“It looks bad in Meta and you’re freaking out, but blended is good.”
How far ahead of pace should you be before adding budget on Black Friday?
Austin Harrison (CEO, Northbeam) and Andrew Kaszuba (Head of Insights, Northbeam) join Connor MacDonald (CMO, Ridge) and Cody Plofker (Advisor & fmr. CEO, Jones Road Beauty) to break down how ecommerce brands track Black Friday hourly and decide when to push or pull budget.
Northbeam’s median brand pulls 42% of Black Friday revenue from earlier touchpoints. When Meta fell short during BFCM 2024, Ridge’s numbers justified pushing AppLovin to about 40% of spend. A strong midday read tempts brands to pour in more, and the extra money can wreck efficiency.
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Richpanel
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Proppel
Aftersell
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Haus
NeonPixel
Chapters
00:00:00 Pacing Q4 Like a Marathon
00:06:47 New Ads vs Evergreen Ads
00:12:26 Tracking Revenue by Hour
00:17:45 Async vs Sync War Rooms
00:22:27 Letting AI Track the Day
00:28:32 Austin on Knowing Numbers
00:31:38 Cash vs Accrual Attribution
00:37:33 Why 33% Came Earlier
00:43:04 Speed Wins Black Friday
00:48:51 The Saturday Search Spike
00:52:56 Three Buckets of Traffic
00:56:47 Views as the Tiebreaker
