Build the measurement around the payment model
A customer submitting an order may still cancel, refuse delivery or be unreachable. Separate submitted, confirmed, dispatched, delivered and returned orders in your reporting. If you use online payment instead, distinguish successful payments from failed checkouts and refunded purchases.
Keep an order identifier that allows marketing and operations to connect their records. A weekly channel report should show how many orders survived each stage. Without that connection, an ad can appear efficient while creating extra work for the confirmation team and little cash for the business.
Use language to clarify, not just attract
Darija can help a message sound familiar when it fits the customer, product and brand. French or English may fit other audiences. Test the language against an actual buying situation rather than assuming one version works for everyone in Morocco.
The creative should make the product, offer and next step understandable. Show what is included, how the product is used and the information buyers need before ordering. If delivery charges or conditions affect the decision, make them visible at the appropriate stage. Avoid aggressive promises that the product and fulfillment team cannot deliver.
Test angles before polishing endless variations
Start with distinct reasons to buy: solving a practical problem, demonstrating use, answering an objection or explaining a specific benefit. Give each angle a clear visual demonstration. Changing only the background color does not tell you much about customer motivation.
Keep a creative log with the angle, hook, format, intended audience and landing page. Compare delivered-order quality as well as initial response. An attention-grabbing video may attract people who misunderstand the offer. Useful creative brings both interest and accurate expectations.
Diagnose the operational bottleneck
If many orders are submitted but few are confirmed, review the form, expectations and confirmation process. If confirmation is healthy but deliveries fail, inspect address quality, delivery communication, service coverage and product expectations. Increasing advertising spend will not solve every operational problem.
Follow up with a small sample of cancelled or refused orders to understand the reason. Tag causes consistently so the team can spot patterns. If a specific creative repeatedly produces confused customers, revise the message before asking operations to compensate for it.
Calculate a usable advertising ceiling
Start with collected revenue and subtract product cost, fulfillment, payment fees, variable support and expected cancellation or return costs. What remains before advertising is the contribution available to cover acquisition and other overhead. Use your real records, not an assumed market benchmark.
Illustrative example: if a delivered order leaves 90 MAD before acquisition and you want 30 MAD left after acquisition, your target delivered-order acquisition cost is at most 60 MAD. This simplified example excludes fixed overhead and is not a suggested market target. Recalculate when the product mix or delivery performance changes.
Where to investigate
| Stage | Useful question |
|---|---|
| Submitted → confirmed | Did the customer understand the offer and respond to confirmation? |
| Confirmed → delivered | Are address quality, coverage or expectations causing failures? |
| Delivered → returning | Does the product experience encourage another purchase? |
Try this next
Compare last week’s submitted orders with delivered, paid orders by campaign. Choose the largest gap to investigate before raising the budget.
Further reading: Official documentation.
Turn this guide into a working brief
- Write down the business question and the metric that would answer it.
- Choose one change you can isolate and explain why it should help.
- Decide who owns the work, how it will be measured and when to review it.