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Expert Answer • 1 min read

What's a good Black Friday ROAS?

As an e-commerce business owner preparing for Black Friday, I'm trying to understand what constitutes a good Return on Ad Spend (ROAS) during this critical sales period. With increasing ad costs and competitive markets, I need benchmarks to evaluate my marketing performance and set realistic expectations. How do successful brands measure and achieve strong ROAS during Black Friday, and what strategies can help me maximize my advertising efficiency and profitability?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

A good Black Friday ROAS is 3x-5x for established stores, 2x-3x for newer stores with less brand recognition. Anything below 2x on Meta or Google during Black Friday typically indicates targeting, creative, or offer issues worth diagnosing.

Complete Expert Analysis

What's a Good Black Friday ROAS?

ROAS benchmarks vary significantly by niche, margin, and store maturity - but Black Friday typically delivers 1.5-2x the ROAS of regular campaigns due to higher purchase intent. However, CPMs also spike 30-80% during Black Friday, which compresses returns for cold audiences.

Black Friday ROAS Benchmarks by Campaign Type

Campaign TypeTarget ROASNotes
Retargeting (warm)5x - 10x+Best performer; invest heavily
Existing customers4x - 8xLower cost, high CVR
Lookalike audiences3x - 5xVaries widely by quality
Broad / interest targeting2x - 3xHigher CPM, lower intent
Cold prospecting1.5x - 2.5xOften not worth BF CPM premium

Important: ROAS ignores margin. A 4x ROAS on a 70% margin product is far more profitable than 4x ROAS on a 30% margin product. Always calculate profit after ROAS to compare campaigns accurately.

Growth Suite: Use Growth Links to create trackable links for each ad campaign - giving you precise attribution data to calculate true ROAS per source without relying entirely on platform-reported numbers.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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