Run Meta ads on profit, not on orders.
Launch campaigns from Profit First and Meta learns which orders were prepaid or confirmed, and what each one actually earned. Your ads go to buyers who pay, not buyers who refuse delivery.
Example orders and figures. Switch views to compare what Meta is told.
Meta counts every order as a win.
That works for prepaid-first markets. In India, where a large share of orders are COD, it quietly trains Meta on the wrong buyers.
A refused COD looks like a sale
The pixel fires "Purchase" the moment someone orders. Meta never hears that the parcel came back.
So it finds more of the same
Meta looks for people like your buyers, including the ones who never pay. RTO climbs as you scale.
And ROAS hides the loss
A 4x ROAS in Ads Manager can still lose money after product cost, shipping, fees and returns.
Where ₹1,000 of revenue actually goes
An example COD-heavy order. Your numbers will differ.
Follow one order through Profit First
Every order updates what Meta knows, from the moment it's placed to the day it's delivered or returned.
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Order placed
Click ID and ad saved with the order.
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COD confirmed
The AI call checks the buyer is real.
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Sent to Meta
As a good buyer, valued at profit.
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Shipped
Tracked live from Shiprocket.
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Delivered or RTO
Final profit recorded either way.
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Audiences updated
Good buyers seed lookalikes. RTO buyers are excluded.
Set up in four steps
Profit First already sees your orders, costs and deliveries. Now it uses them to guide Meta.
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Connect your accounts
Shopify, Meta and Shiprocket. Your existing pixel and its history stay as they are.
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We clean the signal
Only prepaid and call-confirmed COD orders reach Meta as buyers, valued at their real profit.
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Launch with guardrails
See breakeven ROAS before you spend. Loss-making products and RTO customers are kept out.
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Scale on profit
Track profit by ad, get pause and scale suggestions, and approve every change yourself.
What ROAS do you actually need?
Move the sliders to match one of your products. Profit First does this for every product automatically, before you launch.
What we send to Meta, and why
Meta gets the full story of every order. It only optimizes for the good part.
| Event | When it's sent | Value sent | Used for |
|---|---|---|---|
QualifiedPurchase | Prepaid order, or COD confirmed on call | Expected profit | Main optimization goal |
OrderDelivered | Shiprocket marks it delivered | Final profit | Lookalike audiences, extra signal |
OrderCancelled | Order is cancelled | None | Excluded from ads |
OrderRTO | Parcel returns to origin | None | Excluded from ads |
Purchase | Your existing Shopify pixel | Order value | Left untouched |
A campaign launcher that knows your margins
Every campaign is checked against your real costs and RTO before a rupee is spent.
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Breakeven shown upfront
ROAS and cost-per-purchase limits for the exact products you pick.
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Risky products flagged
Low margin, high RTO or low stock? You'll know before you launch.
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Checked before publishing
Right event, enough budget, exclusions attached and creatives in the right format.
- ✓RTO and cancelled customers excluded
- ✓Recent buyers excluded
- ✓Creatives sized for Feed, Stories and Reels
- !Two ads look very similar
Everything you need to launch and scale
Before you launch
Decide with real margins in front of you.
- Breakeven ROAS per product, from your actual costs
- Product check blocks low-margin, high-RTO or low-stock items
- Bid suggestions so Meta never buys a sale at a loss
- Pre-publish check for event, budget, exclusions and creative specs
- Scheduled launches for sale days
Who sees your ads
Reach new buyers, skip the risky ones.
- RTO and fake-order customers excluded automatically
- Lookalikes built from delivered, high-profit customers
- Recent buyers left out of prospecting
- Profit and RTO by city and state
- Audience scores based on profit, not clicks
After you launch
Know which ad made money, and act on it.
- Profit on ad spend by campaign, ad set and ad
- Creative fatigue alerts before costs rise
- Pause, scale and test suggestions you approve
- Learning phase protection against costly edits
- Meta vs Shopify check on reported sales
Built for how India buys online
Global ad tools assume every order is paid. Profit First is built around COD, returns and pincodes.
Confirmed before it counts
AI calls confirm cash-on-delivery orders before Meta treats them as buyers.
Returns priced in
Expected RTO loss is subtracted from every order's value, so risky orders count for less.
Pincode-level insight
See which areas deliver profit and which keep sending parcels back.
Real rupee profit
Product cost, shipping, gateway fees and packaging, all in one number.
Ads Manager vs Profit First
Same Meta ads system underneath. Better information going in.
| What matters | Launching in Ads Manager | Launching from Profit First |
|---|---|---|
| Which orders Meta learns from | Every order, including refused COD | ✓Prepaid and confirmed orders only |
| Value Meta optimizes for | Order value | ✓Profit after costs and expected RTO |
| RTO customers | Can be shown your ads again | ✓Excluded automatically |
| Breakeven ROAS | ✕Calculate it yourself | ✓Shown per product before launch |
| Product checks | ✕None | ✓Margin, RTO and stock checked |
| Results by ad | ROAS and purchases | ✓Delivered profit and RTO |
| Change history | Basic activity log | ✓Every change, with one-click undo |
We'll prove it on your own account.
Early access brands get a split test: the same budget and the same creatives, one campaign set up in Ads Manager and one from Profit First. You compare delivered profit, not reported ROAS.
Book your split testCampaign A: Ads Manager
- Same budget
- Same creatives
- Learns from every order
Campaign B: Profit First
- Same budget
- Same creatives
- Learns from paying buyers
Judged on delivered profit after product cost, shipping, fees and RTO. You keep the winner.
You stay in control
Profit First suggests. You decide.
Approve every change
Budget, pause and scale changes wait for your OK.
Undo anything
Every change is logged with who made it, and can be reversed.
Data protected
Customer details are hashed before they reach Meta. Tokens are encrypted.
Team access
Owner, agency and viewer roles, so only the right people can spend.
Questions brands ask
Something else on your mind? Ask us when we reach out on WhatsApp.
Do I need to remove my Shopify pixel?
No. Your pixel and its standard Purchase event keep running. Profit First adds its own events alongside them, so none of your past learning is lost.
How do COD orders get confirmed?
Profit First's AI calling agent confirms COD orders with the customer. A confirmed order is sent to Meta as a good buyer. Unconfirmed and cancelled orders are not.
Why not wait until the order is delivered?
Delivery can take a week or more, and Meta learns best from fast feedback. Confirmed orders reach Meta within hours. Delivered and RTO updates follow later to refine your audiences.
What if I don't get many orders a week?
Meta needs roughly 50 conversions a week per ad set to learn well. Below that, campaigns optimize on standard purchases valued at profit, and switch to confirmed orders automatically once you have enough volume.
Can I still use Ads Manager?
Yes. Campaigns launched from Profit First appear in Ads Manager too. If you edit them there, Profit First picks up the change.
Will Profit First change my ads without asking?
No. Pause, scale and budget changes are suggestions until you approve them. Every change is logged and can be undone.
Which shipping partners are supported?
Shiprocket today. Delivery and RTO updates come straight from your Shiprocket account.
Is my customer data safe?
Customer details are hashed before they're sent to Meta, and access tokens are stored encrypted. Data is handled in line with India's data protection law.
Get early access to Meta Ads in Profit First
We're onboarding a small group of Shopify brands first. Tell us about your brand and we'll reach out on WhatsApp to set up your account.
- ✓Guided setup with our team
- ✓A split test on your own ad account
- ✓Breakeven ROAS for every product
- ✓Direct line to the founder for feedback
You're on the early access list
We'll message you on WhatsApp to set up your Meta Ads account in Profit First.