Across 100 e-commerce stores tracked in ThoughtMetric, average daily ad spend rose 27.7% during BFCM 2025 against a three-week November baseline. With an increase in ad spend, there is more of a responsibility to accurately measure the impact of BFCM campaigns, and ensure a high return on ad spend. 

Here are some helpful tips for measuring your BFCM campaigns with features offered in ThoughtMetric:

ThoughtMetric's AI Connectors let you ask about your store data directly inside Claude or ChatGPT. They run on MCP, an open standard that gives AI assistants secure access to data from tools outside themselves.

In the United States, Thanksgiving starts the Thursday before BFCM weekend. Many are away from their laptops and traveling for the holiday. From the Claude or ChatGPT mobile apps, you can ask what you spent yesterday, which campaign drove the most attributed revenue, and more. If the data exists in ThoughtMetric, you can ask for it.

Customer journeys often involve multiple touchpoints. Someone sees a Meta ad in early November, comes back through organic search, then buys on Cyber Monday after a retargeting ad. It is helpful when credit is spread across the whole customer journey instead of just the last click. Multi-touch attribution gives each contributing touchpoint a share of the revenue.

Most ad platforms use a last-click attribution model, which by nature undermines top-of-funnel campaigns.

At ThoughtMetric, we offer five different attribution models. However, the multi-touch model is our most used and most recommended model. 

ThoughtMetric shows total sales by product, so you can see which products are generating the most revenue. Product Performance by Campaign ties those product-level results back to the campaigns that drove them. Seeing performance down to the product level means your BFCM decisions are backed by data instead of guesses.

Custom Reports in ThoughtMetric lets you separate your BFCM data from everything else. You can easily create a report limited to specific campaigns or channels and set the level of detail, from high-level revenue down to individual ad performance (clicks, sessions, and more).

That also makes the data easier to share with people who do not want to get into the weeds. A founder might only want to see revenue by BFCM campaign, so you can build them a Custom Report only showing those numbers.

Anyone who needs a number can log in and find it without asking you to pull it.

August might feel early to think about BFCM, but every month you measure between now and then makes the planning easier. ThoughtMetric's attribution data is most useful when it covers enough time to show patterns. Getting your reporting in place now means one less thing to figure out in November.

Book a demo to learn more about ThoughtMetric.