How to Keep Your Meta Ads Profitable at ₹60K/Day?

Updated On:

June 29, 2025

,By

Kishore Sahoo

Two Questions Every eCom Brand Should Ask Themselves”

Introduction
Scaling Meta ads to ₹60,000+ per day isn’t just about throwing more budget at your top-performing creatives. For eCommerce brands in growth mode, it’s about building systems that predict, track, and control performance before it tanks.
Here are two essential questions every DTC brand should regularly ask — internally or with their media partners — to keep Meta ad performance sharp and scalable.

1. What are the 5 most critical metrics we track daily (and why)?

You’re not in the testing phase anymore. At ₹60K/day, you’re spending ₹18L+ per month — enough to burn fast if the wrong numbers are on your dashboard.

Here’s what should be non-negotiable:

Top 5 Metrics for Growth-Stage Meta Ads:

Blended CAC (Customer Acquisition Cost)
Not just Meta’s reported CAC. You need blended CAC across platforms to stay grounded in profitability.
CPIR (Cost Per Initiated Checkout / Relevant Action)
A more immediate signal than purchases. It helps catch problems before revenue drops.
Frequency
If frequency creeps up and CPIR rises, you’re headed for creative fatigue.
Hook Rate / 3-Second Video Views
If no one stops scrolling, no one’s converting. Creative isn’t working — and Meta knows it before you do.
ROAS or MER (Marketing Efficiency Ratio)
Don’t obsess over platform ROAS in isolation — contextualize it with sitewide performance.

⚠️ Pro tip: If you don’t have a live dashboard tracking at least 4 of these, your growth isn’t data-led — it’s luck-led.

2. Are we actively managing the link between creative diversity and CPIR?

This one’s underrated — but it’s a game-changer.

Here’s the relationship:

As your creative gets overused, engagement drops.
Meta sees declining performance signals (lower CTR, fewer actions).
CPIR starts to rise — and your CAC follows.

The fix? Creative diversity.

🎨 How to keep CPIR low with smart creative ops:

Rotate creatives based on CPIR + Frequency trends.
Use clear rules: e.g. pause ads if CPIR rises >15% WoW + Frequency >2.5.
Maintain a creative testing pipeline.
Even if your top ad is working, don’t wait for fatigue to kill it.
Use ad breakdowns (by age, placement, gender)
To spot where fatigue hits first — and refresh surgically.
Diversify formats.
Carousels, UGC, Reels, statics — the algorithm loves options.
Brief based on performance, not aesthetics.
Let CPIR and hook rate inform your next round of concepts.

🧠 Reality check: Scaling isn’t about finding “the one winning ad.” It’s about building a system that keeps finding new winners before the old ones die.

Final Thought

When you’re spending ₹60K a day, every 1% improvement compounds. Track the right metrics. Build creative systems. And never let CPIR drift up without knowing exactly why — and what you’re doing about it.