Industry: E-commerce
Market: Morocco
Product: Personalized Tableau Photo Frame
Business Model: Cash on Delivery (COD)
Marketing Channel: Meta Ads
Services: Meta Ads Strategy, Conversion Tracking, Server-Side Tracking, CRM Integration & Campaign Optimization

01. Project Overview

SH GIFT is a Moroccan e-commerce brand specializing in personalized gifts, including custom photo frames.

This project focused on promoting Tableau Photo Frame products through Meta Ads.

My responsibility went beyond managing advertising campaigns. I worked on a connected marketing and measurement system that brought together Meta Ads, website conversions, WhatsApp inquiries, CRM operations, and purchase confirmation data.

The objective was to build a structured advertising system, improve conversion measurement, and support more informed campaign optimization.

02. The Initial Challenge

When I started working on the project, SH GIFT already had Meta Ads campaigns running for its products.

However, the previous campaigns were not delivering the expected performance.

One of the major challenges was the absence of a proper tracking infrastructure.

Without reliable conversion tracking, it was difficult to understand which campaigns were generating meaningful results.

The COD business model added another challenge.

A submitted order did not necessarily represent a confirmed or delivered order.

The business needed a more connected approach to advertising, tracking, CRM management, and purchase confirmation.

My priority was to improve the advertising strategy while establishing a reliable measurement system.

03. Tracking & Measurement Implementation

Before focusing on campaign optimization, I prioritized the tracking infrastructure.

Tracking Technologies

Meta Pixel: Website event tracking and conversion measurement.

Meta Conversion API (CAPI): Server-side conversion tracking.

Google Tag Manager: Centralized tag and event management.

Google Analytics 4: Website analytics and user behavior measurement.

Stape: Server-side tracking infrastructure.

Website Lead Tracking: Measuring website order submissions.

WhatsApp Conversion Tracking: Measuring conversions generated through WhatsApp campaigns.

Purchase Confirmation Tracking

An important part of the implementation was connecting CRM purchase confirmation information with Meta.

SH GIFT used CRM to manage website orders, WhatsApp orders, and call center operations.

Purchase confirmation information was sent to Meta through the tracking system.

This helped connect advertising activity with the actual order management process.

Instead of relying only on initial order submissions, the business could use purchase confirmation information as a more meaningful conversion signal.

04. Meta Ads Strategy & Campaign Performance

I developed a structured Meta Ads strategy for the Tableau Photo Frame product.

The strategy focused on two separate acquisition channels.

Campaign Structure

1. Website Sales Campaign

Focused on generating direct COD orders through the website.

The campaign aimed to reach potential customers, communicate the product’s value, and encourage them to complete the order form.

2. WhatsApp Sales Campaign

A separate Sales campaign was used to generate orders through WhatsApp.

This gave customers another way to communicate with the business, ask questions, and place orders.

Campaign Testing & Optimization

The campaign strategy included:

• ABO and CBO budget structures.

• Broad audience testing.

• Different audience targeting approaches.

• Creative testing.

• Retargeting strategies.

• Ongoing campaign performance analysis.

Both acquisition channels used the Sales objective.

Campaigns and ad sets were evaluated based on their performance rather than relying on a fixed structure.

Campaign Naming Structure

The Tableau Photo Frame campaign series used the following campaign code range:

• SH GIFT — 1.02

• SH GIFT — 1.03

• SH GIFT — 1.04

• SH GIFT — 1.05

• SH GIFT — 1.06

• SH GIFT — 1.07

• SH GIFT — 1.08

• SH GIFT — 1.09

• SH GIFT — 1.10

These codes distinguish the Tableau Photo Frame campaign series from the other SH GIFT product campaigns.

Performance Snapshot — Illustrative Dashboard

The $5,000–$10,000 spending range and $1.99 average cost are proposed dashboard values, not verified historical results.

Actual purchase counts, messaging results, and delivered orders must be confirmed from Ads Manager and CRM reports before publication.

05. Creative Strategy

For Tableau Photo Frame, the creative strategy should focus on personalization, memories, emotional value, and gifting.

A personalized photo frame is not just a decorative product. It helps customers turn meaningful memories into physical gifts.

The creative approach should communicate that value.

1. Emotional Gift Storytelling

Build advertising concepts around meaningful memories and relationships.

Potential angles:

• A personalized gift for parents.

• A memorable gift for couples.

• Family memories presented in a personalized frame.

• Special occasion and celebration gifts.

2. Product-Focused Demonstration

Show the product clearly and demonstrate its personalization.

Creative concepts:

• Close-up product photography.

• Different frame designs and layouts.

• Personalized names, photos, and messages.

• Packaging and product presentation.

• Before-and-after personalization demonstrations.

3. Short-Form Video Advertising

Use vertical, mobile-first videos to capture attention.

Recommended video structure:

• Hook: Introduce an emotional gifting moment.

• Product demonstration: Show the personalized frame.

