Revenue Intelligence Insights

What we are finding inside the data.

Analysis, findings, and patterns from real MornningStar.ai audits. No theory. No thought leadership. Just what the numbers actually show.

D2C · Attribution · Analysis

Why your Meta ROAS is wrong — and what it is actually costing you

By MornningStar.ai Intelligence Desk · 8 min read

iOS 14.5 broke attribution. Meta filled the gap with modelled conversions — statistical estimates presented as fact. Most D2C brands are optimising against numbers that don't exist. We analysed 23 audits to find the real gap.

The average attribution gap across our D2C audit portfolio: 38%. That means for every ₹100 your dashboard says you earned, ₹38 was never real.

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28% of your SKUs are responsible for 72% of your returns

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Retail return rates are a margin problem hiding inside an inventory problem.