An ecommerce marketing agency in Dubai should understand how an order contributes to your business before recommending more advertising. Revenue, return on ad spend and profit describe different things. A campaign can produce attractive sales figures while discounts, product costs, delivery and returns leave too little to cover acquisition and overheads.
Use the worksheet below to brief the commercial problem. The figures are invented for explanation; they are not Dubai market benchmarks or LunaSol client results. Your finance team should supply the actual cost treatment and confirm which taxes, fees and overheads belong in your model.
Work out what an acquired order can support
| Illustrative order item | AED |
|---|---|
| Net sales after the customer's discount | 300 |
| Product cost | −120 |
| Payment, fulfilment and delivery costs | −35 |
| Allowance for expected returns and related costs | −25 |
| Contribution before advertising | 120 |
| Advertising cost allocated to the order | −75 |
| Contribution after advertising, before other overheads | 45 |
Here, reported revenue divided by advertising cost is 4.0: 300 ÷ 75. Yet the remaining contribution is AED 45 before agency fees and other overheads. That does not make the campaign good or bad by itself. It shows why a single ROAS target cannot decide the whole budget. If returns or delivery costs rise, the same reported ROAS can produce a different commercial outcome.
Separate first-time and returning customers where the data supports it. Repeat purchases may justify a different acquisition decision, but only use observed retention and contribution. Do not fund today's losses with an unsupported lifetime-value assumption. Also check whether several platforms are each claiming credit for the same order.
Give the agency the operational constraints
The brief should identify products available to promote, stock limitations, delivery areas, dispatch expectations and any category restrictions. State who can change product information and who handles checkout problems. An agency cannot responsibly scale a product that the store cannot fulfil, even when an advert is performing well.
Before launch, make a test purchase using the main mobile journey. Check variant selection, availability, shipping information, payment and confirmation. Reconcile the order with the store's records and the measurement setup. An event labelled 'purchase' should correspond to the agreed transaction state, not merely a click on the payment button.
Buy useful product discovery work
For SEO, ask how categories and products will be accessible through normal navigation. Google's ecommerce structure guidance recommends linking through category and product pages so crawlers can discover them. A store search box alone does not provide that structure. Product descriptions should explain the actual item, its relevant specifications and the purchase conditions accurately.
Content can resolve a genuine selection problem: compatibility, sizing, use cases or the difference between two products you sell. Link the answer to the relevant items. Avoid manufacturing dozens of articles that repeat the same product description under different search phrases. For AI discovery, accurate product facts and clear comparisons are more defensible inputs than unsupported claims that every item is the best.
Compare agency proposals by responsibility
Ask which provider owns creative production, feed maintenance, website implementation, paid campaigns and reporting. Some proposals cover media management while assuming another team fixes the store. Others include development but leave product data with you. Compare these boundaries before comparing fees. Require a change log so a sales movement can be considered alongside pricing, stock and website changes.
Bring your priority products, order economics and current store journey to a discussion about LunaSol's marketing services. Our marketing budget guide can help frame the overall investment; the order-level worksheet above keeps the ecommerce decision grounded in your own business.