Insights
Notes on e-commerce media buying, tracking, and profitable scaling — written from account work, not from theory.
Most of what gets written about paid media is either platform documentation or a case study with the numbers cropped out. These are the in-between pieces: how to read a ROAS figure against your own margin, what server-side tracking actually changes once iOS stopped reporting reliably, how a creative test should be structured so it produces knowledge rather than a winner, and what to look for when hiring someone to run the account.
Topics covered here
- E-commerce media buying and paid acquisition
- Meta Ads and Google Ads for online stores
- Conversion tracking, Meta CAPI and data quality
- Creative testing frameworks
- ROAS, margin and profitable scaling
How to Choose an E-commerce Media Buyer in Egypt
Most hiring conversations start with ad platforms and past ROAS. Both are the wrong opening. Here's what to check instead — starting with whether the person can tell you what your break-even ROAS is.
What Is a Good ROAS? Why It's a Vanity Metric If You Ignore This
There's no universal good ROAS — a 4x ROAS on a low-margin product can lose money, and a 2x ROAS on a high-margin one can print it. Here's the break-even ROAS formula brands skip before they scale spend.
Why iOS 14.5+ Broke Meta Attribution — and What CAPI Actually Fixes
App Tracking Transparency didn't just cost pixel data — it broke the attribution windows advertisers had built campaigns around. Here's what changed, and how the Meta Conversions API (CAPI) actually fixes iOS 14.5+ attribution.
The 5-Step Media Buying Process I Use to Scale Every Ad Account
How to scale a Meta or Google ad account without losing ROAS: before a single ad goes live, five things get decided in order — risk tolerance, competitor research, creative testing, message differentiation, and timing.
Work with Mostafa Taher
If you're running an e-commerce brand and paid acquisition isn't turning into profitable revenue, tell me where it's stuck.