Men's fashion e-commerce — Casablanca5.3× ROAS for a men's fashion brand with Meta Advantage+ and TikTok UGC.
A men's fashion store in Casablanca was capped at a cautious budget, with unstable cash-on-delivery and degraded tracking. Webotic industrialized its Meta Advantage+ acquisition, added a TikTok UGC flow and made measurement reliable through CAPI. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Meta Advantage+ Shopping
- TikTok Ads
- Meta CAPI
- Meta Pixel
- GTM
- Google Sheets COD
The context · growth stuck on manual
The brand sold its men's fashion in Casablanca and other major Moroccan cities exclusively on cash on delivery. Media buying relied on manually targeted Meta campaigns: frozen interest audiences, static creatives and cautious budgets for fear of hurting profitability. As a result, every attempt to scale drove up cost per purchase without proportional additional volume. In parallel, browser tracking was losing a growing share of conversions, distorting algorithm optimization and hiding the truly high-performing audiences. On the logistics side, COD generated a high volume of unconfirmed orders: unreachable customers, wrong addresses and carts tested with no real purchase intent weighed on delivered margin. Management wanted to accelerate, but without reliable data or a confirmation process, raising the budget meant investing blind. The challenge was twofold: unlock ad scaling and secure real profitability after delivery.
- Manual Meta targeting that no longer scaled without extra cost.
- Degraded browser signal, undercounted conversions.
- Low COD confirmation rate, eroded delivered margin.
- Static creatives poorly suited to social formats.
The setup · Advantage+, UGC and CAPI
Webotic first migrated acquisition to Meta Advantage+ Shopping to let the algorithm explore audiences and placements on an enriched signal, rather than on restrictive manual segments. In parallel, a UGC creative flow was produced and run on TikTok: short videos, driven by creators, showing the pieces in real-life situations to feed the top of funnel at low cost. Measurement was made reliable by deploying server-side Meta CAPI, with pixel-plus-server deduplication, to recover conversions lost by the browser and send a clean signal back for optimization. Finally, a COD confirmation process was tooled: a structured call script, automated follow-up and filtering of non-serious orders before shipping. Each lever fed the next: a clean CAPI signal improved attribution, reliable attribution guided the Advantage+ budget, and a cleaned-up COD revealed real profitability per campaign.
- Migration to Meta Advantage+ Shopping.
- TikTok UGC creatives for a low-cost top of funnel.
- Server-side CAPI with pixel-plus-server deduplication.
- Tooled, automated COD confirmation process.
The results · profitable scaling and cleaned-up COD
Over six months, reliable measurement and Advantage+ optimization unlocked controlled scaling. Average ROAS on paid acquisition reached 5.3×, a level held despite the budget ramp-up. Above all, revenue grew 150% for a media budget increase of only 55%: the brand gained efficiency on every dirham invested, with the algorithm finding audiences manual targeting never reached. The CAPI deployment cut measured cost per purchase by 32% by recovering conversions previously lost on the browser. On the logistics side, the confirmation process lifted the COD order confirmation rate by 20 points, turning a significant share of ghost orders into delivered and collected sales. The combination created a virtuous circle: more profitable volume at the top of funnel, a clean signal for optimization, and protected delivered margin downstream. (Figures to replace with final values.)
- Average ROAS of 5.3× held through scaling.
- Revenue +150% for a media budget up only 55%.
- Measured cost per purchase -32% thanks to CAPI.
- COD confirmation rate +20 points.
We were afraid to raise the budget because we didn't know what was really working. With reliable tracking and COD finally under control, we could scale without stress and see the real profitability of every campaign.
FREQUENTLY ASKED QUESTIONS
- Why move to Meta Advantage+ instead of keeping manual targeting?
- Manual targeting locks the algorithm into frozen segments and caps profitable volume. Advantage+ Shopping explores a far wider spectrum of audiences and placements on an enriched signal, which let us scale revenue without blowing up cost per purchase. Manual targeting still has its place in specific cases, but not for unlocking growth.
- How does TikTok UGC complement the Meta campaigns?
- TikTok UGC feeds the top of funnel at low cost: short creator-driven videos generate awareness and qualified traffic that Meta Advantage+ then reconverts into purchases. The two channels reinforce each other: TikTok widens the audience, Meta capitalizes on intent. It's a mix especially suited to fashion and young urban buyers.
- Is CAPI useful when selling on cash on delivery?
- Yes, and it's actually decisive. In COD, the conversion plays out at the click then at confirmation, and the browser loses a growing share of the signal. Server-side CAPI recovers those conversions and, with deduplication, sends a clean base back to the algorithm. The result: fairer optimization and a much lower measured cost per purchase.
- How do you improve the COD order confirmation rate?
- Through a tooled process: a structured call script, automated follow-up of unreachable customers, and filtering of non-serious orders before shipping. This reduces returns, protects delivered margin and turns ghost orders into real sales. In this case, the confirmation rate gained 20 points, which directly changes downstream profitability.