The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | How to Set Meta ROAS Targets Before Black Friday

November 13, 2025 The Ecommerce Playbook Podcast 00:25:40
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | How to Set Meta ROAS Targets Before Black Friday
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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: