Does this change my P&L or dashboard?

No. The reserve only affects the decision surfaces (Campaigns page, channel profit, morning verdict). Your P&L, profit health, and dashboard totals show the actual booked figures — unchanged to the cent.

Why is a campaign's profit lower than on my dashboard?

Two reasons: (1) campaign NCM is a decision surface where the reserve is applied; the dashboard shows the booked (pre-reserve) figure. (2) Campaign NCM is based on the ad platform’s reported revenue, not your total store revenue — so they differ by design.

What value should I set?

It starts at Off (0%). "HU avg" (2%) is a sound starting point for most Hungarian stores. For impulse/fashion categories, up to 5%. If unsure, start at 2% and adjust to your own returns. Set it to 0% to turn it off entirely.

Does it apply to prepaid orders?

No. The reserve is COD-targeted: it only applies to cash-on-delivery orders (the ones that can be refused at delivery). A campaign with 0% COD is left untouched.

Where does the 2% come from?

From Ecommerce Hungary’s 2023 survey of ~200 webshops: ~1–3% of Hungarian cash-on-delivery orders are refused at delivery (most stores 0.5–2%). It is a modeled estimate, not measured from your couriers — which is why it is adjustable and optional.

How do I turn it off?

Open Cost Settings, click the pencil on the "COD return reserve" card, and choose "Off" (or type 0). It applies instantly and can be turned back on anytime.

COD return reserve

Honest cash-on-delivery profit where you make the scale/kill call

What is it?

Cash-on-delivery orders that get refused at the door never get paid — yet they are still booked at full margin. So a COD-heavy campaign looks more profitable than it really is, exactly at the break-even line where you decide to scale or kill it. The COD return reserve holds back a small, modeled share of COD profit so that decision is honest.

How it works

The reserve applies only to COD orders, in proportion to their share. An example:

Example: two campaigns, 3% reserve

Campaign A — 55% COD+40 000 Ft≈ +34 000 Ft

Campaign B — 60% COD+8 000 Ft≈ −2 000 Ft

Without the reserve, Campaign B looked profitable — but it is underwater after COD returns. That is exactly the campaign you would have kept scaling. A campaign with 0% COD is never touched.

Where it shows — and where it does not

The reserve is a decision aid, not an accounting change. It appears in exactly three places:

Campaigns → NCM%

Per-campaign Net Contribution Margin (true profit) subtracts the estimated COD loss.

Profit by channel

The "Net CM" column per channel is shown after the reserve.

Morning verdict

The daily "which campaign is bleeding?" call accounts for the reserve too.

It never touches your books:

Profit & Loss (P&L)
Profit health
Dashboard totals
Cost breakdown
Products & cohorts

Setting it up

1
Open Cost Settings
Dashboard → Settings → Cost Settings → Global Settings
2
Pick a preset or type a custom value
On the "COD return reserve" card, via the pencil: Off · HU avg (2%) · Conservative (3%), or any custom %.
3
Save — it applies instantly
The Campaigns page and morning verdict refresh immediately. It starts Off (0%) — you choose whether to turn it on.

What is the real Hungarian rate?

About 1–3% of Hungarian cash-on-delivery orders are refused at delivery — most stores 0.5–2% (Ecommerce Hungary’s 2023 survey of ~200 webshops). That is why "HU avg" is 2%. Important: this is a modeled estimate, not measured from your couriers, so treat it as a starting point and adjust to your own experience.

Do not confuse this with returns (voluntary sending-back of paid orders, typically 25–40%) — that is a different risk. This reserve models only COD orders refused at delivery.