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FashionIndustry solution

Conversion tracking for fashion brands, reported net of returns

Fashion has the highest return rate in ecommerce, and almost every tracking setup reports gross revenue with returns never reversed — which means the reported ROAS is systematically wrong, and wrong by a different amount in every channel. Some channels bring bracket-buyers who order three sizes and keep one; others don't. Until returns flow back as reversals, bidding cannot tell those channels apart and will keep buying the cheaper one.

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By Ariful IslamHow Fashion works ↓

Fashion · what breaks

What fashion brands usually run into

  1. 01

    Gross revenue reported, returns ignored

    In the highest-return category in retail.

  2. 02

    Channels with different return rates blended

    So the good ones look the same as the bad.

  3. 03

    Size and variant data missing

    Which hides the bracket-buying pattern.

Fashion · the fix

What changes — Fashion

  • Net revenue as the reported figure

    After returns.

  • Return rate visible per channel

    Which usually reorders the ranking.

  • Bracket-buying identifiable

    Rather than invisible in the totals.

Fashion · architecture

The conversion map for fashion brands

Four stages, and a conversion that isn't settled for weeks after it's counted.

  1. 1

    Purchase

    Server-side from the order record, with line items.

  2. 2

    Return initiated

    Early warning, before the refund clears.

  3. 3

    Refund

    Server-side reversal at every destination.

  4. 4

    Exchange

    Revenue retained, not lost — different from a refund.

  5. 5

    Return rate by channel

    The dimension that changes budget decisions.

Fashion · diagnose

Where fashion brands tracking usually breaks

  1. 01

    Returns never reversed

    The defining failure in this vertical. Reported revenue overstates by whatever your return rate is.

  2. 02

    Bracket-buying counted as three sales

    Someone orders three sizes and keeps one. Gross revenue says three.

  3. 03

    Exchanges treated as refunds

    Which understates retained revenue.

  4. 04

    Return window shorter than the reporting cycle

    Making month-end numbers provisional in a way nobody flags.

Fashion · prove

How the work is proven — Fashion

Source of truth

your store's order records net of returns

  • A real return tested and confirmed reversing at every destination.
  • Return rate reported per channel.
  • Exchanges distinguished from refunds.
  • Net revenue reconciled against the store for a closed month, after the return window.

Fashion · free audit

What we check in the free audit

  • Returns never reversed
  • Bracket-buying counted as three sales
  • Exchanges treated as refunds
  • Return window shorter than the reporting cycle

Checked against

your store's order records net of returns

Get my free conversion tracking audit

Free30 minutesNo obligation

Fashion · when not to buy

What lands in your monthly report — Fashion

One page a month, in language you can put in front of a founder.

  • Orders, gross revenue and net revenue after returns, by channel.
  • Return rate by channel — the number that most often changes budget allocation here.
  • Exchanges separated from refunds.
  • A note on which months are still provisional because the return window is open.

Fashion · what we deliver

The flow we build — Fashion

  • Purchase from the order record

    With full line-item detail.

  • Return and refund webhooks wired as reversals

    At every destination.

  • Return rate reported by channel

    Not just overall.

  • Exchange handled distinctly from refund

    They are not the same outcome.

Written guarantee

95%+ tracking accuracy

Measured against your store's order records net of returns. Miss it and we keep working at no cost.

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From $400 · See packages

FAQ

Fashion questions, answered

In fashion, enough to change which channels look profitable. Two channels with the same gross ROAS and different return rates are not equally valuable, and gross reporting can't tell them apart.

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