Only the top 3% of brands have moved to 1P signal engineering—because optimizing for just “purchases” no longer works. They now design signals around real goals like boosting ROAS, finding new customers, or clearing inventory by vertical scaling. This helps ad platforms learn faster and perform better, even with rising CPMs.
BFCM with leaking tracking signals?
A real customer story: an accessory brand plugged their leaking signals by setting up server-side 1P tracking. With better data accuracy, Meta optimized for high-value users delivering a 37% lift in ROAS through the sale weekend.
Real success of BFCM is scaling all categories, not just the hero product
A leading brand scaled every category instead of relying on a single hero product and achieving 200% lift in ROAS and consistent performance across seasons. C’mon, BFCM’s also for clearing all that inventory!
Retarget the high-intent audience
Leading retail brands moved beyond 180-day audiences, unlocking consistent retargeting and 2× ROAS while Meta wiped data every 28 days, their first-party data kept delivering.
Acquire more high-value customers this BFCM & not cheap clicks
Most marketers obsess over creatives, but who you target matters more. By adding just 10% more high-value customers, brands boosted ROAS dramatically. Here’s the playbook. Let your ROAS take off.
Acquire more new customers this BCFM
This brand saw 45% lift in the new customers by training the Meta algorithm using the synthetic event “new customer purchase” at very controlled CPP
Want to see how these brands scaled profitably?
