Align the shipment populations
Record dispatch date, region, product, order value and relevant confirmation state. Define delivered, refused, returned and unresolved using reconciled records. “Attempted” and “delivered” must not become interchangeable labels.
Use actual service coverage and terms. Do not rank Moroccan couriers from an unverified anecdote or assume one operator's pricing applies to another. The right comparison is the outcome for your business's supported routes.
Build the comparison sheet
| Dimension | What to compare |
|---|---|
| Cohort | Similar dispatch periods and customer conditions |
| Mature delivery | Resolved outcomes under one definition |
| Timing | Dispatch-to-delivery and collection timing |
| Cost | Applicable delivery, refusal and return charges |
| Service | Tracking accuracy and issue resolution |
| Contribution | Collected revenue after relevant variable costs |
Keep unresolved parcels separate. Recent shipments have not had the same opportunity to finish as older ones.
Worked example: two percentages hide different routes
Illustrative example: Courier A delivers eighty of one hundred mature shipments and B delivers eighty-two. If B receives only nearby, well-confirmed orders while A receives harder routes, the two-point difference does not establish better courier performance.
Compare matched route and product groups, or use a suitable planned allocation where operationally feasible. Small differences can also reflect ordinary variation. Review evidence strength before moving all volume.
Include the cash and customer experience
A delivery can be commercially weaker if collection is slow, fees are higher or customers experience repeated confusion. Reconcile invoices and remittance rather than relying only on a tracking dashboard.
Start with one comparable shipment group and trace known parcels through final outcomes and charges. Use the delivery-rate guide for denominator consistency and the cash-cycle guide for funding implications.
Ayoub Mouhachtt
Growth & performance marketing. Explore my working background.
An AI-assisted educational guide commissioned for Ayoub’s Growth Notebook. Worked examples are illustrative; they are separate from the portfolio’s client evidence. How these guides are prepared.