For COD ecommerce merchants
Your ad platform counts every order placed — even the 20 to 35 percent that never get delivered in a COD market. Settled shows your real profit after returns, shipping, and ad spend, so you scale campaigns that actually make money.
Illustrative example — not a real merchant's data
What your ad platform reports
3.1x
Gross ROAS
PKR 310,000 of orders placed ÷ PKR 100,000 ad spend
What Settled shows
2.2x
Net ROAS
PKR 220,000 actually delivered and paid ÷ PKR 100,000 ad spend
The PKR 90,000 gap: orders that were placed but never delivered — returned, refused at the door, or lost in transit — still cost ad spend and shipping, but never became revenue. And that's before returns, courier fees, and other costs are counted against what's left, which is what the full profit waterfall does.