9 - BFCM Infrastructure & Risk Management

Q4 2026 WORKSHOP - DAY 1

BFCM Infrastructure & Risk Management

Checklist:

META — ACCOUNT SECURITY

• Have 2+ Business Manager admins
• Have 2FA enabled for everyone with access
• Remove old employees/agencies/users
• Verify the business if eligible / required
• Make sure your domain is verified
• Have a backup payment method
• Check card limits with your bank
• Make sure Meta's billing threshold won't create payment problems
• Don't launch unnecessarily risky creatives/claims from your critical scaling account
• Know who has access to Meta Support and where to contact them
• Back up: Have a secondary ad account under the BM

META — TRACKING

• Pixel firing correctly
• Conversions API working
• Purchase value/currency correct
• No duplicated Purchase events
• Know your typical MER and Meta Blended ROAS
  
• Check catalog/product feed for errors
• Check rejected products before Dynamic/Product ads become critical  
• Correct rejected ads

SHOPIFY — SECURITY

• Enable 2FA
• Have multiple trusted staff/admin accounts where appropriate
• Remove unnecessary collaborator/app access
• Verify store owner/contact information is current
• Don't make unnecessary theme/app/domain changes during BFCM
• Support easy access saved
  
  
  
  
  
  

SHOPIFY — STORE

• Test site on mobile
• Test site speed: https://pagespeed.web.dev/ 
• Test checkout yourself
• Test all BFCM discount codes
• Test gifts with purchase
• Test upsells/post-purchase offers
• Check shipping rates and delivery estimates  

PAYMENTS

• Run real test transactions
• Check Shopify Payments / Stripe / PayPal status
• Make sure payout/bank information is correct
• Monitor payment failure rate
• Make sure PayPal/alternative payment methods won't suddenly hit account limitations
• Know who to contact if payments are frozen  
• A store doing $20k/day → $150k/day suddenly looks very different to payment/fraud systems

INVENTORY & FULFILLMENT

• Forecast inventory for your expected scaling scenario
• Identify SKUs likely to sell out first
• Know your maximum daily fulfillment capacity → Know if you need extra people or extra hours
• Decide beforehand what happens when a bestseller sells out
• Prepare substitute products / collections
• Update delivery promises for BFCM volume
• Don't advertise delivery dates operations can't meet  

EMAIL / SMS

• Authenticate sending domain
• Check deliverability before BFCM
• Clean obvious bad/inactive contacts rather than suddenly blasting everything
• Test all automations especially abandoned cart flows
• Prepare backup sends if a campaign fails
• Make sure BFCM email volume doesn't suddenly destroy sender reputation  

TRACKING

• 2024-2026 I have just been using the ads manager tracking, and I’ve made decisions based on MER, and then based on platform ROAS
• Apps are still useful though:
• https://www.wetracked.io & https://www.triplewhale.com/ 

Improving Meta Tracking

1. Events manager -> Settings -> “Turn on automatic advanced matching”
   
   
2. Of course CAPI
   
   
3. Event Match Quality >9
   

4. Data freshness -> Real Time
   

OTHER LINKS

Shopify Problems

https://shopstatus.shopifyapps.com/

Meta Problems

https://metastatus.com/

Shopify real-time BFCM:

https://bfcm.shopify.com/2026/ 

https://bfcm.shopify.com