4,887 Orders · 12,191 Units · ₹55.6L Net Revenue
Data sources: Meta Ads Manager · Shopify Analytics · Pincode Data
We've spent time digging deep into 12 months of your data — every order, every return, every pincode, every campaign. What follows is our honest read of where Pret My Baby stands today, what's working, where money is leaking, and precisely what we believe you should do next. This is not a summary — it's a working document. Every section ends with clear, specific actions.
How we calculated these numbers —
Gross Sales = Shopify Total Sales + abs(Returns) ·
Net Revenue = Shopify Total Sales (post-return) ·
AOV = Gross Sales ÷ Unique Orders ·
ROAS = Net Revenue ÷ Meta Spend ·
Unique Orders = 4,887 · Items per order = 2.49 avg
The Full Year at a Glance
June 2025 – May 2026 · All channels combined · Verified against Shopify source data
Gross Sales
₹62.7L
Net ₹55.6L + Returns ₹7.1L
Net Revenue
₹55.6L
Shopify Total Sales (post-return)
Meta Spend
₹19.85L
Total paid media investment
Blended ROAS
2.80×
Net Revenue ÷ Meta Spend
Unique Orders
4,887
2.49 items per order
Avg Order Value
₹1,284
Gross Sales ÷ Unique Orders
● Net Revenue vs. Meta Spend — Monthly
● ROAS by Month
📊
Our read: what this year's numbers mean for your business
Pret My Baby had a good year — ₹55.6L in net revenue from 4,887 orders at an average basket of ₹1,284. Your customers buy 2.49 items per order, which tells us they're already sold on the brand — they come to buy one thing and end up with more. That's a strong signal of product-market fit.
But there are two numbers that we believe are actively costing you money right now. First, your Meta Pixel is not firing — the Purchases Conversion Value shows ₹0 across the entire year in Meta Ads Manager. This means Meta's algorithm has never seen a single purchase from your store. It has been optimising for link clicks all year, not buyers. Every rupee of that ₹19.85L was spent without purchase-optimised targeting. Second, ₹7.1L in returns (11.4% of gross sales) is concentrated in specific pincodes and products that are entirely preventable. We break both of these down fully in the sections below.
⚡ Top 3 Priorities Before Anything Else
Fix the Meta Pixel. Go to Shopify → Sales Channels → Facebook → Data Sharing → set to Maximum. Verify in Meta Events Manager that "Purchase" events are firing. This alone could improve ROAS by 20–30% without changing spend.
Suppress the 79 high-return pincodes from all ad targeting. These are bleeding ₹1.5L+ in returns annually. The pincode list is in the Pincodes tab — add them as excluded postal codes in every Meta ad set today.
Protect December ruthlessly. That single month delivered ₹10.8L — 19.5% of your entire year. Plan your Q4 campaign structure by September. Start budgeting for it now.
🏆
What went right
August 2025 was your most efficient month — ROAS 4.29×, meaning for every ₹1 spent you got ₹4.29 back. You achieved this with only ₹1.28L in spend, the second-lowest budget month. This tells us demand was strong without needing heavy ad support — likely organic word-of-mouth amplifying paid reach.
Your basket size is a real competitive advantage. At ₹1,284 AOV, you're well above most baby accessories brands in India. Customers trust the brand enough to buy multiple items at once.
⚠️
What needs fixing
October 2025 was your worst efficiency month — ROAS dropped to 1.94× even as spend jumped 70% MoM (₹1.27L → ₹2.17L). You over-invested in a weak demand window and got low returns for it. The budget should have been held and deployed in November instead.
The post-December hangover is steep. Revenue fell 49% from December to January. This is partly natural, but better January retargeting of December gifters could soften that drop significantly.
ROAS & Spend — Where Your Money Went
Meta Advertising Efficiency · Month by Month · Net ROAS = Shopify Net Revenue ÷ Meta Spend
Best ROAS Month
4.29×
August 2025 · Spend ₹1.28L
Worst ROAS Month
1.94×
October 2025 · Spend ₹2.17L
CPM Range
₹241–428
Jul-25 cheapest → Mar-26 costliest
CPM Increase
+77%
Jul 2025 → Mar 2026
Avg CPC (Full Year)
₹11.4
Trending up through year
Best CTR Month
3.53%
April 2026
● ROAS by Month
* Pixel not firing — ROAS calculated manually from Shopify Net Revenue ÷ Meta Spend
● CPM & CPC Trend (₹)
● Net Revenue vs. Meta Spend — Monthly Comparison
💡
What we see in your ROAS data
A blended ROAS of 2.80× means for every ₹100 spent on Meta, you got ₹280 back in net revenue. That's functional, but it's masking a wide spread — your best month (August at 4.29×) is more than twice as efficient as your worst (October at 1.94×). The difference between those two months in absolute terms: you spent ₹88K more in October than August and got ₹125K less revenue back. That's a ₹213K swing in the wrong direction.
