The biggest unforced error I keep seeing with Meta-driven fashion ecommerce is the gap between the ad and the landing page. If your video shows a model in a specific chikankari kurta with lifestyle context, that exact product needs to be the hero of the page you send them to - not a generic category grid or homepage. Even a two-second mismatch in visual expectation makes people think they clicked the wrong link, and they bounce. It's like walking into a shop looking for a red dress and being greeted by a rack of suits.
On scaling: the classic mistake is broadening audiences before conversion rate is solid at a narrow level. Get one warm audience converting reliably first, then test wider. Broadening too early gives you a Meta-reported CPA that looks healthy while you're actually haemorrhaging money. The platform's attribution window inflates the picture.
For mobile structure on fashion, I'd funnel Meta traffic straight to category or specific product pages - not the homepage. Everyone's already covered the essentials: COD, WhatsApp PDP, sticky add-to-cart, size guide. One structural thing I'd underline: put the size guide in a modal that opens in place. A separate page kills conversion because you lose the user's context. Also, lead with the lifestyle hero image above any product info, and place social proof - review count plus stars - directly under the add-to-cart button.
Last thing: attribution. Don't rely on Meta's reported ROAS alone. It overcredits because it includes view-through and seven-day-click conversions. Set up GA4 alongside and reconcile weekly. You'll almost always find Meta overstates it, and that discrepancy matters a lot when you start scaling spend.
