PenPath as an Afghan NGO founded by Matiullah Wesa and describe it as a partner organization on education projects. Funded by 🇮🇱🇺🇸

Congratulations to Matiullah Wesa and the entire PenPath team on receiving the 2026 Freedom Prize (Prix Liberté). This recognition honors your courage, dedication, and unwavering commitment to education and human rights in Afghanistan #PenPath #EducationForAll #Afghanistan 🇦🇫

نن زما د مرحوم پلار د وفات پنځلسم تلین و. پدر مرحوم من همیشه به ما می‌گفت که به مردم آموزش بدهید و هیچ‌گونه تعصبی نداشته باشید. او الهام‌بخش راه قلم بود. Today makes 15 years since my father’s demise. He always told us about the importance of education and how education would help in improving and developing a country, a language, a tribe and an individual. He would encourage everybody in obtaining education. He would tell us not to discriminated against anyone on the basis of their tribe, language,colour or background. He invited all races and tribes to unite. My father inherited hundreds of acres of lands form his ancestors but he would emphasise that money, wealth, land, position, power will come to an end and will disappear but education people will last forever. He was and is my inspiration for PenPath. May his soul rest in peace #myfathermyhero

Congratulations, dear Matiullah Wesa! 👏 Your lifelong championship of girls' education in Afghanistan, even in the face of immense risks and imprisonment, is truly inspiring. This prestigious Award is so well-deserved. You are a beacon of hope and a powerful voice for the right to learn. Keep shining! 🇦🇫❤️ #EducationForAll #PenPath

7 years ago I went to Kashmir and visited schools in remote areas. Children asked me for story books and later I managed to send them some. After receiving international licence and status Penpath will be able to get books to children all around the world. Children around the world have the same emotions and feelings of happiness, sadness. They are all innocent. #Kashmir #children #books

We had an ecommerce leader come to us with hundreds of Pinterest conversions (purchases). They knew something seemed off. Sure enough, when we checked the data, there should have only been a few dozen purchases from Pinterest. Why? Because Pinterest—like many ad platforms—tracks multiple types of conversions. If you don’t know exactly what’s being counted, you could end up making decisions based on inflated numbers. They faced this issue trying to build their own reports before working with PenPath: 👉 Their dashboards showed inflated performance because they weren’t using the right data. 👉 They relied on platform-reported metrics without filtering for actual purchases. 👉 A quick audit revealed their conversions included add-to-carts and other custom events. 👉 This distorted downsteam KPIs like CAC and Cost Per Purchase, leading to misleading insights. Here’s how PenPath solves this problem: ✅ Our platform is built for ecommerce leaders—tracking only real purchases. ✅ We standardize conversion tracking across all ad channels (including currency conversion). ✅ We combine insights so brands can see everything in one place and trust their numbers. With accurate conversion tracking, our customers can confidently measure performance, optimize spend, and make data-driven decisions that actually grow their business. We also provide the guidance they need to build a strong measurement strategy. If you’re making big decisions based on ad platform data, make sure you know exactly what’s being counted. What’s been the biggest challenge you’ve faced in getting accurate insights? Follow me for more actionable marketing tips. ♻️

The truth is, e-commerce brands have too much data. What they need is focus and relevant information that is actionable and high-impact. Every SaaS tool gives you data and dashboards — decision-makers have to dig through dozens of reports and hundreds of metrics. This can make data-driven decision-making overwhelming and confusing. More data doesn’t mean better decisions. Smart business owners don’t just collect data, they organize it strategically. At PenPath, we provide a single source of truth. We combine data and only show practical, relevant, and actionable insights. for example: ✅ CAC, MER, Spend, Sessions together tell a story in your Business Pulse Dashboard ✅ Your custom dashboard environment gives you maximum control to evolve and do what you need if our turn-key dashboards need to be adjusted. ✅ Have insights go to you, not the other way around as any report can be turned into an email update with any cadence you’d like. Always have visibility and control of your business. Doing this helps: 👉 Catch and resolve revenue dips as soon as they happen 👉 Spot inneficient ad spend to minimize waste 👉 Make faster, data-led decisions Remember, numbers don’t make money. Decision do. So, focus on how you can optimize your decision-making with simple steps. Follow me for more actionable marketing tips. ♻️ #DataGrouping #DataAnalytics #PerformanceTracking #EcomTips

Most eCommerce leaders look at aggregate numbers and stop there. But the real insights come when you segment. Take ROAS, for example. Seeing a 4X overall might look solid, but if you break out TOF vs. BOF, you’ll likely find BOF is driving a much higher ROAS. That’s where your real efficiency lies. For example, if your campaigns are structured like this: ✅ TOF (Prospecting) – [TOF] Broad - Interest-Based ✅ MOF (Consideration) – [MOF] Retargeting - Engaged Users ✅ BOF (Conversion) – [BOF] Retargeting - Cart Abandoners And you check ROAS at each level, you might see something like: TOF: 1.5X ROAS (normal for prospecting) MOF: 3.2X ROAS (engaged users) BOF: 8X ROAS (high intent buyers) If you only look at the blended 4X, you’re missing the bigger picture. Where should you scale? Where do you need to optimize? This is exactly why we built PenPath to make segmentation effortless. With one click, you can break down performance by TOF, MOF, and BOF—so you instantly see where to double down and where to adjust. Most ecom leaders aren't set up for success and don't revisit these types of insights. They are leaving a lot of money on the table.

Actually girls schools in the south were open in a lot of places under Taliban's control and Matiuallh Wesa had his penpath activism going on full, however when Taliban took over, it changed.