The CPM rising 77% over 12 months is the structural challenge. Meta's Indian ad auction is getting more competitive — this isn't something you can control, but you can respond to it. The brands that survive rising CPMs are the ones with better creative (which improves CTR, reducing effective CPC) and smarter targeting (which improves conversion rate). Both of those levers are available to you.
What we recommend
Establish a minimum ROAS floor of 2.5×. Any campaign running below 2× for 10+ days should be paused and the budget shifted to better-performing ad sets. Don't keep feeding underperformers "to gather data" indefinitely.
Rising CPM demands better creative, not more spend. Moving your CTR from 3% to 4% reduces your effective CPC by 25% without touching budget. We recommend testing UGC-style video creatives and lifestyle reels — these consistently outperform static catalog ads for baby products.
Use July–August as a "cheap reach" window. At ₹241–274 CPM, you can build warm audience pools at 40% lower cost than in October–December. Audiences built cheaply in summer convert during the festive peak when intent is high.
The seasonal pattern — and why it matters for your planning
Your business runs in three distinct phases. Summer Build (Jun–Aug): moderate revenue, good efficiency, CPM cheap. Festive Surge (Oct–Dec): explosive growth, December delivering ₹10.8L — 19.5% of your entire year in one month. Post-Festive Correction (Jan–Apr): steady decline back to baseline.
The AOV story inside this pattern is important. July AOV is ₹913 — your lowest. By December it hits ₹1,829 — your highest. This is a gifting effect: December buyers are purchasing premium items as gifts. The implication is clear: push your high-ticket SKUs hard in November–January (berets, booties, headband 10-packs), and focus on accessible entry-point products in summer. Running premium-priced ads in July will underperform simply because buyer intent is different.
Revenue growth actions
Reduce December dependency. 19.5% of annual revenue in one month is a concentration risk. Build campaigns targeting baby shower gifting, birthday occasions, and new parent categories to smooth revenue across the year.
Use AOV seasonality to plan ad creative. In Nov–Jan, lead with premium collections and bundles in your ad creatives. In Jun–Aug, lead with accessible starter packs and multi-item value bundles at ₹1,000–1,200 price points.
September needs a tactical intervention. It's your worst MoM drop (−44.8%) with a 21.2% return rate. A targeted flash promotion or new collection launch in mid-September could stem the fall before the festive ramp begins.
January retargeting of December buyers. Instead of cutting budget after December, run warm audience retargeting in January to convert gift-givers into repeat buyers. They've already had a positive experience — the barrier to a second purchase is low.
● Revenue Table — Month by Month
Month
Gross Sales
Returns
Net Revenue
Orders
AOV
Return Rate
MoM Change
Status
Product Performance
What's selling · What's being returned · Seasonal patterns by SKU
Top Revenue SKU
₹4.93L
Stockings with ribbon bow · 253 orders
Highest AOV SKU
₹4,976
Rhynestone Booties · but 29.1% returns
Best Volume+Value
₹3.71L
Headbands 10-pk (sunflower) · AOV ₹3,206
● Top 10 Products — Net Revenue
● Top 10 by AOV (min 5 orders)
● Seasonal Pattern — Top 5 Products (Monthly Net Revenue)
🛍️
What your product data reveals about buyer behaviour
Your top 2 products — Stockings (₹4.93L) and Sunflower Headband 10-pack (₹3.71L) — account for 15.4% of total gross revenue. That's healthy concentration on proven heroes, but both have specific vulnerabilities.
Stockings are a December product. ₹2.6L of the ₹4.93L came in December alone. Outside of that, they barely sell. This means the product has extraordinary festive demand but limited year-round relevance — don't burn ad spend on it in summer.
The Headband 10-packs are your most balanced SKU — ₹3.71L, consistent every month, low returns at 10.4%, and an AOV of ₹3,206. These are your hero products for non-seasonal campaigns. The Rhynestone Booties at ₹4,976 AOV are your premium anchor — but a 29.1% return rate is costing ₹36K in returns annually. The fix is a proper size guide, not better ads.
