Company
Who We Are
Safwa (صفوة) is a B2B SaaS analytics platform built specifically for Cash on Delivery (COD) ecommerce merchants operating in Pakistan and the GCC. We are a Pakistan-registered technology company headquartered in Karachi.
Our platform connects to merchants' Shopify stores, courier networks, and advertising accounts to deliver a single accurate view of real net profit — accounting for every cost centre: COGS, courier charges, taxes, returns, and ad spend.
Mission
Why We Exist
COD merchants in emerging markets lack reliable tools to understand their true profitability. Revenue numbers are misleading — cash is locked in transit with couriers, returns erode margins, and ad spend ROAS is overstated by platform-reported figures.
Safwa exists to give these merchants the financial clarity they need to operate and scale with confidence — from unit economics at the SKU level to campaign-level ROAS on delivered cash.
API Integration
Google Ads API
Safwa integrates with the Google Ads API to power two core reporting features: post-delivery ROAS attribution and ad spend contribution to unit-level profitability calculations. Campaign spend data is a required input for Safwa's net profit formula — without it, merchants cannot see their true margin per order.
What data we retrieve
Campaign-, ad group- and ad-level performance metrics: daily spend, impressions, clicks, conversions and conversion value, campaign identifiers, the names of your conversion actions, and where your ads ran. Fetched via read-only API access. We retrieve no audience lists and no customer personal data — conversion figures reach us only as per-campaign, per-day totals, never as individual people or events.
Post-delivery ROAS
Google Ads daily spend is matched against Shopify orders confirmed delivered and remitted by the courier. This produces a post-delivery ROAS — accurate because it only counts orders where the merchant has actually received the cash, excluding returns and failed deliveries.
Profitability & unit economics
Ad spend is apportioned per order and per SKU as part of Safwa's net profit calculation: Revenue − COGS − courier fees − taxes − returns − ad spend = net profit. This gives merchants accurate unit economics at the product and campaign level, not just aggregate P&L.
Read-only commitment
Safwa requests read-only access only. We never create, modify, pause, enable, or delete campaigns, ad groups, ads, keywords, or budgets. Our integration is purely observational — spend data is read to power reporting in the merchant's own dashboard.
Sync schedule & data use
Data is synced daily on a schedule, or on-demand when a merchant triggers a manual sync. Retrieved data is stored encrypted in our Supabase database (Singapore region) and is used exclusively for that merchant's private dashboard. It is never shared or used for any other purpose.
Revocation & deletion
Merchants can disconnect Google Ads at any time from Ad Spend → Configuration, or revoke via Google Account → "Third-party apps & services". Data syncing stops within 24 hours. All stored Google Ads data is permanently deleted within 30 days of account termination.
API Integration
Meta Ads API
Safwa integrates with the Meta Marketing API to power the same post-delivery ROAS attribution and profitability calculations for Facebook and Instagram campaigns. Meta Ads is the dominant advertising channel for our merchant base, making accurate post-delivery attribution especially critical — COD return rates of 30–40% mean platform-reported ROAS routinely overstates true campaign profitability.
What data we retrieve
Campaign-, ad-set- and ad-level metrics via the Meta Insights API: daily spend, impressions, reach, clicks, and the aggregate result counts Meta reports against each ad, plus the names, budgets and tracking links of the campaigns and ads themselves. Everything we read comes through the ads_read scope. We do not access Pixel data, user-level conversion events, or any personal data about the merchant's customers.
Post-delivery ROAS
Meta Ads daily spend is matched against delivered and remitted Shopify orders. Because platform-reported ROAS counts clicks and estimated conversions regardless of whether the COD order was actually paid, Safwa's post-delivery ROAS gives merchants the real figure after courier outcome is confirmed.
Profitability & unit economics
Meta Ads spend is factored into per-order and per-SKU net profit calculations alongside COGS, courier charges, taxes, and return losses. Merchants see exactly how much margin each campaign generates at the unit level — not just aggregate ad spend versus total revenue.
Read-only commitment
Safwa reads your ad data and does not run your ads. We never create, publish, pause, or delete campaigns, ad sets, or ads, and we never change budgets, bids, targeting, or creative. The integration performs no writes at all, and as of September 2026 it does not even ask for permission to. We never touch payment methods or billing.
Every permission we ask for
The Facebook consent screen lists five permissions. Safwa reads your advertising results; it never creates, edits or deletes an ad, and it never changes anything in your business portfolio.
ads_read· in use — the campaign, ad-set and ad metrics every number on your dashboard is built from.pages_show_listandpages_read_engagement· in use — an ad built from an existing Page post carries no link of its own, so about a third of Meta ads used to show no destination in your reports. These let us read that one post's link, and nothing else. We read no other Page content, and we never post, reply, or message as you.business_managementandads_management· read only, despite the names — most merchants' ad accounts belong to a business portfolio rather than to them personally. These let us list the ad accounts you can reach and show their names, so you can pick the ones Safwa should sync. We never create, edit, pause or delete an ad, never change a budget, and never add or remove people or assets from your portfolio.
Revocation & deletion
Merchants can disconnect their Meta Ads account at any time from Ad Spend → Configuration, or by removing Safwa from Meta Business Integrations. Data syncing stops within 24 hours of revocation. All stored Meta Ads data is permanently deleted within 30 days of account termination.
Get in touch
Contact & Address
Office
Office # 01, Falcon Complex
Malir Cantt, Karachi
Pakistan
General Inquiries
[email protected]Privacy & Data
[email protected]