Funnel ROAS Report
Impression-to-order funnel model · Generated 18 October 2026
| Monthly ad spend | ₹5,00,000 |
|---|---|
| CPM | ₹220 |
| Average order value | ₹1,450 |
| Impression → click | 1.20% |
| Click → landing page | 82.00% |
| Landing page → add to cart | 8.50% |
| Add to cart → checkout | 46.00% |
| Checkout → order | 62.00% |
Funnel ROAS calculator
Where is your funnel leaking? Five rates stand between an impression and a paid order. Move them and watch the ROAS move, then try changing the spend, and watch it not.
Your numbers
Example numbers: replace with your ownBands on each slider are Indian D2C medians.
Spend & scale
Change this and watch the ROAS hold still.
Top of funnel
A creative problem. Weak hooks show up here before anywhere else.
Page speed and redirects. Under 70% is a technical fault, not a marketing one.
Offer, pricing and proof. The most expensive step to get wrong.
Cart & checkout
Shipping cost and trust signals decide this one.
Payment options and COD availability. Often the biggest leak in India.
Your funnel turns 22,72,727 impressions into 542 orders. Lifting your weakest step, impression → click, to the median would add 136 orders on the same spend.
Where people fall out
Each bar is what survives the step before it. Counts on the right are exact.
Funnel table
| Stage | People | Step rate | Lost here |
|---|---|---|---|
| Impressions | 22,72,727 | - | - |
| Clicks | 27,273 | 1.20% | −22,45,455 |
| Landed | 22,364 | 82.00% | −4,909 |
| Added to cart | 1,901 | 8.50% | −20,463 |
| Reached checkout | 874 | 46.00% | −1,026 |
| Orders | 542 | 62.00% | −332 |
Three moves, and what each is worth
Lift impression → click from 1.2% to the 1.5% median.
That single fix moves ROAS without another rupee of budget.
Twice the budget buys roughly 1,084 orders at exactly the same ROAS. Spend buys volume, not efficiency.
Estimates from your inputs, not a forecast.
Each slider is banded against Indian D2C medians, amber below the typical range, green above it. Each bar shows what survives the step before it, so the leak is the bar itself; absolute widths would be unreadable across a funnel spanning lakhs of impressions to hundreds of orders.
One rate is worth more than the budget
Doubling spend to ₹10L buys about 1,084 orders at the same 1.57×. Fixing impression → click instead gets 678 orders at 1.97×, on the spend you already have.
Questions this calculator answers
What is a good ROAS for a D2C brand in India?
There is no universal number. A good ROAS is any figure above your break-even ROAS, which depends on your COGS, shipping, gateway fees and RTO rate. Brands with 30% COGS and low returns can be profitable at 2.2×, while brands with 55% COGS and 25% RTO may need 4.5× or more.
Does increasing ad spend improve ROAS?
No. Spend determines how many orders you get, not how efficiently you get them. ROAS is set by your CPM, your AOV and the five conversion rates between an impression and a paid order. Doubling spend roughly doubles orders at the same ROAS.
Which funnel step should I fix first?
Usually the one furthest from the benchmark, weighted by traffic volume. Landing-page-to-cart is typically the most expensive step to get wrong because every visitor has already been paid for by that point.
How the funnel ROAS calculator works
ROAS is not set by how much you spend. It is set by your CPM, your order value and the five conversion rates between an impression and a paid order. Monday Marketing Company uses this model to find which step is leaking.
The formula
Impressions = ad spend ÷ CPM × 1,000 Orders = impressions × click rate × landing rate × add-to-cart rate × checkout rate × order rate ROAS = orders × order value ÷ ad spend Cost per order = ad spend ÷ orders
Worked example
Illustrative numbers, not a benchmark: ₹1,00,000 spend, ₹200 CPM, ₹1,000 order value.
| Impressions | 5,00,000 |
|---|---|
| Impression → click (1%) | 5,000 clicks |
| Click → landing page (85%) | 4,250 |
| Landing page → add to cart (8%) | 340 |
| Add to cart → checkout (45%) | 153 |
| Checkout → order (60%) | about 92 orders |
That is about ₹91,800 of revenue on ₹1,00,000 of spend: a ROAS of about 0.92 and a cost per order of about ₹1,089. Lift only the add-to-cart rate from 8% to 10% and orders rise to about 115, a ROAS of about 1.15, with the same spend and the same ads.
How to read the result
Look for the step furthest from where it should be and with the most traffic behind it. A small lift early in the funnel, like click rate, carries through every later step, while a fix late in the funnel, like checkout, only affects the people who got that far. Compare the ROAS the model gives with your break-even ROAS before deciding whether the leak or the spend is the problem.
Doubling spend roughly doubles orders at the same ROAS. It does not make the funnel more efficient.
Fix the step furthest from the benchmark first, weighted by traffic. Landing page to add to cart is usually the costliest to get wrong because every visitor has already been paid for.
Read the guide: why ad dashboards report more sales than you made Break-even ROAS calculator D2C marketing glossary
Next step
You have found the leak. Now fix it.
On a call, with a senior strategist. We trace the leak through your funnel and agree what to change first.
