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EGP 5.58M sold. EGP 3.66M actually collected.

A women's fashion brand on website and messaging orders, judged on delivered revenue rather than gross sales.

By Ahmed Saad, performance media buyer · Updated

Role
Performance media buyer
Market
Egypt
Channels
Website + messaging (Meta)
Period
Jan–Jul 2026

My role

  • Ran paid media across website and messaging orders, optimizing for money collected, not orders placed.
  • Reported every month by outcome: delivered, returned and cancelled, so gross sales never hid the leakage.
  • Tracked net ROAS (on delivered revenue) next to gross ROAS as the real efficiency number.
  • Flagged the June cancellation spike the month it happened.

Jan–Jul 2026 · website + messaging

EGP 5.58M sold. EGP 3.66M collected.

In cash-on-delivery markets the gross number flatters. Here is what actually stuck, on EGP 327K of ad spend.

11.2×net ROAS on delivered revenue
65.6%of gross sales delivered
EGP 102ad spend per delivered order
18.9×best month, May: net ROAS

Month by month

Where the revenue lands.

Monthly gross sales split into delivered, returned and cancelled, with net ROAS, January to July 2026Delivered revenue is between 0.16 and 0.91 million EGP a month. Net ROAS peaks at 18.9 times in May and falls to 8.2 times in July as cancellations rise.0M0.5M1M1.5M0×10×20×0.42MJan0.23MFeb1.05MMar1.08MApr1.31MMay0.70MJun0.79MJul5.9×3.7×15.7×16.9×18.9×9.1×8.2×net ROAS
DeliveredReturnedCancelledNet ROAS (right axis)

Bar height = gross sales (delivered + returned + cancelled), labelled on top. Net ROAS = delivered revenue ÷ ad spend. Sales split from the order sheets; spend carried from the monthly media report.

What the numbers said

Three things worth knowing.

Gross vs net

Gross ROAS overstated efficiency by 52%.

17.1× on gross sales, 11.2× on delivered. Judging on gross would have shown a much better account than the one actually collecting cash.

June

Cancellations jumped from 11% to 26%.

Delivery rate fell from ~70% in May to 57% in June, and net ROAS dropped from 18.9× to 9.1× on almost the same spend. The ad engine didn't change; order quality did.

Channels

62% of delivered revenue came from the website.

Website orders delivered EGP 2.26M and messaging orders EGP 1.40M (38%). Both channels are tracked separately so each can be judged on its own.

2026Gross (EGP)Delivered (EGP)Delivery rateCancelledSpend (EGP)Net ROASGross ROAS
Jan419,460271,17464.6%16.2%46,0235.9×9.1×
Feb230,045159,02069.1%13.6%43,1463.7×5.3×
Mar1,046,107702,25467.1%10.6%44,82415.7×23.3×
Apr1,075,853751,42069.8%10.8%44,36216.9×24.3×
May1,308,194913,68469.8%11.4%48,46018.9×27.0×
Jun701,699397,00956.6%26.0%43,4139.1×16.2×
Jul793,910464,90558.6%17.0%56,6138.2×14.0×
Total5,575,2683,659,46665.6%14.2%326,84211.2×17.1×
The honest read

The weakest months were an order-quality problem, not a traffic problem.

  • July closed at 8.2× net ROAS with 24.5% returns and 17% cancellations — the two leaks together took 41% of gross sales.
  • Next: confirmation-call and delivery-address checks on high-risk orders before more budget goes in, and a returns-reason review with the brand's ops team.
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Let's put a number on your next month.

Tell me the product, the market and the monthly budget. I'll reply with how I'd structure the account and which numbers I'd hold myself to.

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+20 122 575 2300 · ahmedsaad14123@gmail.com · linkedin.com/in/ahmed-saad-moh