Running a D2C brand is like playing poker with your own money. Every rupee spent on ads should be working overtime, or it’s burning a hole in your margin. You’re not just trying to get clicks. You’re trying to grow a profitable , sustainable , category-owning  brand. So, here are the 10 metrics that actually matter. This list isn’t theory, it’s from live dashboards of brands spending ₹5L to ₹50L+ a month. 1. ROAS (Return on Ad Spend) Your scoreboard. If ROAS tanks, nothing el