SECTION 01
Why COD changes the numbers
On a prepaid store, an order is revenue. On a COD store, an order is a promise: some are cancelled at confirmation, some are refused at the door, and the cash arrives days later. A campaign that brings many orders with a high refusal rate can lose money while its dashboard looks healthy.
Eekaam's Analytics counts COD orders as sales as soon as they're placed, so the numbers match what you're about to ship, and drops cancelled orders. That's the right view for operations, but for marketing decisions you also need to know how many of those orders were delivered and paid.
SECTION 02
The numbers worth watching
Keep a short list and look at it every week. Each of these is either shown in Eekaam or can be worked out from its reports and order export.
Orders ÷ sessions. Shown on the Analytics page; compare like-for-like periods.
Carts left with items, their value and the most abandoned products. Shown under Conversion.
Share of COD orders confirmed before shipping. From WhatsApp order confirmation's answer rate.
Returned COD parcels ÷ shipped COD parcels. From courier shipments (Failed / RTO) or your courier's reports.
Revenue from orders delivered and marked paid. From the order export, filtered by payment status.
Delivered revenue from a campaign ÷ its ad spend.
SECTION 03
Where to find each number in Eekaam
The Analytics page shows total sales, orders, sessions, conversion rate, average order, returning customers, visitors and bounce rate, with the previous period for comparison. Audience shows sessions by country and device, orders by city and province, new against returning customers, and peak shopping hours. Acquisition groups visits by source (Facebook, Instagram, Google, direct and other sites), by utm_campaign, by landing page and by referring site. Conversion shows the funnel from session to added to cart, reached checkout and ordered.
Live view shows who's on the store right now. Reports offers ready-made and saved reports you can filter, group and export as CSV, and the order export gives raw rows with payment and fulfilment status.
SECTION 04
Tag every ad link with UTM parameters
Without tags, a visit from an Instagram ad and a visit from your Instagram bio look the same. Add utm_source and utm_campaign to every ad link; in Meta Ads they go under URL parameters, for example utm_source=facebook&utm_campaign=eid-sale. A utm_source tag takes priority over the referrer in Eekaam's traffic sources, and utm_campaign groups visits under Campaigns.
Meta adutm_source=facebook&utm_campaign=eid-sale
Instagram bioutm_source=instagram&utm_campaign=bio
WhatsApp broadcastutm_source=whatsapp&utm_campaign=new-arrivals
SECTION 05
Set up pixels once, in the right place
To send events to ad platforms, paste your ID into the matching sales channel: Google & YouTube (GA4 Measurement ID, optionally a Google Ads Conversion ID), TikTok, Snapchat, or Facebook & Instagram (Meta Pixel ID). Eekaam adds the script to every storefront page and checkout step and sends page views, product views, add to cart and purchase, with the order total and currency on the purchase.
Don't also paste the same pixel into your theme code: two copies count every page view and purchase twice, and your ad platform will report double the sales. For session recordings and heatmaps, connect Microsoft Clarity.
SECTION 06
Judge campaigns on delivered revenue
Ad platforms report ROAS on placed orders. For a COD store, divide the revenue from orders that were actually delivered and paid by the ad spend. The illustration below uses made-up numbers to show the effect.
WORKED EXAMPLE
Illustration: the same campaign, two ROAS figures
- Ad spend
- Rs 50,000
- Placed orders (pixel)
- 100 × Rs 2,500 = Rs 250,000 → ROAS 5.0
- Refused or cancelled
- 35 orders
- Delivered and paid
- 65 × Rs 2,500 = Rs 162,500 → ROAS 3.25
Example numbers, not a benchmark. Use your own refusal rate by campaign; it often differs a lot between audiences and products.
SECTION 07
A weekly measurement routine
Once a week: compare conversion rate and average order with the previous week; check which campaigns brought orders; export last week's orders and work out delivered revenue and refusal rate per campaign; look at the most abandoned products and the peak shopping hours; and pause or fix the campaign with the worst real ROAS before raising budgets on the best.
SECTION 08
Questions, answered
What is a good conversion rate for an online store in Pakistan?
It varies widely by product, price and traffic source, so compare your own store against its previous periods rather than a published average. Track it by traffic source: ad traffic usually converts differently from returning customers.
Why do my ad platform's sales not match Eekaam?
Pixels report purchases when orders are placed, attribute them with their own rules, and can double count if the pixel is also pasted into the theme. Eekaam drops cancelled orders. Compare both against delivered and paid orders.
Do I need Google Analytics if Eekaam has analytics built in?
Not to see sales, traffic sources and conversion: Eekaam's Analytics works without installing anything. Connect GA4 through the Google & YouTube channel if you also want Google's reporting or Google Ads conversion tracking.
How do I see which Instagram or Facebook ad brought an order?
Tag the ad's link with utm_campaign. Visits and orders then appear under that campaign in Eekaam's Acquisition section.