TruImpact

E-commerce P&L Dashboard

Profit Calculator

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Example figures. Sample numbers so you can see the math. Clear brand data and plug in real figures; the blue-tinted settings stay as you set them.

Ad Spend

GST @ 18% (Auto)
₹54,000
Recovered as ITC
Total Ad Spend incl. GST (Auto)
₹3,54,000
Ad Cost in P&L (Auto)
₹3,00,000

Order Summary

Use a settled period, where every order is delivered, RTO'd or cancelled. Anything still in transit gets counted as RTO.
5% apparel and footwear up to ₹2,500, 18% skincare and electronics, 3% jewellery. Use a blended rate for mixed catalogues.
Share of all RTOs that were COD, from your shipping panel. It only shifts COD fees and the prepaid vs COD revenue mix, so it nudges profit a little. Delivery % is what drives RTO cost.
COD Orders (Auto)
900
COD Revenue (Auto)
₹8,70,000
Prepaid Order % (Auto)
40.0%
AOV (Auto)
₹1,000
Prepaid AOV (Auto)
₹1,050
COD AOV (Auto)
₹967
RTO % (Auto)
20.0%
Total RTO Orders (Auto)
300
270 COD · 30 prepaid
Total Delivered Orders (Auto)
1,125
585 COD · 540 prepaid
Cancelled Orders (Auto)
75
COD RTO Rate (Auto)
30.0%
of COD orders
Prepaid RTO Rate (Auto)
5.0%
of prepaid orders

Per-Order Costs

ITC is on, so enter costs excl. GST.
Share of returned units that go back on the shelf. The rest is written off at COGS.
Charged on delivered revenue.
Charged on total revenue.
Shipped Orders (Auto)
1,425
Delivered + RTO
Logistics Cost per Delivered Order (Auto)
₹122.87
Shipping + COD + RTO fees ÷ delivered

P&L Summary

Total Profit / Loss
₹1,30,022
Net Profit
Profit %
13.5%
on net delivered revenue
Profit %
8.7%
on total revenue
ROAS
5.00x
total revenue ÷ ad spend excl. GST (matches Ads Manager)
DescriptionAmount
Revenue
Total Revenue₹15,00,000
(-) Cancelled Order Revenue-₹75,000
(-) RTO Order Revenue-₹2,92,500
Delivered Revenue₹11,32,500
(-) GST on Delivered Revenue @ 18%-₹1,72,754
Net Delivered Revenue₹9,59,746
Costs
(-) 0.98% Platform Commission (on delivered revenue)-₹11,099
(-) Ad Spend excl. GST (ITC claimed)-₹3,00,000
(-) Cost of Goods (delivered orders)-₹2,81,250
(-) Packaging Cost (shipped orders)-₹42,750
(-) Shipping Fees (shipped orders)-₹99,750
(-) COD Fees (delivered COD orders)-₹20,475
(-) RTO Fees (RTO orders)-₹18,000
(-) Prepaid Gift Cost (shipped prepaid orders)-₹11,400
(-) RTO Inventory Written Off (20% not restocked)-₹15,000
(-) Checkout Fee (2% of Total Revenue)-₹30,000
Net Profit / Loss₹1,30,022

ROI & Additional Metrics

ROI Overall
15.7%
Profit ÷ Total Costs
ROI on Ads
43.3%
Profit ÷ Ad Cost in P&L
Net ROAS
3.20x
Net delivered revenue ÷ ad spend excl. GST
Profit per Delivered Order
₹116
Net Profit ÷ Delivered Orders
RTO Inventory at Cost
₹75,000
RTO Orders × COGS, before restocking
Total Costs
₹8,29,724
Everything in the Costs section
All figures in Indian Rupees (₹) · Updates live as you type

How the D2C P&L Calculator works

Enter a period's ad spend, orders, revenue, cancellation and delivery rates, and your per-order costs. The calculator splits orders into delivered, RTO and cancelled, values each at its own prepaid or COD AOV, and works out net profit, profit per delivered order, ROAS, net ROAS and ROI.

RTO orders
Total orders minus delivered and cancelled orders. RTOs are split between COD and prepaid by the share of RTOs that were COD.
Net revenue
Revenue from delivered orders, minus the GST in it when your revenue includes GST.
Ad cost
Ad spend without GST if you claim input tax credit (ITC) on the 18% GST on ad spend, or ad spend plus GST if you don't.
Total costs
Ad cost, COGS on delivered orders, packaging and shipping on every shipped order (delivered and RTO), COD fee on delivered COD orders, RTO fee on RTO orders, gifts on prepaid orders shipped, stock written off on RTOs that aren't restocked, platform commission on delivered revenue and checkout fee on total revenue.
Net profit
Net revenue minus total costs.
ROAS
Total revenue ÷ ad spend without GST, the basis Ads Manager uses.
Net ROAS
Net revenue ÷ ad spend without GST.
ROI
ROI overall is net profit ÷ total costs. ROI on ads is net profit ÷ ad cost.

Frequently asked questions

How do I calculate net profit for a D2C brand?

Start from delivered revenue, not total orders: cancelled and RTO orders bring in nothing. Take out the GST in that revenue to get net revenue, then subtract every cost: ads, COGS on delivered orders, packaging and shipping on everything shipped, COD and RTO fees, gifts, RTO stock you can't restock, platform commission and checkout fees. What is left is net profit.

What is the difference between ROAS and net ROAS?

ROAS is total revenue ÷ ad spend, the way Ads Manager reports it. Net ROAS is net revenue ÷ ad spend: it counts only revenue from delivered orders, without GST, so it is lower than ROAS whenever orders are cancelled or RTO'd, or revenue includes GST.

How does RTO affect profit?

An RTO order costs packaging, shipping and an RTO fee but brings in no revenue. If the stock can't be restocked, its COGS is written off too. The calculator splits RTOs between COD and prepaid orders using the share of RTOs that were COD.

How does GST on ad spend affect the P&L?

Ad spend on Meta and Google in India carries 18% GST. If your brand claims input tax credit (ITC) on it, the GST is recovered and only the ad spend without GST counts as a cost. If not, the calculator adds the GST to the ad cost.

Which period of data should I use?

Use a settled period, where every order is delivered, RTO'd or cancelled. Anything still in transit gets counted as RTO.