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.
