The promotion is a shared operating deadline.
Source access, creative approval, product availability and measurement all need to be ready for the same shopping moment. Planning them separately creates avoidable gaps between media delivery and the customer experience.
Adjust’s 2026 shopping research includes performance around major retail events and regional differences. Our practical takeaway is to plan the campaign around the specific market and offer rather than a single global calendar.
Before the promotion: confirm the offer.
- Check product availability, pricing and destination pages.
- Confirm promotion start and end times in the market’s time zone.
- Align creative language and offer terms with the advertiser’s approved materials.
- Document accepted orders, cancellations, returns and validation windows.
Before scaling: test the full journey.
Use the preparation period to check tracking, destination behavior and conversion feedback. Assess sources against the event the campaign will actually be evaluated on, not just an early click or install signal.
During the promotion: watch the business signals.
Review pacing and delivery alongside destination availability and order feedback. When an offer changes, update the creative and landing experience together. Keep acquisition and existing-customer activity distinguishable.
A ready offer gives the media plan something concrete to deliver.
After the promotion: reconcile and learn.
Allow the agreed order-validation window to mature. Review accepted sales, first-time customers and repeat behavior where data is available. Separate the effect of the offer from the source’s audience quality before repeating the same buying plan.
Put the next cycle in writing.
Record what to keep, what to change and what still needs testing. A useful campaign review should make the next promotion easier to plan, rather than leave another set of disconnected totals.