Key metrics — week to date
Gross Revenue
Rs 48,320
↑ 12% vs last week
Net Profit
Rs 11,240
↑ 8% vs last week
Gross Margin
58.4%
↓ 1.2pp vs last week
Total Orders
1,847
↑ 220 vs last week
Activation Rate
87.3%
Target 92%
Avg Order Value
Rs 26.16
↑ Rs 1.40 vs last week
Total Ad Spend
Rs 9,840
Google + Meta
Blended ROAS
4.91×
↑ 0.3× vs last week
Revenue trend — 30 days
Daily gross revenue vs. net profit
Gross Revenue
Net Profit
Live order feed
Incoming orders — MongoDB real-time
Revenue by country — this week
Top 6 markets
Acquisition channel split
Orders attributed by source
Profit & Loss — week to date
Gross Revenue
Rs 48,320
COGS
Rs 20,090
Carrier costs
Gross Profit
Rs 28,230
58.4% margin
Total Ad Spend
Rs 9,840
Google + Meta
Ops Cost
Rs 7,150
Platform + team
Net Profit
Rs 11,240
23.3% net margin
P&L Waterfall (Rows View)
How gross revenue becomes net profit — row breakdown
Gross Revenue
Rs 48,320
− COGS (eSIM carrier costs)
−Rs 20,090
Gross Profit
Rs 28,230
− Google Ads spend
−Rs 5,420
− Meta Ads spend
−Rs 4,420
− Platform & ops costs
−Rs 7,150
Net Profit
Rs 11,240
Net margin
23.3%
Margin trend — 8 weeks
Gross margin % and net margin %
Gross margin
Net margin
Cost structure — this week
Breakdown of all costs
COGS vs Revenue by plan type
Carrier cost vs. selling price per plan — margin visibility
Funnel performance — week to date
Sessions
84,210
All traffic sources
Plan Views
31,240
37.1% of sessions
Cart Adds
8,920
28.6% of plan views
Checkouts
3,410
38.2% of cart adds
Orders Placed
1,847
54.2% of checkouts
Activations
1,612
87.3% of orders
Conversion funnel — session to activation
Drop-off rate at every stage
Sessions
100%
84,210
—
Plan page views
37.1%
31,240
−62.9%
Cart adds
10.6%
8,920
−71.4%
Checkout started
4.1%
3,410
−61.8%
Order placed
2.2%
1,847
−45.8%
eSIM activated
1.9%
1,612
−12.7%
Checkout abandonment by country
% of initiated checkouts that don't convert
Activation failure — root causes
Why 235 orders (12.7%) failed to activate
Device incompatible
38%
89 casesUser setup error
26%
61 casesCarrier delay
18%
42 casesNetwork issue
12%
28 casesUnknown
6%
15 casesMarketing attribution — week to date
Unattributed orders — action required
600 orders (32.5% of total) have no channel attribution. These represent real revenue with no visibility into acquisition source. UTM coverage and offline agent tracking need to be implemented to close this gap.
Total Ad Spend
Rs 9,840
Attributed Orders
1,247
67.5% of total
Blended CPA
Rs 7.89
Blended ROAS
4.91×
↑ 0.3× WoW
Unattributed
600
32.5% of orders
Organic Conv.
247
Rs 0 CPA
Channel performance
Spend, CPA, and ROAS by channel
Google Ads
Spend Rs 5,420 · CPA Rs 8.12 · 668 conv. · Search campaigns
4.65×
ROAS
Meta Ads
Spend Rs 4,420 · CPA Rs 7.57 · 584 conv. · FB + Instagram
5.24×
ROAS
Organic / SEO
Spend Rs 0 · 247 conversions · No cost
∞
ROAS
Unattributed
600 orders — source unknown · UTM gap + offline agents
—
Unknown
Spend vs. conversions — daily
Google + Meta combined (last 7 days)
Ad spend (Rs)
Conversions
Campaign-level breakdown — this week
Google Ads and Meta campaigns sorted by ROAS
| Campaign | Channel | Spend | Clicks | Conv. | CPA | ROAS | Status |
|---|---|---|---|---|---|---|---|
| Indonesia Retargeting | Meta | Rs 860 | 22,100 | 130 | Rs 6.62 | 6.1× | Active |
| Philippines Awareness | Meta | Rs 1,210 | 48,200 | 168 | Rs 7.20 | 5.6× | Active |
| SEA Broad Audience | Meta | Rs 1,140 | 61,000 | 156 | Rs 7.31 | 5.0× | Active |
| Japan Outbound Search | Rs 1,840 | 12,400 | 224 | Rs 8.21 | 4.8× | Active | |
| Thailand Search | Rs 980 | 7,800 | 112 | Rs 8.75 | 4.2× | Active | |
| Vietnam Brand | Rs 640 | 5,200 | 72 | Rs 8.89 | 4.0× | Paused |
Geographic intelligence — week to date
Top Market
🇯🇵 Japan
Rs 12,840 revenue
Fastest Growing
🇻🇳 Vietnam
↑ 34% week-on-week
Best ARPU
🇸🇬 SG
Rs 41.76 per order
Active Markets
14
5 primary, 9 secondary
Market performance table — all active countries
Sorted by revenue · week to date
| Country | Revenue | Orders | ARPU | Act. Rate | Act. Progress | WoW | Segment |
|---|---|---|---|---|---|---|---|
🇯🇵Japan | Rs 12,840 | 409 | Rs 31.40 | 91.2% | +14% | Primary | |
🇵🇭Philippines | Rs 9,610 | 412 | Rs 23.32 | 88.4% | +8% | Primary | |
🇹🇭Thailand | Rs 8,240 | 352 | Rs 23.41 | 86.9% | +11% | Primary | |
🇮🇩Indonesia | Rs 7,180 | 318 | Rs 22.58 | 85.5% | −2% | Primary | |
🇻🇳Vietnam | Rs 6,310 | 248 | Rs 25.44 | 87.1% | +34% | Primary | |
🇸🇬Singapore | Rs 2,840 | 68 | Rs 41.76 | 92.6% | +5% | Secondary | |
🇲🇾Malaysia | Rs 1,300 | 40 | Rs 32.50 | 90.0% | +18% | Secondary |
Country demand — this week vs last week
Revenue comparison across top 5 markets
This week
Last week
Plan performance — week to date
Best Seller
5GB / 7d
428 orders this week
Highest Margin
10GB / 30d
62.1% margin
Highest ARPU
Unlim / 30d
Rs 48.20 per order
Active Plans
24
6 high-volume
Revenue mix by plan
Share of total revenue by plan type
Plan performance detail
Orders, revenue, and margin per plan
| Plan | Orders | Revenue | Margin | Margin bar |
|---|---|---|---|---|
| 10GB / 30 days | 284 | Rs 11,360 | 62.1% | |
| 10GB / 15 days | 312 | Rs 10,920 | 61.4% | |
| Unlimited / 30d | 186 | Rs 8,960 | 59.8% | |
| 5GB / 7 days | 428 | Rs 9,630 | 58.2% | |
| 3GB / 3 days | 396 | Rs 5,940 | 51.3% | |
| 1GB / 1 day | 241 | Rs 1,510 | 38.2% |
Plan revenue by country — top 5 markets
Which plans sell in which countries