Case studies / Cali Home
Cali Home · Home décor · Egypt · Jan – Jul 2025
How Cali Home ran six months at 7.05× blended ROAS, and what happened when the lead product's availability changed
A considered-purchase décor brand in Egypt, one hero product carrying most of the demand, and an account judged on platform ROAS. We moved the scoreboard to the store's own numbers and grew monthly sales 47% in six months, until the availability of the product the account depended on changed.
Engagement closed Jul 2025 · figures as reported at the time in the shared Shopify and Meta reporting
7.05×Blended ROAS, six monthsShopify total sales ÷ Meta spend, Jan–Jun 2025
10.18×Best monthMarch 2025, on 20% less media than February
+47%Monthly store salesJune against January
The case in 30 seconds
The challenge
Décor at an average basket well above an impulse purchase, one product carrying most of the orders, and a media account reporting on the platform's own attribution.
What we changed
Store numbers and media numbers in one sheet every month, budget moved on blended ROAS, sets and bundles pushed alongside the hero product, and repeat purchase treated as growth.
The result
930 orders and 7.05× blended ROAS across six months, sales up 47% and sessions up 58%, with the returning-customer rate rising from 15.6% to 21.2%.
Our diagnosis
Traffic was never the constraint. Availability was.
One map of the store and the account before moving a budget.
- A considered purchaseAn average basket several times a typical impulse order
- One product carried the accountA single hero SKU behind most of the orders
- Traffic was already growingSessions rose every month; conversion decided the result
- Availability sat outside the media planProduct availability was nobody's media input
- Two different ROAS numbersThe platform's attribution and the store's own total
The opportunity
Blended measurementRoom-context creativeSets and bundlesRepeat purchase
→Growth the store can confirmBefore → After
What actually changed
BeforeAfter
BeforePlatform ROAS as the scoreboard
AfterStore sales divided by media spend, reported every month
BeforeReporting inside the ad platform
AfterOne shared sheet with Shopify and Meta side by side
BeforeThe hero product carrying the spend alone
AfterSets and bundles pushed beside it; average order value peaked 29% above January
BeforeTraffic as the only growth lever
AfterBasket size and repeat purchase counted as growth too
BeforeAvailability invisible to media decisions
AfterProduct availability read as a media input, which is how the change was caught early
Growth strategy
One growth system. Four connected levers.
01 — Media
Creative-led prospecting with retargeting behind it, rebalanced monthly on blended ROAS rather than platform ROAS.
Prospecting→Retargeting→Repeat
The month with the least media, March, returned the most.
02 — Creative
The piece shown in a finished room, not on a white background.
Click-through held between 4.5% and 6.8% for six consecutive months in a considered-purchase category.
03 — Merchandising
Sets and bundles promoted beside the hero product to lift the basket and spread the dependence.
Average order value peaked 29% above January.
04 — Measurement
One sheet, store numbers and media numbers side by side, every month.
Platform attribution informs the channel; the store decides the budget.
Performance over time
What happened next
Six months from the client's own Shopify and Meta reporting, indexed so the trend is visible without disclosing revenue. The gap that opens between the two lines from April onwards is the whole story.
SalesSessions
The business impact
Store numbers, not platform numbers. January to June 2025.
7.05×Blended ROASSix months, store sales ÷ media spend
930OrdersShopify, Jan–Jun 2025
+47%Monthly store salesJune vs January
+58%Store sessionsJune vs January
+29%Average order value at its peakMarch vs January
15.6% → 21.2%Returning-customer rateJanuary → June
Absolute revenue and ad spend are confidential to the client. Every figure is a ratio, an index or a count taken from the client's own Shopify and Meta reporting for the months stated. ROAS here is blended: total store sales divided by media spend. Over the same six months Meta's own attribution reported 5.83× and accounted for 83% of the store's total sales; both numbers were on the client's sheet every month, and only one of them moved a budget.
Creative strategy
The creative system
The pieces that did the work, not the whole gallery.
- Format
- Room-context video · Prospecting
Why it workedThe product placed in a finished room instead of on white. Click-through never fell below 4.5% in six months, in a category where the decision takes days.
- Format
- Set and bundle offer · Conversion
Why it workedBundles gave the account something to sell besides the hero product, and the average order value peaked 29% above where it started.
- Format
- Returning-customer push · Retention
Why it workedIn a category people furnish twice a year, the returning-customer rate still went from 15.6% to 21.2% inside six months.
What we learned
01
A media system cannot outrun what is available to sell.
From March to June sessions rose 30% while the conversion rate fell from 1.83% to 1.24%. The traffic was there; what the account had been selling was not. Blended ROAS went from 10.18× to 5.49× for that reason and no other.
02
There are two ROAS numbers, and both belong on the report.
Meta attributed 5.83× and claimed 83% of the store's sales. The store's own total divided by media spend said 7.05×. The first tells you what the channel did; the second tells you what the business did. Scaling on one without the other is how accounts get into trouble.
03
The engagement ended, and that is on this page.
When the lead product's availability changed, the account's efficiency went with it, and the work closed in mid-2025. A case that showed only the first three months would be a better advertisement and a worse record.
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