Electronics e-commerce — Casablanca6.2× ROAS and +145% revenue for an electronics e-commerce in Casablanca.
A Casablanca electronics e-commerce was struggling to scale online sales with poorly managed cash on delivery. Webotic structured Google Shopping, PMax and Meta catalog retargeting, made measurement reliable through CAPI, and lifted the COD confirmation rate. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Google Shopping
- Performance Max
- Meta Ads
- Meta CAPI
- Merchant Center
- GA4
The challenge · scaling a COD e-commerce
The store had a broad electronics catalog but struggled to grow its online sales. Existing campaigns were generic, with no product feed structuring and no priority segmentation. Above all, the model relied on cash on delivery (COD), very common in Morocco, with a low confirmation rate: a large share of orders was never validated by phone or delivered. As a result, the ad algorithms were optimizing on placed but unconfirmed orders, artificially inflating apparent performance and diluting budget on poorly qualified profiles. Without reliable measurement of actually collected sales, steering ROAS on margin was impossible. The challenge was twofold: build a high-performing acquisition infrastructure on Google Shopping and Meta, and reconnect advertising to real business data — the confirmed and delivered order, not just the click or form.
- Broad electronics catalog, generic unstructured campaigns.
- COD model with a low confirmation rate.
- Algorithms optimized on unvalidated orders.
- No reliable measurement of actually collected sales.
The approach · Shopping, PMax and CAPI
Webotic first structured the product feed in Merchant Center: titles, categories and attributes optimized to maximize eligibility and relevance on Google Shopping. Campaigns were split between standard Shopping and Performance Max, prioritizing high-margin, fast-rotating references. In parallel, Meta catalog retargeting was deployed to re-engage visitors and abandoned carts with the products they had viewed. The central piece: implementing Meta CAPI and server-side tracking to report conversions reliably, with pixel + server deduplication. Crucially, the conversion event was redefined around the phone-confirmed order, not just the placed one. A structured COD confirmation process — fast follow-up, call script, optimized time slots — was set up on the operations side to lift the validation rate and feed the algorithms with a clean signal.
- Product feed optimized in Merchant Center.
- Standard Shopping + Performance Max prioritized by margin.
- Meta catalog retargeting on visitors and carts.
- Server-side CAPI + event refocused on the confirmed order.
The results · controlled profitability
With measurement refocused on truly confirmed orders, acquisition could be steered on real business value. Over five months, average ROAS reached 6.2× and revenue grew 145% for a budget increase of only 50% — a sign of sharply improved efficiency rather than mere spend scaling. Meta catalog retargeting captured a significant share of abandoned carts, while Google Shopping and PMax drove new-customer acquisition. The most structural lever remains the COD confirmation rate, which gained 18 points thanks to the follow-up process and the server-side signal: the algorithms gradually learned to target profiles that confirm and accept delivery, rather than those that order then cancel. The outcome is profitable, steerable growth anchored on the collected order. (Figures to replace with final values validated by the client.)
- 6.2× average ROAS on paid acquisition.
- +145% revenue for a budget only +50%.
- COD confirmation rate up 18 points.
- Growth steered on the truly collected order.
For the first time, our campaigns were optimizing on the orders we actually delivered, not on ghost carts. The confirmation rate moved and profitability followed.
FREQUENTLY ASKED QUESTIONS
- Why is CAPI important for a COD e-commerce?
- Because it lets you report server-side the event that truly matters — the phone-confirmed order — rather than just the click or form. Combined with pixel + server deduplication, it recovers part of the signal lost on the browser and gives algorithms a reliable base to optimize on sales that actually materialize.
- How do you improve the confirmation rate of COD orders?
- By setting up a fast follow-up process (a call within the hour), a clear confirmation script and optimized callback slots, while reporting the confirmed order as the conversion event. The algorithms then learn to target profiles that confirm and accept delivery, which mechanically improves the validation rate.
- Should you separate Google Shopping and Performance Max?
- The two are complementary. Standard Shopping offers more control and visibility over queries and products, while PMax maximizes coverage across Google's full inventory. A structure prioritized by margin and rotation draws the best from both without cannibalization.
- Is Meta catalog retargeting useful alongside Google Shopping?
- Yes, it plays a different role. Google Shopping and PMax drive acquisition and purchase intent, while Meta catalog retargeting re-engages visitors and abandoned carts with the exact products they viewed. The combination covers the whole journey, from discovery to conversion.