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Post-holiday,
peak performance.
Go beyond the holiday period to
unlock new sales opportunities.
POST-HOLIDAY, PEAK PERFORMANCE

Don’t miss out

Why Q5?
Savvy marketers know that the holiday season doesn’t
always end mid-December, but extends into the month of
January, a period known to many as Q5 or the fifth quarter.

Q5 is an excellent time to engage potential customers

because holiday purchase intent remains high, and
competition on Meta decreases, resulting in lower CPMs,
41%
which can help you drive leads and sales. of holiday shoppers surveyed said
their shopping continues past the
• Consumers remain actively engaged, seeking post- season.1
holiday sales and discounts, redeeming gift cards and
spending cash gifts.
Did you know?
• Many explore services and products to help with New Last year, holiday advertisers on Meta
experienced:
Year’s resolutions. Better performance
• +20% in Q4 conversions year-over year2
Meta can help you end the year strong and kick-start 2024. Cost-effective inventory
• +23% in Q4 ad impressions2
• -22% in Q4 average price per ad.2
Be sure to visit Meta holiday 2023 marketing guide for
additional post-holiday guidance.

Savings on Meta during the post-holiday period

2022 | GLOBAL DATA3 POST-HOLIDAY

CPM -15% lower

CPA -4% lower

Oct 01 Oct 08 Oct 16 Oct 24 Nov 01 Nov 08 Nov 16 Nov 24 Dec 01 Dec 08 Dec 16 Dec 24 Jan 01 Jan 08 Jan 16 Jan 24 Jan 31

CPM CVR CPA

Post-holiday: data shows that in January, CPM rates were on average -15% below their October 1st levels, and average CPAs were down -
4% while average CVR was only down -8%. The continued demand to shop coupled with a decrease in auction competition creates an
opportunity to drive sales efficiently.3

Sources: 1. "Meta Seasonal Holidays Study" by YouGov (Meta-commissioned online study of 38,548 holiday shoppers aged 18+ across 31 markets: AE, AR, AU, BR, CA, CZ,
DE, DK, ES, HK, ID, IT, FR, JP, KR, MY, MX, NL, PH, PL, PK, SA, SG, TH, TR, TW, SE, UK, US, VN, ZA). Minimum N=1000 per market, Dec 2022. 2. Meta, Q4 2022 earnings
call transcripts.3. Meta internal study (2023).
POST-HOLIDAY, PEAK PERFORMANCE

Tips to maximize performance in Q5

MINIMIZE CAMPAIGN CHANGES

When a campaign starts running, each ad set goes through

an initial learning phase. Avoiding significant changes to your
ad sets helps to accelerate machine learning and maximize
post-holiday investments.

IMPROVE TARGETING WITH CONVERSIONS API

820 Conversions API helps businesses better understand and

connect with shoppers. It optimizes performance by
59 creating a direct connection between you and your
marketing data and can help improve measurement
windandwool capabilities
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AUTOMATE FOR BETTER PERFORMANCE

Advertisers can use automation to optimize across multiple campaign levers including creative, targeting,
placement and budget.

Tactics
Wind&wool

Try new ad scheduling within your Advantage+ Sponsored

shopping campaign to set start and end times for JANUARY

SALE
post-holiday ads. This will provide more control with
the same efficiency and scale.

NEW | Rolling out starting early Q4

Advantage+ audience is a new targeting solution that 3.2K Shop now

delivers ads to your preferred audience, while leveraging

AI to find new customers beyond those you already
know. Lower auction costs make the post-holiday period
a great time to discover new audiences.
NEW | Rolling out starting early Q4
Example:
An online store uses Advantage+ shopping
campaigns as their always-on strategy. To
maximize January sales, they use it with ad
scheduling to schedule short flights for
discount ads.
POST-HOLIDAY, PEAK PERFORMANCE

DIVERSIFY YOUR CREATIVES

Different people have different reasons to buy the same product. During the Q5 period, differentiating
creative can help speak to people’s varied motivations.

Tactics
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Sponsored
Develop creatives that touch on diversified concepts
relevant to the post-holiday period such as sales and
discounts, self-gifting, New Year's resolutions, or
social good.
Try repurposing your best performing holiday
creative with light tweaks to reduce creative fatigue.
Create Reels-style video ads to spark action. Make it
entertaining, digestible, and relatable. Build content
that surprise, delights and provokes. Tip: Remember
to build for mobile.
Visit the Meta Creative Center for tips, inspiration
and guidance.

2/3 of people surveyed have

Shop now
purchased a product or service
after watching Reels.1

Diverse creative helps meet people where they are

SALES AND DISCOUNTS SELF-GIFTING NEW YEAR’S RESOLUTIONS GRATITUDE

.
Shoppers looking People who received gift cards or Shoppers looking for products People hoping to make
for bargains. money as holiday gifts. that align with their self- purchases which also help them
improvement goals. give back to the community.

Source: Global consumer short-form video (SFV)survey by Factworks. (Meta-commissioned online survey of over 12,600 consumers ages 13-64; Users of SFV content in AU, US, BR, DE, UK, KR, JP,
IN and FR), Oct. - Nov. 2022
POST-HOLIDAY, PEAK PERFORMANCE

USE DATA TO GROW LIFETIME VALUE

Marketing data helps brands connect with customers

across their shopping journey. This is important during
Q5 as people may be interested in making new purchases
from a brand they’ve discovered during the holidays.

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Sponsored
Tactic
NEW YEAR Remarket to people who bought or were gifted your
NEW ME
products during holidays using custom audience or
Advantage custom audience.

Run Advantage+ catalog ads and let Meta AI create

ads using images and details from your product
3.2K Shop now
catalog to show interested shoppers.

Example:
A beauty brand knows that people who receive its products as holiday gifts
tend to visit the website, app, or stores for tips and guidance. They use this
information to upsell during their New Year’s campaign.

VALIDATE RESULTS

Measurement can help businesses make data-driven decisions to improve their strategies.
Q5 offers a great opportunity to test new tactics cost effectively.

Tactic Example:
A business that sells locally sourced products
Use A/B testing to optimize elements of your Q5
uses the post-holidays window to test their
campaign such as creative or media setup. You can also usual static imagery ads against a creative mix
use these learnings to inform future campaigns. that includes short-form videos.

SINGLE CREATIVE TEST MULTIPLE CREATIVES

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