Black Friday 2021 insights are here

In the last several years we have seen the different effects that Black Friday has on Sponsored Product Ads – On the one hand the shoppers are much more “engaged” and so the ad impressions, clicks and conversions increase dramatically but on the other hand the promotions and the competition between the advertisers have a negative effect on the performance of the ads. What is the bottom line then?


We collected data from more than 30 ecommerce websites that offer Sponsored Product Ads using Mabaya and here are the results.


Ad impressions and clicks

During Black Friday we saw ~3X increase in ad impressions and 2.5X increase in clicks over the usual Friday results.

The CTR went down by 8% and CPC didn’t change, meaning that despite the increasing competition the advertisers didnt pay a higher CPC’s due to the parallel increase in ad inventory.


Conversions and GMV

The impact of Black Friday on conversions and sales was even higher – In terms of conversions we saw 4X increase on Black Friday and in terms of GMV it was almost 5X!

The conversion rate was 1.5% higher then usual and the average order value was 20% higher.

In other words, people were more willing to buy and spend on Black Friday.



The average return on ad spend was almost 2X higher on Black Friday then usual. Advertisers and sellers got 2X more return on their advertising spending. The ACOS went down accordingly by almost 50%.

Unfortunately we also saw that the number of campaigns that went out of budget during the day was 2X higher than usual. Many advertisers didnt allocate sufficient budget to their campaigns and it ran out during the day.


Store earning

The total ad spend during Black Friday was X2.5 higher then usual (the store ad revenue).


Hero of the day

We also checked the ad performance hour by hour to learn what time exactly works best for the advertisers.

Between 7pm and 9pm most stores had the highest number of conversions, however the highest conversion rate was at 8pm and at noon and the best ROAS was reached at 1am and at 11pm.


Top categories

The leading categories this year were (as usual): Mobile Phones then Home Appliances, Laptops, Personal Care Devices and Televisions.

The best performing ads (in terms of ROAS) were in the Notebook category, Mattresses, Sports Equipment, LED TV, Kitchen Appliances, Women’s Clothing and Toys.

The worst performing categories were Books, Outdoor Light Decoration, Party Dresses and Earrings.


About Mabaya

Mabaya offers a white-label self-service Sponsored Products Ads platform for online retailers and marketplaces that enables sellers and brands to bid in order to ensure their products are listed in premium locations in the online store.

The platform is integrated in more than 50 ecommerce sites around the globe (such as, Jumia, Manomano, Kaufland, Hepsiburada, Falabella etc.), serving more than 70,000 advertisers and sellers.