The BFCM Index: three years of Black Friday performance, broken down by channel.
Explore the indexThe BFCM Index: three years of Black Friday performance, broken down by channel.
WHAT WE SHIP
We build attribution models on deduplicated event-level data, not platform defaults. Lookback windows are set per channel to match your real purchase cycle, then checked against holdout tests to make sure they hold up.
We check what Meta, Google and Klaviyo report against what Shopify actually banked, on a regular cadence. When the numbers don't match we find the cause, whether it's overlap, a window mismatch or data latency, and fix it before it reaches your report.
We bring event-level data from Shopify, Meta, Google, Klaviyo and affiliate channels into one clean schema in your warehouse. Gaps get caught on the way in, not after they've thrown off a model.
We report blended ROAS next to channel ROAS on the same line, not in separate tabs. When blended sits well below channel, that gap is overlap, and we quantify it before it shapes a budget call.
Attribution models tell you what platforms claim; incrementality testing tells you what's actually true. We run geo-holdout tests on a quarterly cadence, holding a matched region back from a channel to measure real lift against the model's claim. Where the two disagree, the holdout wins, and the attribution model gets recalibrated against it, not the other way round.
A customer who browses on mobile and buys on desktop should count as one journey, not two disconnected touches. We stitch identity across devices and sessions using hashed email and login state before the attribution model runs, so multi-touch credit isn't quietly fragmented across a device split that has nothing to do with the marketing that actually worked.
ACCOUNTABILITY
Channels reconciled into one view
Meta, Google, TikTok, Klaviyo, Shopify and the rest
Days between reconciliations against platform numbers
You see where platforms disagree, and why
Source of truth for every budget call
Growth, finance and the board read the same number
PROOF
Dermalogica
beauty
A measurement-first acquisition programme for a global professional skincare brand. We rebuilt how media was planned, tested and judged, turning prospect spend into a durable, incremental sales engine.
View case study
Emma Lewisham
beauty
A luxury sustainable skincare brand expanding from its home market into a multi-region story, anchored on a measurement rebuild and a sharper view of customer lifetime value.
View case study
MCoBeauty
beauty
A mass-prestige beauty brand selling across DTC and major retail needed a sharper read on what was actually driving sales. The work centred on acquisition discipline, measurement rigour and creative built around hero SKUs.
View case study
All Things Golden
fashion
An acquisition and measurement partnership for a global accessories label, running since early 2025: rebuilding the tracking foundation, growing US demand, and absorbing tariff and policy shocks without losing momentum.
View case studyOBJECTIONS
These are the questions clients ask before signing. Honest answers below.
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