The best way to track ad performance during Black Friday Cyber Monday (BFCM) is to set up one report before the weekend with the metrics you plan to check. E-commerce marketers told us they want to monitor total sales, Marketing Efficiency Ratio (MER), revenue by channel, ROAS by paid channel, and sales and CAC for both new and returning customers. In ThoughtMetric, you can track all of these in a Custom Report.
I check performance metrics constantly, so I understand why e-commerce brands want a clear view of their ad performance during BFCM. For many brands, it's the biggest weekend of the year.
ThoughtMetric is a marketing attribution platform for e-commerce brands. It shows which of your marketing campaigns are driving sales, so you can see what's working and where to put your budget. Custom Reports let you pick the metrics you want to track and view them together in one place.
Step 1. Create a new Custom Report
Head to Custom Reports in the left-side navigation menu and create a new report. I'm calling this one "BFCM 2026."
Step 2. Add Marketing Efficiency Ratio
Start with Marketing Efficiency Ratio (MER), which compares total revenue to total ad spend. Add a Key Indicator widget so MER shows up as a single number you can check at a glance.
Step 3. Add revenue by channel
Next, add revenue by channel using a Bar chart widget. This shows which channels are driving sales over the weekend.
Step 4. Add ROAS by paid channel
Add another Bar chart widget for ROAS by paid channel. Together, the two charts show which channels bring in the most revenue and which ones do it most efficiently.
Step 5. Add a new vs. returning customer table
Add a table with these four metrics:
- New customer total sales
- New customer CAC
- Returning customer total sales
- Returning customer CAC
This shows how your BFCM sales split between new and returning customers, and what each group costs you to acquire.
Step 6. Save the report
Save the report, and it's ready to check throughout the weekend.
Build the report that works for you
This is one example of a Custom Report you can check during BFCM. ThoughtMetric has many metrics to choose from and several ways to present the data, so you decide what works for your team.
See it in action
If you want to see how Custom Reports can work for your store, book a demo and we'll walk you through it.
FAQs
What is ThoughtMetric’s Custom Reports feature?
Custom Reports is a ThoughtMetric feature that lets you build your own reports from your attribution data. You choose the metrics, pick a widget type for each one, and arrange the widgets into a single view. You can create as many Custom Reports as you need, such as one for BFCM or one for each marketing channel.
Custom Reports is a ThoughtMetric feature that lets you build your own reports from your attribution data. You choose the metrics, pick a widget type for each one, and arrange the widgets into a single view. You can create as many Custom Reports as you need, such as one for BFCM or one for each marketing channel.
How do I compare BFCM 2026 to BFCM 2025 in ThoughtMetric?
Use custom date comparisons. Set your main date range to November 27 through November 30, 2026, then set the comparison to Custom and choose November 28 through December 1, 2025. This works in any Custom Report, including one built for BFCM.
Use custom date comparisons. Set your main date range to November 27 through November 30, 2026, then set the comparison to Custom and choose November 28 through December 1, 2025. This works in any Custom Report, including one built for BFCM.
How often does ThoughtMetric data update during BFCM?
ThoughtMetric data refreshes every 10 minutes, so a BFCM Custom Report shows current performance throughout the weekend.
ThoughtMetric data refreshes every 10 minutes, so a BFCM Custom Report shows current performance throughout the weekend.
Can my whole team see the BFCM report?
Yes. ThoughtMetric includes unlimited users, so anyone on your team can check the BFCM Custom Report. With the AI Connectors, you can also have Claude post BFCM updates to Slack throughout the weekend.
What widgets can I use in a ThoughtMetric Custom Report?
Custom Reports offer eleven custom widget types, including the Key Indicator, Bar chart, and table widgets used in this BFCM report. There’s also a library of pre-built widgets for common e-commerce KPIs, and filters let you narrow each widget to the data you want to see.
Can I add my own metrics to a ThoughtMetric Custom Report?
Yes. Custom Reports let you build custom metrics with simple formulas, such as add to cart rate or revenue minus tax, and add them to any report alongside ThoughtMetric’s standard metrics.
Yes. ThoughtMetric includes unlimited users, so anyone on your team can check the BFCM Custom Report. With the AI Connectors, you can also have Claude post BFCM updates to Slack throughout the weekend.
What widgets can I use in a ThoughtMetric Custom Report?
Custom Reports offer eleven custom widget types, including the Key Indicator, Bar chart, and table widgets used in this BFCM report. There’s also a library of pre-built widgets for common e-commerce KPIs, and filters let you narrow each widget to the data you want to see.
Can I add my own metrics to a ThoughtMetric Custom Report?
Yes. Custom Reports let you build custom metrics with simple formulas, such as add to cart rate or revenue minus tax, and add them to any report alongside ThoughtMetric’s standard metrics.
