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Google Ads Strategy
Black Friday post-mortem - one week that ruins every annual average
Not asking for help exactly, more looking for company and possibly a better method.
Our Black Friday week did roughly four times normal volume at roughly half the normal cost
per acquisition. Excellent week. It has also made every twelve-month average in every report
meaningless, and I now spend December explaining that the annual figure is one good week
wearing a trenchcoat.
Things I have tried and didn't love:
Excluding the week entirely (honest, but you can't exclude the revenue from the revenue
report, so the two sides of the deck stop reconciling).
Reporting medians instead of means (statistically better, and nobody above me reads a median
as anything other than an average I have made harder to understand).
Showing the year with and without (clearest, doubles the length of every table).
Where I have landed is a footnote and a separate peak-week section, which works and feels
like a workaround rather than a method. Has anyone solved this properly, or is a footnote
genuinely the state of the art?