Black Friday 2020, CPI increased by 78%

Published on 30 November 2020 | Categorized in

Retail
Tips

Black Friday is over! If your CPI rose during the weekend, it is normal this is directly connected to Black Friday.

Based on the data of all our campaigns on Facebook, CPI increased by 78% from November 22nd (last Sunday) to yesterday.

This is the consequence of two phenomena related to this very special weekend:

the sudden rise of the CPM.
the significant decrease of the install rate (CTR and CVR).

Increase of the CPM

The global CPM of November increased by 60% between November 1st and Black Friday. Good news is: it already started to decline, since Saturday.

CPI Black friday — CPM Worldwide Facebook

The above graph diminishes the trend and doesn’t really picture the huge rise we can analyse looking at some countries individually.

In the main European countries, CPM reaches its highest level for 4 months or equals the peaks that were reached in the UK or in Germany.

CPM France, Belgique, Allemagne, Italie, Espagne et UK Facebook black friday — France, Belgium, Germany, Italy, Spain & UK Facebook CPM

Here are some figures (from November 22 to 27 / from November 1 to 27):

France : +4% / +90%
Germany: +57% / +49%
Italy : +26% / 142%
Spain: +39% / +100%
Belgium : +46% / +112%
United Kingdom : +13% / +109%

In the US and Canada, there is also a rise however it appears less significant because of the effect the Presidential race had on the market, discussed here.

US and Canada Facebook CPM CPI — US and Canada Facebook CPM

Here are some figures (from November 22 to 27 / from November 4 to 27):

Canada : +24% / +23%
USA : +6% / +86%

Decrease of the install rate

The two ratios (CTR and CVR) that make up the install rate are diving in the last few days which can certainly be explained by the fact that people are seeing too many ads and are saturating a bit.

Worldwide Facebook install rate black friday — Worldwide Facebook install rate

This is also why CPI remained high this weekend and might remain high for the beginning of the week despite the decrease of CPM. Install rate is not yet back to normal.

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