ROI in Meesho ads is the sales attributed to a campaign divided by what the campaign spent, shown as a plain multiple: ₹8,000 of ad sales on ₹1,000 of spend is an ROI of 8. It is also the target you set in a ROI Plus campaign. Despite the name, it is a return on ad spend, not net profit.
Take the sales Meesho attributes to the campaign and divide by the ad spend in the same period. A campaign that spent ₹1,000 and produced ₹8,000 of orders has an ROI of 8; one that spent ₹500 for ₹3,500 has an ROI of 7. The dashboard shows the multiple, not a percentage, so an ROI of 8 means ₹8 of sales per ₹1 of ads, the same thing Amazon calls a ROAS of 8 and Flipkart calls ROI 8.
In an ROI Plus campaign the number is also an instruction. You set a minimum ROI, say 7, and Meesho's system shows the catalogue only where it predicts at least ₹7 of sales per ₹1 spent. Set it too high and the campaign barely spends; set it too low and it spends freely on orders that lose money.
Attributed sales count orders, not delivered orders, so returns are not deducted. In fashion categories where returns are high, the ROI you keep is well below the ROI you see.
Worked example: a ₹349 kurti leaves ₹70 after Meesho's fees, a 20% margin. Break-even ROI is 1 / 0.20 = 5: at ROI 5, each ₹100 of ads brings ₹500 of sales, which is 1.43 orders and ₹100 of contribution, exactly the ad cost. At ROI 8 the same ₹100 brings ₹800 of sales, 2.3 orders and ₹160 of contribution, a ₹60 profit. At ROI 3 it loses ₹40.
Seller communities report typical Meesho ROIs of 3 to 4.5, which is below break-even for a 20% margin product. That is not a reason to avoid ads; it is a reason to set the ROI Plus target from your own margin instead of accepting the default, and to run ads only on catalogues with a return rate you have measured.
Convert to the other platforms when comparing: ROI 5 is a ROAS of 5 and an ACoS of 20%. Blooprint's Meesho ads guide on blooprint.in covers campaign setup; this page is the metric.
Enter spend and attributed sales to get the ROI Meesho shows and the break-even ROI for your margin.
Learn more →How the ROI-based ad model works and what it costs.
Learn more →Cost per order, the other Meesho metric.
Learn more →When to use ROI Plus and how to set the target.
Learn more →Spend, sales and ROAS from every marketplace in one dashboard, with Excel export.
Learn more →It means attributed ad sales divided by ad spend, shown as a multiple. An ROI of 7 means ₹7 of orders for every ₹1 spent on ads. It is a return on ad spend, not profit after product cost, fees and returns.
Return on investment. In Meesho ads it is calculated as sales divided by spend, so it is really return on ad spend, the metric Amazon calls ROAS.
Above your break-even ROI, which is 1 divided by margin after fees. At a 20% margin that is 5; a target of 6 to 8 leaves profit after returns. Communities report typical ROIs of 3 to 4.5, which is below break-even for many products.
Divide the sales attributed to the campaign by the ad spend for the same period. ₹8,000 of sales on ₹1,000 of spend is ROI 8. Then subtract returns to see the real figure.
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