Monthly Performance Report

Hook rate is the share of people who keep watching past the first seconds. Hold rate is the share still watching at 25%, 50%, 75% and 100% of the video — it shows how much of the video is actually seen.

Hook rates sit at 12–18%, and on TikTok only 4.0% of viewers reach the 25% mark and 0.7% finish the video. Since the product, the offer and the call to action come after the opening, most viewers leave before seeing them. Even so, the videos generated 107 purchases at 7.88x ROAS — from a small share of the audience. Hawraa's video, which holds viewers longest, is also the top seller. Improving hold rate means more viewers reach the message, which opens room to grow these results further.

Hawraa's video delivered half of all TikTok influencer purchases at the lowest cost per purchase ($5.05). Its hook rate is average (13.8%), but it holds viewers far longer than any other video — 6.2% reach the 25% mark versus 1.4–3.9% for the rest. Retention, not the opening, is what sets it apart.

It has the strongest hook on TikTok (17.7%) and on Meta (16.6%), with 22 purchases at 8.73x on TikTok and 32 purchases at 5.38x on Meta. On TikTok the same video ranged from 11.72x in one ad group to 1.78x in another (now paused), so the audience it is shown to matters as much as the creative.

Kids Perfumes returned 11.81x with the highest value per purchase ($94.58), while Dantelle Black Set was the weakest video at 5.92x and $9.85 per purchase. Both videos lose viewers early (about 1.5% reach the 25% mark), and both are still on small volumes — 8 and 7 purchases — so these results are directional.

Meta put 93% of spend behind Incenses Collection. Horouf Trio Set ($18.31) and Gift Box No. 265 ($2.32) did not receive enough delivery to be judged. Hawraa and Lujain have not run on Meta yet.

September revenue reached $156,540 (KD 48,327), up from August's $132,974 — the strongest month in the account's history so far. Orders rose +10.5% to 1,840, and this came despite sessions falling again (-32.1% to 136,355). The business converted far better this month: CVR climbed to 1.49% (+65.6%) and revenue per session rose to $1.15 (+73.3%). This points to genuine demand strength rather than just traffic volume — every session delivered significantly more value.

AOV climbed from $79.86 to $85.08, with items-per-order also up to 3.18 (+2.9%). This extends August's recovery and continues to reflect a stronger showing from bundles and higher-value products in the overall mix.

We continued concentrating platform analysis and budget decisions on Meta and Google this month, our two largest channels at a combined 89.4% of paid orders — up from 80.5% in August. Both scaled this month and both grew order volume.

Meta spend rose to $15,804 (+1.6%) and dashboard orders grew to 1,067 (+6.1%). ROAS recovered to 4.92x from 4.37x, continuing the rebound after August's creative-testing phase. Meta remains a top channel at 41.1% of paid orders.

Google spend increased to $12,666 (+22.3%) and dashboard orders grew to 1,254 (+18.9%), making Google the single largest channel this month at 48.3% of paid orders. ROAS eased slightly to 7.01x from 7.25x, a modest and expected trade-off for the scale of the spend increase — still a strong, efficient return.

Sessions fell again this month (-32.1% to 136,355), yet CVR climbed sharply to 1.49% (from 0.90%) and revenue per session rose to $1.15 (+73.3%). Sessions-per-order also improved to 74, down from 121 in August. This extends the pattern from last month: fewer sessions, but a much higher-converting audience — the business is extracting significantly more value from every visitor than it was two months ago.

Retention climbed from 18.75% to 20.54%, a new high. Combined with rising AOV, this points to a strengthening loyal customer base buying more per order.