1PD Ops Ops Summit मुंबई Edition

SOP 01 New-customer scaling

Point the algorithm at net-new buyers.

Stop grading acquisition on repeat traffic. Train Meta and Google on who’s actually new.

• Feed the campaign a new-visitor signal, not the site-wide purchase event — so the algorithm learns net-new buyers, not returning ones.
• Measure the play by new-customer count and new-visitor CAC, not blended ROAS.
• Cap remarketing budget explicitly so acquisition doesn’t quietly get credit for repeat buyers.

SOP 02 Category scaling

A hero product in every category.

Scale every category, not just the bestseller — shirts, denims, women’s, kids’ each get their own hero.

• Send category-level purchase events so the algorithm knows which category earned the sale, instead of one blended purchase feed.
• Give each category its own signal set and its own hero SKU — stop the bestseller from eating the account.
• Watch category ROAS, not just account ROAS, and let underserved categories build their own numbers.

SOP 03 RTO & COD

More prepaid, fewer returns.

Feed the right first-party signals so Meta stops optimizing for cash-on-delivery orders that come back.

• Send prepaid-order events as the conversion, so the algorithm learns to find prepaid-ready buyers — not COD-and-return ones.
• Exclude high-RTO cohorts from lookalike sources; feed the “clean-buyer” audience instead.
• Track prepaid share and RTO % as real KPIs alongside orders, so the play is graded on money actually collected.

REPORT 01 Product

Product Spend vs. Revenue

• See the 5 products that get high spend but low purchases — and the sleepers driving revenue with almost no ad backing.
• Spot the widest spend-to-sales gap across your catalog, category by category.
• Know exactly which SKUs to exclude, promote, or test in the next cycle.

REPORT 02 Spend & performance

Category × Region Playbook

Where each category earns, where each rupee lands — and what each team should do about it.

• See the one cell that dominates your grid — the state × category where your money actually sits.
• Catch the weakest category that’s still growing (the one Meta keeps funding while ROAS drops).
• Get row-level calls — protect, fix, hold or scale — for every category, in the states that matter.

REPORT 03 Attribution

Attribution Model Report

The true revenue picture — not just what Meta and Google claim.

• Compare first-click, last-click and data-driven side by side at the channel and source level.
• See which channel actually started the sale that Meta is taking credit for.
• Prompt for any model you need and build the revenue report your finance team will actually trust.