Why traditional D2C campaign measurement breaks
When you measure "revenue inside the campaign window", you count revenue that would have happened anyway. The D2C brands that survive the next five years are the ones that measure incremental revenue against a matched control group — not gross campaign revenue.
The Fundle ROI model for D2C campaigns
- Propensity-matched control: at every send, hold out 5-10% who would have received the message
- Measure 14-day incremental revenue vs. control — that's the real number
- Subtract programme cost (template fees + reward cost + tech)
- Net incremental margin = the actual P&L impact
- Roll up to channel-mix and campaign-type for budget allocation
KPIs that matter
- Incremental revenue per campaign (vs. matched control)
- Cost per qualified conversation
- Margin per ₹100 of campaign spend
- Time-to-result per campaign
- 24-hour service-window utilisation
Related resources
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