Ecommerce Playbook: Numbers, Struggles & Growth How to Set Meta ROAS Targets Before Black Friday
Nov 13, 2025
Dive into essential strategies for setting Meta ROAS targets ahead of the Black Friday frenzy. Discover why comparing 7-day and 28-day click attribution is crucial as holiday shopping patterns shift. Learn how to adjust your ad spend based on incremental testing results and daily spending power fluctuations. The conversation unveils insights on conversion latency and how it impacts advertising efficiency. All this is accompanied by actionable steps to maximize your performance during the busiest shopping period of the year.
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Seven-Day Window Captures Most Value
- Seven-day click attribution typically captures ~80–85% of Meta's reported conversion value.
- The remaining ~15–20% often appears in days 8–28 and explains some latent conversion value.
Incrementality Mirrors Latent Attribution
- Incrementality tests (geo holdouts) often show >100% lift that aligns with the longer-latency value captured beyond seven days.
- That overlap suggests incrementality and 28-day attribution measure related latent effects.
Model Daily Spending Power
- Build a daily spending-power model to decide how much to spend each day and where to push prospecting.
- Include seasonality, paychecks, product drops and holiday-driven spikes when allocating daily budgets.