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How to Set Meta ROAS Targets Before Black Friday

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Manage episode 519251331 series 2659750
Content provided by Common Thread Collective. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Common Thread Collective or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

How do you set the right ROAS target on Meta heading into Black Friday and Cyber Monday?

Most brands either guess… or use last month’s numbers and hope they hold.

But BFCM behaves nothing like a normal period and the attribution windows prove it.

In this episode, Tony and Steve walk through the real data behind Meta’s 7-day vs. 28-day click attribution, why value shifts dramatically in the weeks leading up to Black Friday, and how that should change your spend strategy right now.

You’ll learn:

  • How much value Meta under-reports in the 7-day window

  • Why pre-BFCM ad spend has a longer conversion tail

  • How to push your ROAS target lower without tanking efficiency

  • How incrementality testing plays into your spend ceiling

  • Why daily spending power spikes in early November—and how to use it

  • How to analyze YOUR 7-day vs 28-day attribution before BFCM

Show Notes:

  continue reading

374 episodes

Artwork
iconShare
 
Manage episode 519251331 series 2659750
Content provided by Common Thread Collective. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Common Thread Collective or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

How do you set the right ROAS target on Meta heading into Black Friday and Cyber Monday?

Most brands either guess… or use last month’s numbers and hope they hold.

But BFCM behaves nothing like a normal period and the attribution windows prove it.

In this episode, Tony and Steve walk through the real data behind Meta’s 7-day vs. 28-day click attribution, why value shifts dramatically in the weeks leading up to Black Friday, and how that should change your spend strategy right now.

You’ll learn:

  • How much value Meta under-reports in the 7-day window

  • Why pre-BFCM ad spend has a longer conversion tail

  • How to push your ROAS target lower without tanking efficiency

  • How incrementality testing plays into your spend ceiling

  • Why daily spending power spikes in early November—and how to use it

  • How to analyze YOUR 7-day vs 28-day attribution before BFCM

Show Notes:

  continue reading

374 episodes

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