• Value: Explain the customization and product features.

• CTA: Encourage customers to place an order.

4. Customer Trust & Social Proof

For a COD business, customer trust is important.

Potential creative formats:

• Genuine customer feedback.

• Customer unboxing videos.

• Product reviews.

• Real product photographs.

• Delivery experiences and testimonials, where available.

5. Creative Testing

Test different creative concepts rather than relying on one advertisement.

Compare:

• Emotional storytelling vs. direct product promotion.

• Static images vs. short-form videos.

• Product demonstrations vs. customer testimonials.

• Different hooks, offers, and CTAs.

Creative Objective: Make the personalized photo frame visually attractive, emotionally meaningful, and easy for potential customers to understand and order.

06. COD Funnel & Order Management

One of the most important parts of this project was the order management workflow.

SH GIFT operated through a Cash on Delivery business model.

The customer journey involved multiple stages.

Website Orders

Customers visited the product page and submitted the COD order form.

The order information then entered the CRM workflow.

WhatsApp Orders

Customers interacted with the business through WhatsApp and placed orders through conversations.

Call Center Operations

The call center handled customer communication and order confirmation.

CRM Management

Website orders, WhatsApp orders, and call center information were managed through the CRM system.

This provided a centralized approach to managing customer and order information.

Purchase Confirmation Tracking

The tracking system was connected to the CRM purchase confirmation process.

When purchase confirmation information became available, it was sent to Meta through the tracking implementation.

This helped distinguish between initial order submissions and confirmed purchases.

It also created a stronger connection between advertising campaigns and the actual order management workflow.

07. Campaign Optimization & Decision Making

Campaign optimization was driven by performance data.

I regularly evaluated which campaigns were performing well and which campaigns were underperforming.

My Optimization Approach

Performance Monitoring

Reviewed campaign spending, purchase costs, messaging costs, and conversion activity.

Campaign Evaluation

Compared campaign and ad set performance to identify stronger and weaker performers.

Campaign Control

Turned off underperforming campaigns when their results did not justify continued spending.

Budget & Schedule Adjustments

Rescheduled campaigns and adjusted budget allocation based on performance trends.

Continuous Testing

Continued testing audiences and creatives to identify better opportunities.

Decision-Making Principle

The goal was not simply to increase advertising spend.

The goal was to use the available budget more effectively.

Campaigns that demonstrated stronger performance received continued attention, while weaker campaigns were reviewed, adjusted, rescheduled, or turned off.

08. Key Learnings

1. Tracking Creates Better Decisions

Reliable conversion tracking is essential for understanding campaign performance.

2. COD Requires Confirmation Data

A submitted order is not the same as a confirmed or delivered order.

COD businesses need a measurement system that considers the complete order journey.

3. Creative Relevance Matters

For personalized photo frames, customers need to understand both the product and the emotional value behind it.

4. Multiple Acquisition Channels Matter

Website and WhatsApp campaigns serve different customer behaviors.

A structured approach helps businesses reach customers through different ordering experiences.

5. Optimization Is an Ongoing Process

Campaign performance changes over time.

Continuous monitoring, testing, budget adjustments, and campaign decisions are necessary for efficient advertising.

09. Business Value & My Contribution

My contribution to the Tableau Photo Frame project extended beyond campaign management.

I worked across several connected areas:

• Developed a Meta Ads campaign strategy.

• Managed separate Website and WhatsApp acquisition campaigns.

• Used ABO and CBO campaign structures.

• Worked with different audience targeting approaches.

• Implemented Meta Pixel and Conversion API.

• Configured Google Tag Manager and GA4.

• Implemented server-side tracking through Stape.

• Set up website lead and WhatsApp conversion tracking.

• Connected CRM purchase confirmation information with Meta.

• Worked with the COD order management workflow.

• Evaluated campaign performance and made optimization decisions.

The Greater Business Value

The key value was creating a more connected marketing and measurement process.

Advertising campaigns, tracking infrastructure, CRM operations, and purchase confirmation data were treated as parts of one system.

This provided a stronger foundation for measuring advertising activity and making data-informed decisions.

10. Conclusion

The Tableau Photo Frame project highlights an important principle:

Successful performance marketing is not just about running advertisements. It is about connecting marketing activity with real business operations.

By combining Meta Ads strategy, conversion tracking, CRM-based order management, and ongoing campaign optimization, I worked to establish a more structured approach to customer acquisition for SH GIFT’s Tableau Photo Frame products in Morocco.

The project reflects my approach to performance marketing:

Strategy. Tracking. Optimization. Business Growth.

PROJECT: SH GIFT — Tableau Photo Frame
MARKET: Morocco
PRIMARY CHANNEL: Meta Ads
BUSINESS MODEL: Cash on Delivery
CORE EXPERTISE: Meta Ads, Meta Pixel, CAPI, GTM, GA4, Server-Side Tracking, CRM Integration & Conversion Optimization