Black Friday Cyber Monday eCommerce Report

Download Fospha's market review of Black Friday 2021, showing channel and ad platform performance across eCommerce brands to help you plan your spend for November 2022. 


The Black Friday Cyber Monday (BFCM) holiday is the event of the year for most eCommerce brands. There are lots of different strategies for how to play this period, but very little consensus over the best approach to take to maximize your returns.

As with all things eCommerce marketing, a big part of this is a measurement problem. Especially post-iOS 14, very few eCommerce brands have good quality cross-channel and cross-funnel performance data, and a lot of decisions are made using guesswork and assumptions.

Fospha's insight across millions of dollars of media spend, run through a market-leading attribution model weighing clicks and impressions, provides a unique opportunity to understand which channels, platforms and strategies can be used to stand out and win across the BFCM weekend.

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Which channels perform best?

A summary of which ad platforms are strongest to guide your Black Friday investment strategy.

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Should I spend on top of funnel media?

An overview of the effectiveness of different funnel stages during the BFCM period.

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When should I ramp spend for Black Friday?

A look at the three most common Black Friday marketing strategies, with a breakdown of which could work best for you. 

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