Revenue Intelligence · AI-Powered Audits
NutraFast is a Dubai-based D2C nutrition brand selling direct through Shopify and driving traffic primarily through Meta. Monthly ad spend: ₹1.2 crore. The marketing team was reporting a ROAS of 3.8× — comfortably above target.
The numbers looked healthy. Revenue was growing. But margin was compressing quarter over quarter, and nobody could explain why.
Meta's pixel lost approximately 30% of conversion signals after iOS 14.5. The reported 3.8× ROAS included conversions that never happened. Verified ROAS: 2.1×.
The top-selling SKU had a 6% net margin after returns and fulfilment — well below the blended average.
Instagram Stories mobile had a 78% cart abandonment rate — accounting for ₹4.2 lakh per month in lost revenue.
We thought our Meta was working. MornningStar.ai showed us exactly where it wasn't — and the fix took one afternoon.
— Founder, NutraFast D2CCampaign restructure: Moved budget towards Conversions API-verified audiences with confirmed purchase signals.
Audience exclusion: Excluded post-purchase customers from acquisition campaigns.
Checkout funnel fix: Mobile-optimised landing page for Instagram Stories. Cart abandonment dropped from 78% to 52%.
The audit cost $1,500. The spend recovered in the first month was ₹18 lakh. That is a 120:1 return on audit investment.
Billing leakage and OPD funnel gaps across 11 outlets.
OTA dependency and dynamic pricing gaps fixed in 60 days.