Product strategy actions
Make Headband 10-packs your year-round hero campaign. Consistent sales, high AOV, manageable returns. These are your most reliable products to advertise any month of the year. Allocate dedicated catalog campaign budgets to these SKUs.
Fix the Booties return rate before scaling ads. Add a baby foot size-to-age reference chart on the product page and in ad creative. Show the product on an actual baby with a size reference. This alone should reduce the 29.1% return rate to under 15%.
Turn off Stocking and Woollen Beret ads outside Nov–Feb. Both are purely seasonal. Running ads for them in May–September wastes budget. Allocate that monthly spend to year-round SKUs instead.
The Pack of 3 Knot Bows (styles 1, 3, 6, 7) all have ~6–12% return rates and consistent monthly sales. These are your safest products to scale — low-risk, steady demand, good returns profile.
● Top 20 Products by Net Revenue
#
Product
Gross
Returns
Net Revenue
Orders
Qty
AOV
Ret%
● Top 15 High AOV Products
#
Product
AOV
Net Revenue
Orders
Ret%
Regional Performance
Net ROAS · CVR · AOV · Return Rate · CPA — by State
Best ROAS State
Meghalaya
4.71× ROAS · ₹45K net
Revenue Leader
Maharashtra
₹9.98L · 900 orders
Best CVR
Telangana
3.78% orders/clicks
Highest AOV State
Meghalaya
₹2,751 avg order value
Lowest CPA
Bihar
₹284 cost per order
Highest Return Rate
J&K (27.3%)
Reduce spend urgently
● Net ROAS by Region (Top 16)
● CVR % by Region (Orders ÷ Clicks)
🗺️
The regional picture — where to invest more, where to pull back
There's a clear efficiency hierarchy in your regional data. 10 states deliver ROAS above 3× — these are Tier 1 markets where every rupee is working hard: Meghalaya (4.71×), Uttarakhand (4.05×), Assam (3.50×), Tamil Nadu (3.35×), Bihar (3.31×), Rajasthan (3.16×), Telangana (3.14×), Punjab (3.11×), Gujarat (3.04×), and Haryana (3.03×).
Maharashtra is your biggest paradox. It contributes ₹9.98L — 18% of total revenue — but only at 2.89× ROAS, with ₹3.45L in Meta spend. Compare this to Tamil Nadu: ₹3.49L revenue at 3.35× ROAS on ₹1.04L spend. Tamil Nadu is giving you significantly more revenue per rupee than Maharashtra. The lesson: don't let volume blind you to efficiency. Maharashtra is saturated and expensive. Tamil Nadu has room to grow.
Punjab has an 18.9% return rate — the highest among Tier 1 states. This means 1 in 5 orders comes back. You're still profitable there at 3.11× ROAS, but the return rate is inflating your gross numbers. If you can reduce Punjab returns to 10%, the real economics improve significantly.
Regional budget reallocation
Increase budget by 30–40% in Tamil Nadu, Uttarakhand, and Assam. These three states are delivering 3.35–4.05× ROAS but receiving a fraction of what Maharashtra and Delhi get. They have capacity to absorb more spend before reaching diminishing returns.
Reduce Maharashtra and Delhi spend by 15–20%. Both deliver sub-3× ROAS despite the highest absolute spend. Redirect that budget to Tier 1 ROAS states. Maharashtra will still perform — it has strong brand recognition — it just doesn't need as much paid support.
Investigate Punjab returns. At 18.9%, specific pincodes in Punjab (143001 Amritsar area, 144001 Jalandhar) are driving the rate up. Pull product-level return data for Punjab and identify which SKUs are being returned — our hunch is it's the Premium Beret and Stockings.
Pause J&K targeting for 60 days. A 27.3% return rate and 1.49% CVR is a toxic combination. The cost of running ads there outweighs returns when refund processing and shipping is factored in.
