What I actually do all day.
Working notes on media buying for Egyptian and Gulf ecommerce brands. Attribution, cash-on-delivery economics, cancellation rates, hiring, pricing.
Every note here answers one question in a different form: of the money that goes into the ads, how much comes back after cancellations, shipping and cash collection. The numbers come from accounts running in Egypt and the Gulf, not from imported benchmarks.
اقرأ المقالات بالعربيةWhat gets covered here
Cash-on-delivery economics
Delivery rate, collection fees, and the shipping you lose on a refused order. Those three decide the real break-even, and most accounts are measured without them.
Break-even calculatorHiring and pricing a media buyer
The difference between an employee salary and a service fee, and how to judge someone inside the first month instead of waiting a quarter.
How to hireOffers and pricing
Every offer format measured by the highest acquisition cost it can carry afterwards, rather than by margin. The builder works fourteen formats through COD maths.
Offer builderThe work itself, on real accounts
Case studies with the situation, the numbers and what changed, each one carrying the part that usually gets left out.
Case studiesQuestions that come up a lot
How do I hire a media buyer in Egypt?
Ask how they separate an order from a delivered order, and how they measure profit after cancellations. Anyone who cannot answer that is working off the ads dashboard rather than off your books.
Full noteWhy is my Meta ROAS higher than my actual profit?
On cash on delivery Meta counts the order at checkout. You get paid on the delivered order. The gap between those two numbers is the cancellation rate, and it never appears in the ads manager.
Full noteWhat ROAS do I need to break even on cash on delivery?
There is no single number. Break-even comes out of selling price, product cost, delivery rate, collection fees and the shipping lost on refused orders. The calculator produces the figure for your own account.
Work it outWhich platforms do you run?
Meta, Google, TikTok and Snapchat, for ecommerce brands selling physical products in Egypt and the Gulf. Creative production and a live performance dashboard come with the account.
AboutWho is Seif Gomaa?
A performance media buyer based in Cairo running paid acquisition for ecommerce brands across Egypt and the Gulf, with a live dashboard built for every account.
Full profileWant this run on your account instead of read about?
Tell me what your brand sells and how the last two months performed. I answer within 24 hours.