I am happy you are back and still devoted for all children's need and desire which is the basic for a peaceful, creativ, capable includive and wealthy society. you and your people might be protected on all ways, esp. your PenPath.

۔۔ ویسا صاحب خدای مو راوله، ژوند مو پخیر ۔۔ #Afghanistan #PenPath @matiullahwesa @Atta_wesa

#InternationalVolunteersDay #PenPath

Today is the international day of volunteers, Penpath has established a foundation for volunteers in 2009 and provided education opportunity for thousands of girls, collected million books, reached millions of people in remote and war stricken areas to campaign for education.

Penpath:

If your ecommerce conversion rate is 2.5%, is that good? 📈 We often get questions about what "normal" performance should be. These are valid questions! However, the answer ultimately depends on your industry, price point, and growth strategy. Fortunately, there are many ways to reach your profitability target, and it's ok for the KPIs you optimize and prioritize to evolve over time. With that said, here are five essential marketing ROI metrics for a healthy ecommerce strategy AND a ballpark range of what's typical to see: 1. Customer Lifetime Value (CLV): Understand the total revenue you can expect from a customer over their entire relationship with your business. Aim for a CLV to Customer Acquisition Cost (CAC) ratio of 3:1. For every dollar spent on customer acquisition, you generate three dollars in revenue. 2. Customer Acquisition Cost (CAC): Measure the total cost of acquiring a new customer. On average, U.S. eCommerce businesses spend $70 to acquire a customer. Costs vary by industry, with beauty and food on the lower end, and electronics and jewelry on the higher end. 3. Conversion Rate: Track the percentage of website visitors who complete a purchase. A healthy conversion rate typically ranges from 2% to 3.5% from visit to purchase. 4. Return on Ad Spend (ROAS): ROAS measures the revenue generated for every dollar spent on advertising. Similar to CLV, aim for a ROAS ratio of 3:1. For each dollar spent on ads, you should earn $3. Ecommerce leaders can significantly improve ROAS with the proper measurement and growth strategies. 5. Churn Rate: This metric indicates the percentage of customers who stop purchasing over a given period. Keeping a churn rate below 5% is ideal, as retaining existing customers is more cost-effective than acquiring new ones." How are you tracking your ROI metrics? Where do you feel you struggle most? Let us know in the comments below 👇 Would you like to know what your stats should look like? Shoot me a DM, or head to PenPath and book a time to chat. We'll take a look and diagnose your growth drivers. #Ecommerce #MarketingROI #DigitalMarketing #CustomerAcquisition #DataAnalytics #ConversionRate #ROAS #CustomerRetention #PenPath #MarketingMetrics #BusinessStrategy #2024Trends #Shopify

I wanted to remind an ecommerce leader who wanted to bring all his platform data together something very important... Data from different platforms doesn’t always play well together. The Economist famously said data is the new oil. I disagree. I think everyone has too much oil, what we need are refineries. Because PenPath is a “refinery” we know all too well that data doesn’t always integrate. Some ecommerce leaders like the idea of having all their data connected, but that only sometimes makes sense to do. Because ultimately, having all your data in one place doesn’t mean you'll have actionable insights. A good way to think about it is to chunk the data based on its utility. 💡 Use the 80/20 Rule: Sometimes, it's more sensible to group data by relevance, such as all revenue-related data, budget allocation data, or inventory data, rather than trying to mix all aspects of the business. 🧐 When Seeking Insights: Ask yourself, what can you DO with the information once you access it? Sometimes insights confirm you are on the right track and provide peace of mind. Other times, insights enable critical decisions or adjustments to sustain or scale performance. Group data sources that lead to action, facilitate understanding, or accelerate communication is critical for success. You can’t improve what you can’t measure.

Months before the collpas of Kabul to the Taliban, regardless of insecurities & threats, we along w/ the #PenPath team, were going door to door talking with families, villagers, men and women in urban areas to encourage them to let their daughters go to school and get an education. The issues raised were many, but one common challenges were not having schools nearby, insecurity and harassment concerns on the way to school, but nobody was concerned about teaching extremism ideologies to our children back then, which has completely changed now. It’s been 1000 days since the schools' doors have been closed. And I see @rawadari_org started a campaign by the name of “#Eqra,” which is good to put pressure on the countries and policymakers and making them to see the harsh ground realities and clear signs of gender apartheid in Afg. But the question is, is opening schools what we all want? By changing the curriculum, we know what the Taliban are teaching our kids. I believe keeping the school doors shut is way better and less dangerous than keeping them open. It’s better to present our demands as a package, rather than emphasizing on one aspect of the huge chaos at this particuler moment. Opening schools not only is helpful and changes the tragedy of today’s women’s life but further pushes them into the darkness of extremism. We need to be careful about our demands and how we present them. I might be among the few people who advocate for the closure of schools until we are assured that the schools are free of extremism ideas and not politicized. It will only happen once the country is free and the regime is changed based on the free will of the people of Afghanistan. @ShaharzadAkbar @heatherbarr1 @SR_Afghanistan @hrw @rawadari_org

PenPath has collected up to 1 million books through book collection campaign. @PenPath1 has also established public libraries in order to provide thousands of Afghans including men and women with the opportunity to access book and improve their reading. #BookDay #bookday2024

(2/3)…volunteer-based organization, for which he traveled & campaigned in remote districts across #AFG to create mobile, makeshift schools. Prior to his arrest on March 27, 2023, PenPath had about 2,400 volunteers working on enhancing Afghan children’s access to basic education

(1/3) Last quarter, Taliban released education activist Matiullah Wesa from prison, with no explanation for why he was arrested seven months earlier. Wesa, known for his work on increasing access to education for children in #AFG, especially for young girls, leads PenPath, a...