● Full Regional KPI Matrix
#
Region
Gross Sales
Returns
Net Revenue
Orders
AOV
Ret%
Spend
ROAS
CVR%
CPA
Tier
Pincode-Level Analysis
1,696 active pincodes · ₹6.84L total returns · Return hotspots & growth pockets
Total Return Value
₹6.84L
Across all pincodes
High-Risk Pincodes
79
≥80% return rate + ≥₹1K gross
Clean Growth Pincodes
51
≥₹10K revenue, ≤5% returns
Top Pincode
600036
Chennai · ₹84.9K net · 21 orders
Worst Pincode
146001
Ludhiana · 58% returns · ₹12.1K lost
Zero-Return Pincodes
620
≥3 orders, 0% return rate
● Top 20 Pincodes by Return Value
#
Pincode
Gross
Returns ₹
Net Revenue
Orders
Ret%
Action
● Best Pincodes — High Revenue, Low Returns
#
Pincode
Net Revenue
Orders
AOV
Ret%
Signal
📍
The pincode story — structural return fraud vs product issues
After analysing 1,696 pincodes, we see three distinct patterns. Structural habitual returners: pincodes like 146001 (Ludhiana) returned in December (₹5,648), January (₹2,530) AND May (₹3,957) — the same address returning across three separate months. This is not a product issue, it's a customer exploiting your returns policy. Product-specific returners: pincodes returning only specific SKUs (mostly Booties, Premium Beret, Stockings) — these are fixable with better product information. Genuine one-time returns: customers who returned once and never ordered again — least concerning category.
On the positive side, 51 pincodes delivered ≥₹10K each with ≤5% return rates. Your top pincode, 600036 in Chennai, generated ₹84,943 in net revenue from just 21 orders — an AOV of ₹4,542. That's a single postcode outperforming entire districts in other states.
Pincode actions
Add all 79 high-risk pincodes as excluded postal codes in Meta Ads Manager. Navigate to each campaign → Ad Set → Locations → Exclude → enter postal codes. This is a 30-minute task that will save you an estimated ₹1.2–1.5L in returns annually.
For 146001, 110018, 110024, 387510: disable COD. These are repeat returners. Making them prepay eliminates opportunistic returns almost entirely. You can do this via Shopify Scripts or a COD restriction app.
Create a dedicated "Best Pincodes" campaign. Use the 51 clean pincodes listed below as your target inclusion list. Run your premium SKUs (10-packs, berets) exclusively to these pincodes. Expected ROAS: 3.5×+.
● Target These — Best Pincode Inclusion List for Meta
Include these as postal codes in Meta targeting. ≥₹10K net revenue + ≤5% return rate.
● Suppress These — High-Risk Pincode Exclusion List
Exclude these from all Meta ad sets. ≥80% return rate with ≥₹1K gross sales. Also consider disabling COD for these codes.
Campaign Performance
Meta Ads — Spend · CTR · CPC · Where your budget is going
● Top Campaigns by Spend
● CTR % by Campaign
📣
Our honest assessment of your campaign structure
CAM009 ASC consumed ₹7.68L — 38.7% of your entire annual Meta budget — on a single campaign. It has the highest CPC at ₹13.31 and a CTR of only 2.89%, the second-lowest in the portfolio. ASC (Advantage+ Shopping) is Meta's automated format that self-optimises toward conversions — but with your Pixel showing zero purchase events, it has nothing to optimise toward. CAM009 has been running as an expensive click-buying machine all year.
The most efficient campaign in your account is UM TOF CBO CAT — CTR 3.66%, CPC ₹7.23. That's nearly half the CPC of CAM009, meaning you're getting almost 2× the clicks per rupee. The ISY campaigns (TOF Testing, LLA, MOF Retargeting) are also excellent — CPC in the ₹7.35–8.97 range with healthy CTRs. These three campaigns combined received only ₹88K in spend vs CAM009's ₹7.68L.
Campaign restructuring — what we'd do
Shift 30% of CAM009 budget to UM TOF CBO CAT immediately. That's ~₹38K/month redirected to a campaign delivering 45% more clicks per rupee. Over 12 months, this reallocation alone could add ₹2–3L in revenue at the same spend level.
Triple the ISY campaign budgets. ISY TOF, LLA and MOF Retargeting collectively spent ₹88K and showed the best CPC efficiency. These are significantly underweight. Scale them to ₹30–40K/month each before hitting diminishing returns.
Once the Pixel is fixed, rebuild CAM009 as a Purchases-optimised ASC. The format is sound — the problem was the optimisation objective. With purchase events firing, ASC can genuinely self-optimise and may become your top performer again.
CAM007 Catalog CBO (CTR 3.45%, CPC ₹14.81) has good engagement but high click cost. This pattern typically means ad-to-landing-page mismatch — people click but don't convert. A/B test the product landing pages this campaign drives traffic to.
