Black Friday report card
How did you really perform last Black Friday? Enter your key performance metrics into the fields below and understand what went well, what needs improvement and a clear focus for next year’s Black Friday period.
Tell us about your last Black Friday period
Total sales across the weekend, after discounts and before returns.
Margin after COGS, shipping and fees, before any discount. Only know your gross margin? Use it and read the result as a best case.
The typical markdown you ran across the weekend.
Everything you spent on paid acquisition.
Share of revenue from first-time buyers.
Roughly what share of sales came back as returns. Set to 0 to ignore.
Estimated contribution
Your Black Friday cleared about €9,600 in gross contribution.
That’s what was left after 25% off, 10% returns and €12,000 in ad spend, before fixed costs.
- Discount discipline
- B
- Ad efficiencyblended
- A
- Acquisition quality
- B
25% off ate 45% of your 55% margin, so you needed 83% more sales just to match a normal-price weekend.
Blended ROAS of 4.5× against a 2.5× break-even: comfortably clear of it, but blended ROAS counts returning and organic sales, so your paid-only number is lower.
40% of revenue came from new customers, around the typical Black Friday mix. Winning them back at full price is what turns the discount into a real acquisition cost worth paying.
Focus here next time: discount discipline.
Estimates only, based on the numbers you enter. Contribution is gross of fixed costs and tax, and uses blended ROAS across all revenue, which flatters paid performance. Returns are deducted at the rate you enter; retention and lifetime value aren't measured here.
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