The Honest Number Toolkit · Ten bilingual marketing files

The problem

Marketing dashboards
are polite.

They round up. They attribute the same sale to three platforms. They call a global average a benchmark. And because the number on the screen is bigger than the number in the bank, nobody wants to be the person who asks why.

The Honest Number exists to translate them. This toolkit is that series turned into files you can actually open and use on your own account, today.

What is inside

Twelve files.
Each one answers a question
your dashboard dodges.

The profit grid from the Breakeven ROAS Calculator — File 01, the grid. Pink loses money, however good the report looks.

The profit waterfall and its verdict from Profit Per Order — File 05. Every cost line, then a verdict in plain words.

The Arabic tab of the Breakeven ROAS Calculator — Every file has a full Arabic tab, right to left.

The White Friday File: the five phases of the sale on your dates — File 11. The White Friday phases, on your own dates.

The difference

These are not normal templates.

They talk to each other

File 1's breakeven judges every week inside file 3. File 2's CAC starts the clock in file 4. File 10's closing sentence lands in file 6. Twelve spreadsheets, one account narrative.

Every verdict is a sentence

Not another number to interpret. The files write the conclusion for you, in pink when something is wrong and lime when it is working.

Built for this region

Cash on delivery, refusals, return shipping and White Friday sit inside the formulas, not in a footnote at the bottom of the page.

Bilingual by design

Every file carries a full English tab and a fully right-to-left Arabic tab, written in fusha by hand. Built twice, not translated once.

Verified before shipping

Every file was recalculated to zero formula errors. When a file improves, the update reaches your inbox free.

Who it is for

Anyone who has to defend a number out loud.

Founders who run their own ads
In-house marketers who present the numbers upward
Freelancers who report to clients and want the report to survive questions

10+ years inside UAE and MENA accounts: hospitality, e-commerce and FMCG. The series publishes the receipts. The toolkit is where they become tools.

What it will not do

It will not promise you a ROAS. It will not fix a weak offer. It will not replace judgement. These files make the numbers honest. The decisions stay yours.

If what you want is a dashboard that agrees with you, keep the one you already have.

Questions

Before you buy.

Which software do I need?Excel, Google Sheets or Numbers. No plugins, no add-ons, no subscription.

Is the Arabic real?Every file has a fully right-to-left fusha tab, built by hand. Nothing went through a machine translator.

What if it is not what I expected?Open the files. If they are not what this page describes, email within 14 days and the money comes back. No questions.

Are updates included?Yes, free, for this edition. Improvements reach your inbox automatically.

Can I buy for a team?Yes. The Team Licence covers up to five people in one company or agency, for . Email me and I will send it to you.

Which currency am I charged in?US dollars. Your bank converts at its own rate, the same as any online purchase.

Get the files

is the price of one wasted ad set.

These files are how you stop paying that every month. Instant download, both languages, updates included, 14 days to change your mind.

Get the Toolkit · Ask me a question first

Asma Adel Farag

Performance Marketer · UAE & MENA

Marketing dashboards are polite.

Twelve files. Each one answers a question your dashboard dodges.