Pause Fridays Through End of January
The December/January Friday slump is severe (33% of Mon-Thu average). Pause Friday ads now and reallocate ~$1,757/month to better-performing days. This is a temporary measure.
Your instinct about Fridays is correct right now. December is at 33% of Mon-Thu average. But here's the twist: January 2025 was actually great (145%), so this January's crash isn't seasonal - something else changed. Also note: March is historically weak (47%).
Pause Fridays through January, re-enable in February (historically normal at 101%), but be ready to pause again in March if it follows last year's pattern. April through September are reliably strong.
| Time Period | Friday ROAS | Mon-Thu Avg | Friday vs Avg | Status |
|---|---|---|---|---|
| Last 30 Days | 1.45x | 7.79x | 19% | Very Bad |
| Last 3 Months | 5.49x | 8.17x | 67% | Underperforming |
| Last 6 Months | 10.88x | 11.07x | 98% | Nearly Equal |
What this means: Something changed around October-November 2025 that caused Friday performance to decline. This could be seasonal (holiday behavior), a campaign change, competitor activity, or random variance. The 30-day snapshot alone would suggest cutting Fridays, but the 6-month view shows this isn't historically true.
Complete 12-month analysis reveals important patterns - including a historically weak March.
| Month | Fri Cost | Fri ROAS | Mon-Thu ROAS | Fri vs Avg | Status |
|---|---|---|---|---|---|
| Jan 2025 | $2,903 | 12.03x | 8.29x | 145% | Great |
| Feb 2025 | $1,776 | 11.22x | 11.08x | 101% | Normal |
| Mar 2025 | $1,529 | 6.01x | 12.91x | 47% | Poor |
| Apr 2025 | $1,300 | 9.43x | 9.34x | 101% | Normal |
| May 2025 | $2,124 | 7.76x | 7.65x | 101% | Normal |
| Jun 2025 | $1,960 | 6.93x | 6.86x | 101% | Normal |
| Jul 2025 | $1,743 | 10.84x | 9.90x | 109% | Normal |
| Aug 2025 | $2,763 | 8.59x | 10.06x | 85% | Below Avg |
| Sep 2025 | $2,773 | 15.47x | 13.24x | 117% | Great |
| Oct 2025 | $2,698 | 6.91x | 9.99x | 69% | Below Avg |
| Nov 2025 | $2,805 | 5.39x | 6.12x | 88% | Below Avg |
| Dec 2025 | $2,340 | 2.38x | 7.26x | 33% | Poor |
January 2025 was actually great (145%) - so this January's crash is anomalous, not seasonal. March is historically weak (47%) - be cautious when re-enabling. February and April-July are reliably normal. The Q4 decline (Oct-Dec) is real but not catastrophic until December.
| Day | Impressions | Clicks | Cost | Conversions | Revenue | ROAS |
|---|---|---|---|---|---|---|
| Monday | 35,512 | 573 | $1,386.14 | 18.7 | $7,110.27 | 5.13x |
| Tuesday | 31,095 | 566 | $1,375.66 | 21.0 | $12,016.48 | 8.74x |
| Wednesday | 33,703 | 577 | $1,159.00 | 16.0 | $5,669.68 | 4.89x |
| Thursday | 46,144 | 745 | $1,747.14 | 20.1 | $19,383.94 | 11.09x |
| Friday | 49,177 | 860 | $1,757.39 | 10.3 | $2,550.17 | 1.45x |
| Time Period | Cost | Conversions | Revenue | ROAS |
|---|---|---|---|---|
| Friday Morning (6am-12pm) | $756.34 | 2.0 | $422.90 | 0.56x |
| Friday Afternoon (12pm-6pm) | $876.87 | 4.3 | $1,079.94 | 1.23x |
| Hour | Impressions | Clicks | Cost | Conversions | Revenue | ROAS |
|---|---|---|---|---|---|---|
| 6:00 AM | 958 | 15 | $12.66 | 0.0 | $0.00 | 0.00x |
| 7:00 AM | 1,840 | 37 | $65.39 | 1.0 | $200.00 | 3.06x |
| 8:00 AM | 3,326 | 53 | $95.14 | 0.0 | $0.00 | 0.00x |
| 9:00 AM | 3,939 | 62 | $146.78 | 0.0 | $22.90 | 0.16x |
| 10:00 AM | 4,668 | 80 | $276.35 | 1.0 | $200.00 | 0.72x |
| 11:00 AM | 5,011 | 93 | $160.02 | 0.0 | $0.00 | 0.00x |
| 12:00 PM | 4,796 | 113 | $284.02 | 0.0 | $0.00 | 0.00x |
| 1:00 PM | 5,363 | 101 | $142.06 | 2.3 | $634.53 | 4.47x |
| 2:00 PM | 5,372 | 83 | $117.90 | 0.0 | $0.00 | 0.00x |
| 3:00 PM | 4,625 | 76 | $150.27 | 1.5 | $373.05 | 2.48x |
| 4:00 PM | 2,704 | 45 | $118.66 | 0.5 | $72.36 | 0.61x |
| 5:00 PM | 1,704 | 27 | $63.96 | 0.0 | $0.00 | 0.00x |
| Scenario | Budget Freed | Lost Revenue | Potential New Revenue | Net Impact |
|---|---|---|---|---|
| Cut Friday Morning Only | $756.34 | $422.90 | $5,895.50 | +$5,472.60 |
| Cut Friday Afternoon Only | $876.87 | $1,079.94 | $6,834.98 | +$5,755.04 |
| Cut ALL Fridays | $1,757.39 | $2,550.17 | $13,698.43 | +$11,148.26 |
* Potential new revenue calculated using Mon-Thu average ROAS of 7.79x
The December/January Friday slump is severe (33% of Mon-Thu average). Pause Friday ads now and reallocate ~$1,757/month to better-performing days. This is a temporary measure.
February 2025 was normal (101% of Mon-Thu), so re-enable in February. But watch closely - March is historically weak (47%), so you may need to pause again in March.
Feb 15: Check if February Fridays are recovering (target: 80%+ of Mon-Thu). Mar 1: Consider pausing if March looks weak like last year. Apr 1: Re-enable - April historically normal (101%).
January 2025 Fridays were great (145%), so this January's crash isn't seasonal - something else is happening. April through September are reliably normal. Main risk months: December, January (current), and March.