Everyone panics in early November… but your Meta ROAS isn’t actually broken, you’re just looking at the wrong numbers.

In today’s episode of The DTC Hotline, we break down the real truth about Meta performance leading into Black Friday:why efficiency always looks terrible right now, how delayed attribution works, and why this is the single worst moment to pull back on spend.

Tony, Luke, and Richard walk through:

• The 7-day vs 28-day attribution gap most brands ignore

• Why 80% of your value shows up late (and 20% shows up way later)

• How to know if you should hold or adjust your spend

• The BFCM offer structures that actually perform

• Why Black Friday ALWAYS works — and why the winners keep spending

If you’re feeling the November fear… Hold the line. Trust the data. Plant the seeds now.

Got a burning eComm question? Call or text 866-DTC-2263 to get it answered on the show.

Show Notes:

• Whether you're running paid ads on Meta, Google, or TikTok, FERMÀT can help you increase your conversion rates without touching your website. https://www.fermat.com/ctc

• Explore the Prophit System: https://www.prophitsystem.com

• The DTC Hotline mailbag is open — email us at [email protected] to ask us your eComm questions.