The basket sets the limit.

01 / The challenge

The problem behind the brief.

A return multiple alone cannot tell an operator how much a new customer can cost. Purchase value, order volume and basket size have to be read together.

02 / The decisions

Where the work changed.

1. 01

   Keep the currency in view.

   This Egyptian account is denominated in EGP. Read the ad cost in the same currency as the basket so the acquisition decision stays connected to what a customer actually spends.

2. 02

   Read the basket beside the return.

   The capture reports 3,445 purchases and an average order value of EGP 347.72. The portfolio commentary uses that basket to frame the acquisition-cost decision.

3. 03

   Separate sales from margin.

   Purchase value records what customers bought. Product costs and the rest of the business economics still determine what can be spent to acquire them.

03 / The outcome

The difference it made.

The Meta record shows EGP 141,038 in spend against EGP 1,197,901 in purchase value, with a reported return of 8.49x.

Purchase value

EGP 1,197,901Rounded to the nearest pound in the source caption.

Ad spend

EGP 141,038

Purchases

3,445

Average order value

EGP 347.72