Helal: how we counted, and how to set it up
For the marketer who wants to know what "no campaign by hand" means in practice, how the 47.5% was credited, and what ran on its own.
- Every definition behind the numbers on the case study
- The setup in the store, step by step
- What to check in your own data
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What was measured
Period and population
Helal, an online halal food store in Bulgaria. The window is 4 July to 6 October 2026, the day after the last two campaigns sent by hand, on 1 and 3 July. The month index uses April to August 2026 as the base.
What counts as a result
Campaigns sent by hand: none since 3 July. Emails sent by the three always-on journeys: 165,000. The share of revenue that went through any Releva channel: 47.5%. Orders per month as an index, with the April to August average set to 100: July 117, August 86, September 173.
How an order is credited
An order counts for a channel when the shopper clicked a Releva email, push, recommendation or pop-up and then bought. One order can touch more than one channel, so the channel shares (26.3% journeys, 18.2% recommendations, 13.4% pop-ups and banners) add up to more than the 47.5% total.
Controlled or observed
Attributed, not measured lift. There was no holdout group. The September rise in orders comes from the store's own order data, in a month when Releva ran a bigger Meta budget, about three times July's.
What the numbers do not say
Meta's own report counted about twice as many purchases as the store took in September, so Meta purchases are not used anywhere; orders are. The 47.5% is a share of revenue that touched the agent, not the revenue the agent added.
The terms on the case study
| Term | How it is defined here |
|---|---|
| Manual campaign | A one-off campaign someone builds and sends. The last two went out on 1 and 3 July 2026. |
| Always-on journey | A flow that runs on its own once set up: browse abandonment, cart abandonment by email and push, and the weekly newsletter. |
| Revenue through the agent | Revenue from orders in which the shopper clicked a Releva email, push, recommendation or pop-up before buying: 47.5% of the window. |
| Share by channel | The same rule applied per channel. Shares overlap, because one order can touch several channels. |
| Order index | Orders in the month divided by the April to August average, times 100. |
| Meta campaigns run by Releva | Releva manages the store's Meta campaigns, including retargeting built from the same customer profiles. Counted in orders, not in Meta's purchases. |
What was switched on, in order
The catalog and the orders connected
Products and orders flow in, so every journey and every recommendation knows what each shopper looked at and bought.
Browse abandonment
An email to every shopper who viewed products and left, built for that person from what they looked at.
Cart abandonment, email and push
To every shopper who left a cart, with the items they chose and what goes with them.
The weekly newsletter
Sends itself every week, with products picked for each reader.
On the site
Recommendations on every page and pop-ups with offers, decided for each visitor.
Meta
Releva runs the store's Meta campaigns, with retargeting from the same profiles.
To check it in your own store
Count the campaigns your team sent by hand in the last three months, and the emails your flows sent on their own. Then take your orders and flag the ones where the shopper clicked a flow email, a push, a recommendation or a pop-up before buying. That share is the number to compare with 47.5%.
Index your monthly orders against the five months before, and keep Meta's purchase count out of it: use your own orders.
Back to the result, or see it in your store
See which of last week's visitors you missed
Thirty minutes, with your store and ad accounts open. Then 30 days free. A holdout group decides: if the agent doesn't add orders in 30 days, you don't pay.
Book 30 minutes
You'll talk to one of us.