Five signals in your campaign stats to check before Black Friday

Your October campaigns are a rehearsal for Black Friday. The same bell and shoppers will be there in November, so the numbers you have now tell you which messages to build the sale on.

This post shows you where to look in Atomato, five signals to read in each campaign summary, and how to turn a working message into a Black Friday campaign.

Impressions, clicks and attributed revenue are recorded on every plan. Hovers, dismissals and the funnel need Scale or Enterprise+.

Where to look, and which dates to set

Open Campaigns and select a campaign's name to open its Campaign summary. For NotiFeed and NotiPop campaigns, the Performance by message table lists each message with its impressions, clicks, click rate, orders, revenue, and revenue per 1,000 impressions, which it ranks by. Every column is explained in See how a campaign and each message performed.

Performance by messageMessages ranked by revenue per 1,000 impressions, so high-volume campaigns do not look better just because they ran longer.

Feed message	Links to	Impressions	Clicks	Revenue / 1k
Free shipping over $50	Sale Collection			--
Back in stock: Canvas Tote	Canvas Tote Product			--

Set three things first:

• The same dates on every campaign you compare. The summary opens on Since start, and a campaign that has run longer has had longer to earn. Apply a range such as Last 30 days to each one.
• A gap after the last day. Orders are counted on the day of the click that started them, so the final days of any range can still grow.
• The update time. Engagement numbers update every 6 hours (UTC). On Scale and Enterprise+, Refresh analytics runs the update now.

Five signals to read in each summary

On Scale and Enterprise+, each NotiFeed and NotiPop summary also shows a funnel from shown to clicked, added to cart and order placed, each step compared with the one before. The biggest drop points at the fix. The five signals below follow that funnel.

NotiPop funnelFollow shoppers from a NotiPop impression to a completed order. Each rate compares with the previous step.

NotiPop shownacross all active NotiPops

Clickedof impressions

Added to cartof clicks

Order placedof add to carts

Reached this stepDropped off before the next step

1. Fewer impressions than your traffic suggests

A feed message records an impression when a shopper opens the feed from the bell, and every message in the list counts at that moment. If a feed campaign's impressions are low across every message, shoppers may not be opening the bell, so check its placement. Other causes: targeting rules or a NotiPop trigger that are too narrow, a campaign limited to customer segments, which reaches signed-in shoppers only, and a NotiPop not returning in a browser once the shopper has closed, clicked, hovered over or tapped it, or it has hidden itself.

2. Shown often, clicked rarely

Click rate is clicks divided by impressions, including repeat clicks by the same shopper. A low rate with healthy impressions means the moment, the audience or the wording is off. Check the simple thing first: a NotiPop with Call to action switched off has no button to click.

3. Dismissals outnumber clicks

On Scale and Enterprise+, a banner on the summary tells you when this happens, and it may mean the message is appearing at the wrong time. For a NotiPop, check the Hide after time first: a NotiPop that hides by itself, or disappears because its cart rule stops matching, counts as a dismissal too. What each count means is in What impressions, clicks, hovers and dismissals mean.

4. Clicks that never become orders

For a feed message, read its Links to column against its Orders. A NotiPop summary shows Trigger instead, so check the NotiPop's button link in the editor. Attribution starts with a click. Products added to cart within 6 hours of a click to a product, collection or search page count, or within 3 hours of a click to any other page on your store, and the shopper has to check out in the same browser within 30 days. Links to other websites, custom-code buttons and messages with no link earn clicks but no revenue. The full rules are in what the six-hour attribution window measures.

5. A small sample that looks like a winner

Revenue per 1,000 impressions shows -- until a message reaches 1,000 impressions in your dates, but the message is still ranked, so one early order can put a little-seen message at the top. Atomato's Zibra case study, covering late June to 2 October 2026, puts it plainly: "NotiPop earned $409 from 37 clicks, so that per-click figure rests on a small sample and is not a forecast." Treat a gap as a signal to test, not proof.

A worked example: one feed message, before and after

Say a store on Scale has run an autumn NotiFeed campaign since the start of October. Its main message, "Our autumn collection is here", links to the home page. The click rate is fine, but Orders stays low, and the funnel shows the drop between clicked and added to cart.

The link is the likeliest cause. A home page click starts a 3-hour window and leaves the shopper to find the products. Change only the link: pause the campaign, choose Duplicate as draft, point the copy's message at the autumn collection, set it to Active and save. A collection click starts a 6-hour window and lands the shopper among the products.

Before: "Our autumn collection is here" linking to the home page.

After: "Our autumn collection is here" linking to the autumn collection.

Run the copy as long as the original ran, then compare the two summaries over equal date ranges, keeping other campaigns and offers steady meanwhile.

Turn what you learn into Black Friday campaigns

When a message has earned its place, don't rewrite it from scratch. On the Campaigns page, point to Edit on its row and pick Duplicate as draft. The copy keeps the original's messages, targeting and end date, and opens in the editor as a draft.

Atomato FeedA complete overview of all feeds.Create campaign

Event	Schedule	Status	Type	Settings
Weekend flash sale	Oct 03 - Oct 05	Paused	Notipop	Edit
Newsletter Signup	Jun 24 - onwards	Active	Notiemail	Edit
Summer launch	Jun 01 - Jun 30	Completed	Notifeed	Edit

Edit Duplicate as draft Remove

Then make the sale changes:

1. Rename the copy and replace the message title, text and link with the sale version. Keep the same kind of link.
2. If the original ran on a schedule, set the new dates on the Schedule tab before you save. The copy's start is the moment you duplicated it, so saving without new dates makes it Active straight away. Scheduling needs Scale or Enterprise+.
3. Keep the targeting unless the sale changes who should see it. A NotiPop copy counts as new, so shoppers who closed the October version can see the sale one.

On Starter, one NotiFeed and one NotiPop campaign can be active at a time, each with one message, and you can't save a copy while another campaign of its type is active. Pause the October campaign first, then save the sale campaign and start it on the day. Plans are compared on the pricing page, and a Black Friday campaign plan is on the BFCM plan page.

What the stats don't tell you

• Attributed is not caused. An attributed order followed a click under the rules above. Shopify's reports or your email platform may credit the same order under theirs.
• There is no traffic split. Atomato has no built-in A/B testing. You compare versions by running them one after another, and different weeks bring different traffic.
• Paid-plan counts start at the upgrade. Hovers and dismissals are recorded only on Scale or Enterprise+, so earlier dates stay empty after an upgrade.
• Previews don't count. Nothing is recorded in the Shopify theme editor or from Preview in Atomato.
• The lookback is 180 days. The date picker goes back 180 days, and daily engagement numbers older than that are removed.

For a campaign that isn't getting clicks at all, see How do I improve a campaign that is not getting clicks?.

Next step

This week, open your longest-running NotiFeed or NotiPop campaign, set Last 30 days, and read its messages against the five signals. Pick the message you would trust with the Black Friday offer and duplicate it as a draft now, so the sale version is ready when your dates are.

Install free on Shopify