● Campaign Efficiency Table
#
Campaign
Spend
Impressions
Clicks
CTR%
CPC
CPM
Efficiency
June 2026 — Our Strategy for You
Built on 12 months of your data · What we recommend, and why
01
Last June — Your Baseline
JUNE 2025 ACTUALS · WHAT WE'RE BUILDING ON
Net Revenue
₹3.72L
Our target: ₹4.2L+
ROAS
2.75×
Our target: 3.0×+
AOV
₹1,076
Summer buyers — lighter baskets
Return Rate
8.3%
Target: keep below 8%
CPM
₹261
40% cheaper than festive months
Meta Spend
₹1.35L
Our recommendation: ₹1.2–1.4L
💬
Why June matters more than the revenue number suggests
June looks quiet on paper — ₹3.72L is your third-lowest month. But here's the thing: June is the most important investment month of your year. Here's the logic. Meta's algorithm needs warm audiences to convert during high-competition months — October through December when CPMs hit ₹385–₹428. Those warm audiences are built by reaching people in June, July and August when CPM is only ₹261. Every ₹100 you spend reaching people in June is worth ₹150+ in October, because you're filling your retargeting pool at 40% lower cost.
The June buyer profile is also completely different from a December buyer. June customers are personal shoppers — new parents buying for their own babies, not gifters. Your ad creative should reflect this: "For everyday moments", lifestyle imagery, functional use cases. Not the premium gift-wrapping aesthetic that works in December. Different message, same audience — but reached when they're in a different mindset.
PILLAR 1 Audience
Lead with the 51 best pincodes — these delivered ≥₹10K with ≤5% returns. Create a "Best Markets" ad set with postal code inclusion.
Exclude all 79 high-risk pincodes from every campaign — add as excluded postal codes before June 1.
Lookalike audiences from buyers in 400053 (Andheri), 122002 (Gurugram), 560064 (Bengaluru) — your highest-volume clean pincodes.
Retarget last June's buyers who haven't purchased in 6 months. Warm audience, lower acquisition cost.
PILLAR 2 Products
Hero SKU: Headband 10-packs — consistent year-round, AOV ₹3,206, 10.4% returns. Lead every campaign with these.
Do not run Stockings or Woollen Berets in June. Zero demand in summer, high chance of wasted spend and returns.
Test a "Summer Starter Pack" bundle at ₹1,200–1,500 — aligned with June's AOV, easier entry point for new buyers.
PILLAR 3 Campaigns
Fix Pixel before any spend. Without it, we are optimising for clicks not buyers. Non-negotiable prerequisite.
Primary campaign: UM TOF CBO CAT — CPC ₹7.23, CTR 3.66%. Allocate 35% of June budget here.
ISY TOF + LLA + MOF — allocate 30% combined. CPC ₹7–9, your most cost-efficient cluster.
Best-Pincode campaign: postal code targeted, premium SKUs only, 20% of budget. Expected ROAS 3.5×+.
PILLAR 4 Budget & Targets
Recommended spend: ₹1.2–1.4L — in line with last June. Don't over-invest in a historically soft month.
Revenue target: ₹4.2L net (vs ₹3.72L last year, +13%). Achievable with Pixel fix + better targeting.
ROAS target: 3.0× (vs 2.75× last June). Pixel fix alone should lift this by 0.2–0.3×.
Return rate ceiling: 8% — maintained via pincode suppression and not running high-return SKUs.
📅
Week-by-week June execution plan
Week 1 (Jun 1–7): Verify Pixel is firing for Purchase events. Launch UM TOF CBO CAT with summer lifestyle creative. Activate Best-Pincode campaign. Apply all pincode exclusions. Target: ₹28–30K spend, measure CTR baseline.
Week 2 (Jun 8–14): If CTR below 2.8% → refresh creative. Launch ISY TOF LLA with lookalike audiences seeded from top pincodes. Push Headband 10-packs and Knot Bows as featured products. Target: ₹30–32K spend.
Week 3 (Jun 15–21): Launch ISY MOF Retargeting targeting site visitors who haven't converted from weeks 1–2. Mid-month check: if ROAS tracking above 3×, increase total budget 10–15%. If below 2.5×, audit creative and pause underperformers. Target: ₹30K spend.
Week 4 (Jun 22–30): Begin July audience warm-up — build "Add to Cart, not purchased" retargeting pool. Run small cart-abandonment offer to top-pincode audience. Capture email leads for October festive launch. Target: ₹32–35K spend.
Our commitment for June
We will set up and verify the Meta Pixel purchase events before campaigns go live. This is our first task.
We will build and activate the pincode exclusion list across all ad sets before the first rupee is spent in June.
We will share a weekly performance dashboard every Monday with ROAS, CTR, CPC, and return rate tracking against the targets above.