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Meta purchase campaigns for a beauty e-commerce brand in Egypt
188 Meta campaigns and EGP 973K of spend produced 4,189 purchases, with creative and scaling tests running at EGP 76 to EGP 217 per purchase.
The brief
Lanell sells lash-extension glue and application tools to customers across Egypt through its own store. Creative in the account is creator-led video with offers such as free shipping and a discount.
The objective is website purchases. The account also carries engagement, awareness and messaging campaigns, which makes it a useful view of how different objectives perform side by side.
Cost per purchase for the larger purchase campaigns (EGP)
Lower is better. Dashed line: blended account (232.33EGP ). The best bar is gold.
How the account was structured
- Video creative batches launched as dated campaigns (3/6 videos, 5/6 videos, 17/7 videos) so each batch could be read separately.
- Scale tests built as copies of winning campaigns, alongside CBO and ABO variants.
- A new landing-page test and a picture-format test (test pix, CBO) among the purchase campaigns, plus a photo creative batch (5/6 photos).
- Engagement, awareness and messaging campaigns running in parallel to the purchase campaigns.
Reading the results
- Purchases came from purchase-optimised campaigns. The messaging campaign with the most volume (6,555 conversations at EGP 4.68 each) recorded two attributed purchases, so a cheap conversation did not translate into a cheap sale.
- Purchase campaigns ran between EGP 75.62 and EGP 216.59 per purchase. The blended figure for the whole account, EGP 232.33, is higher because it carries all the engagement, awareness and messaging spend.
Figures are read from the screenshots shown below. They are account-level or platform-reported numbers, not audited revenue, and enquiry or order quality is not in these exports.
Evidence
Select a screenshot to enlarge it.