Cash on delivery: an order is not realised profit
Orders can be cancelled or returned; separate ad measurement from collected revenue.
Orders can be cancelled or returned; separate ad measurement from collected revenue.
Practical steps
- Document when Purchase fires.
- Track confirmation, shipping and delivery.
- Reconcile orders with cash collected.
- Calculate margin after returns and ads.
Worked example
100 orders and 60 deliveries mean evaluating 60 actual outcomes plus the costs of unsuccessful orders.
Mistake to avoid
Document any change to event definitions during comparisons.
Working checklist
Keep an event table linking names to actions: product view, cart addition or order submission. Record source, value and currency, test once and repeat after changes. Exclude tests from sales reviews and reconcile reports with order records. Respect privacy choices; tracking never replaces actual delivery and cash-collection follow-up.
Common question
Is ROAS enough?
No: check net profit and delivery outcomes.
Put it into practice
Create your store on Matjri, prepare the information needed for this guide and test the result as a customer on your phone before sharing the link. Edit photos, descriptions and options and manage orders from your store dashboard.
Sources and further reading
Editorial review: 11 October 2026. Calculations are illustrative; tools and fees may vary by account and supplier.