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: