corrections

All launch posts are dated 6 November 2026. Observation windows are shown separately. When evidence changes, we update the modification date. To flag a calculation or definition, include the page URL and the field you are querying when booking a review.