Refusal is not evenly spread
A single national refusal rate hides more than it shows. The same product, the same ad, the same price will land very differently in two governorates — and the average tells you nothing about which one is quietly draining the month.
Once you split the number by governorate, decisions that felt like guesswork become obvious: where to advertise harder, where to ask for partial payment up front, and where a delivery fee needs to reflect what the route actually costs you.
Read it against what you spent
Refusal rate on its own is only half the picture. A governorate with a high refusal rate but cheap delivery and high order values can still be worth serving; one with a middling rate and expensive routes may not be.
The number worth watching is what you keep per order after the outbound leg, the return leg, and the time the stock spent travelling. That is the figure that decides where you grow.
What to do with the answer
The blunt response — stop shipping somewhere — is usually the wrong one. Confirmation before dispatch, a clearer delivery window, or a deposit on higher-value orders will all move a bad route before you have to abandon it.
Keep watching after you change something. A route that improves once you start confirming was never a bad governorate; it was an unconfirmed one.