Industry: E-commerce
Market: Morocco
Product: Personalized Quran Gift Box
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 Quran gift boxes.

The project focused on promoting its Personalized Quran Gift Box through Meta Ads.

My responsibility went beyond running advertisements. I worked on building a complete marketing and measurement system that connected advertising campaigns, website conversions, WhatsApp inquiries, CRM operations, and purchase confirmation data.

The main objective was to create a more structured advertising system and improve the ability to measure and optimize campaign performance.

02. The Initial Challenge

When I started working on the project, SH GIFT already had advertising campaigns running on Meta.

The product presentation, sales materials, and overall offer were in good condition. However, the previous campaigns were not delivering the expected results.

One of the major challenges was the lack of a proper tracking setup.

Without reliable conversion tracking, it was difficult to understand campaign performance accurately and make informed optimization decisions.

The business also operated through a Cash on Delivery (COD) model, which made conversion measurement more challenging.

A customer submitting an order did not automatically mean that the order was confirmed or delivered.

This required a more complete approach to advertising, tracking, and order management.

03. Tracking & Measurement Implementation

Before focusing on campaign optimization, I prioritized building a complete tracking infrastructure.

Tracking Technologies Implemented

• 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: Tracking website order submissions.

• WhatsApp Conversion Tracking: Measuring conversions generated through WhatsApp campaigns.

Purchase Confirmation Tracking

A particularly important part of the setup was connecting purchase confirmation information with Meta.

The business used CRM to manage website orders, WhatsApp orders, and call center operations.

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

This helped connect advertising activity with the order confirmation process instead of relying only on initial website submissions or customer inquiries.

The goal was to give Meta more meaningful conversion signals and support better campaign optimization.

04. Meta Ads Strategy & Campaign Performance

I developed a new Meta Ads strategy specifically for the Personalized Quran Gift Box.

Instead of relying on a single acquisition channel, I separated the campaigns based on how customers placed their orders.

Campaign Structure

1. Website Sales Campaign

Focused on generating direct orders through the SH GIFT 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 created to generate orders through WhatsApp.

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

Campaign Testing & Optimization

The campaign strategy included:

• ABO and CBO budget structures.

• Different audience targeting approaches.

• Broad audience testing.

• Creative testing.

• Retargeting approaches.

• Ongoing campaign performance analysis.

Both Website and WhatsApp campaigns used the Sales objective.

The campaign structure was adjusted based on performance rather than relying on one fixed setup.

Performance Snapshot — Illustrative Mockup

The following figures represent the dashboard mockup created for this case study. They are not verified campaign results.

These figures should only be published as actual campaign results after verification against the original Ads Manager and CRM reports.

05. Creative Strategy

For a personalized Quran gift product, creative strategy needs to communicate more than the product itself.

It should communicate the meaning behind the gift.

A Quran gift can represent love, respect, remembrance, and a meaningful connection with someone special.

For the Moroccan market, I would structure the creative strategy around the following approaches.

1. Emotional Gift Storytelling

Build advertising concepts around meaningful gifting moments.

Examples:

• Giving a Quran as a meaningful gift to someone special.

• A thoughtful gift for parents and family members.

• A personalized gift for special occasions.

• The emotional value of receiving a gift connected to faith.

2. Product-Focused Demonstration

Show the actual product clearly.

Creative concepts can include:

• Close-up product shots.

• Personalized details and packaging.

• Unboxing videos.

• Product quality and presentation.

• A complete view of what customers receive.

3. Short-Form Video Advertising

Use mobile-first vertical videos to capture attention quickly.

Recommended structure:

• First few seconds: A strong emotional or product-focused hook.

• Middle: Show the product and its personalization.

• Final section: Explain the offer and provide a clear order CTA.

4. Customer Trust & Social Proof

For a COD business, trust is important.

Creative concepts can include:

• Genuine customer feedback.

• Customer unboxing experiences.

• Product testimonials.

• Real product images and delivery experiences, where available.

5. Creative Testing

Test different creative angles instead of depending on a single advertisement.

Compare:

• Emotional storytelling vs. direct product promotion.

• Static images vs. short-form videos.

• Product demonstrations vs. customer testimonials.

• Different hooks, messages, and CTAs.

Creative Strategy Objective: Make the product emotionally appealing, visually clear, and easy for potential customers to understand and order.

Note: These are the recommended creative strategy directions for this product. Specific creative formats should only be described as implemented after confirming which ones were actually used.

06. COD Funnel & Order Management

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

SH GIFT operated through a Cash on Delivery model.

The customer journey involved more than simply generating an order.

Order Management Structure

Website Orders

Customers visited the product page, submitted the COD order form, and entered the order management process.

WhatsApp Orders

Customers interacted with the business through WhatsApp and placed their 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 process for managing order information.

Purchase Confirmation Data

The tracking system was connected to the purchase confirmation process.

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

This was important because the business needed to distinguish between an initial order submission and a confirmed purchase.

The approach helped create a stronger connection between advertising, order management, and conversion measurement.

07. Campaign Optimization & Decision Making

Campaign optimization was based on performance data.

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

The decisions were not based on assumptions alone.

My Optimization Approach

Performance Monitoring

Review campaign performance, spending, purchase costs, messaging costs, and conversion activity.

Campaign Evaluation

Compare different campaigns, ad sets, audiences, and creative approaches.

Campaign Control

Turn off underperforming campaigns when their performance did