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Black Friday Recap: Key Stats

Nov 28, 2016

Clothes Rack

Last week, Black Friday drove tremendous partner marketing activity on the Performance Horizon platform. This included almost ten million conversions occurring in 53 unique currencies (from United Arab Emirates Dirham – AED to South African Rand – ZAR) resulting in a total of over $100,000,000 in economic impact for advertisers over the course of a single day. These conversions dwarf our stats from last year, in large part because of the significant volume of traffic from our new clients in 2016.

Screen ShotSource: Performance Horizon Data Warehouse, Q4 2016

The Performance Horizon infrastructure handled over 100 conversions per second throughout the day, peaking at 500 requests per second. An average click redirection time of just 60 ms ensured that consumers had a smooth user experience from partner to advertiser site.

Screen Shot
Source: Performance Horizon Data Warehouse, Q4 2016

The platform showed consistent response times in milliseconds throughout the day as shown in the graph below. These response times include quick click redirections, click responses, and creative visibility—all of which are critical for a smooth user experience.

Response Times

Source: Performance Horizon Data Warehouse, Q4 2016

Conversions climbed steadily throughout the day, with significant conversions occurring between 10:00am and 2:00pm depicted below. Response times remained consistent the entire day despite the increase in traffic and conversion volume.

Conversions Source: Performance Horizon Data Warehouse, Q4 2016

Overall, our data from Black Friday 2016 largely supports conventional wisdom in the following areas:

  1. Online sales are growing faster than brick and mortar sales
  2. Black Friday kicks off significant transactions that continue throughout the weekend and well into Cyber Monday
  3. Retailers consequently make their offers available throughout the entire weekend to improve their consumer shopping experiences

We hope everyone enjoyed a successful Cyber Monday and is gearing up for the rest of the holiday season.

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