Before BFCM strategy, audit the data

🔥 Worth posting here while there is still time to act on it.

Every BFCM question we get is about strategy. Campaign structure, budget pacing, creative volume. Vishnu’s answer in the episode is less exciting and more useful: audit your data first.

Before structuring a single campaign, log into Meta and check the data is actually flowing. Diagnostics errors cleared, EMQ scores healthy, deduplication working, ROAS reported correctly and not over-reporting.

The reason that ordering matters is simple. Everyone stress tests the website before BFCM, along with packaging, inventory and shipping. Almost nobody stress tests the data layer, which is the one thing every decision during the sale will be based on.

Over-reported ROAS is the quietest version of this. It does not look like a failure, it looks like a win. You scale into it, you keep scaling, and you find out in December when the numbers get reconciled against what actually landed in the bank.

Now is when you have low traffic and time to fix it. Day two of the sale is not.

Watch the full video: https://youtu.be/cMp7ooZ_V80

Featuring Shalini and Vishnu.

Question for the group: has anyone here found an over-reporting issue right before a big sale? What was the cause, and how far off was the reported number?

#BFCM #BlackFriday #MetaAds #1PDOps #EcommerceMarketing