#creative-analytics

4 notes tagged “creative-analytics”.

• Analysing a Meta creative test beyond "variant B won"Dara Denney's method for explaining why an ad won — read the campaign then the top spender, tag format, creator, imagery/setting and messaging, ask which awareness stage the message reaches (scalable vs low-hanging-fruit messaging), add breakdowns and comparisons — plus the recurring Motion reports she runs.
• Diagnosing why a Meta ad isn't working (metric-pattern cheatsheet)Metric patterns that locate where an ad breaks — low thumbstop with OK CTR (fix the hook), high watch with low CTR (stronger CTA), clicks but short watch (shorten), high CTR with no conversions (landing page/offer), rising CPM/CPA on a winner (fatigue), no spend at all (similarity) — and how to turn each into a testable hypothesis.
• Reading creative metrics — spend, thumbstop/hook rate, hold rate, CTR, conversionThe hook analytics funnel (spend → thumbstop → hold → CTR → conversion), exact thumbstop formula, primary vs "storytelling" metrics, diagnostic patterns (high hook + low CTR = wrong audience), spend thresholds, new-visitor % as an incrementality proxy, and Dara Denney's four-step UGC analysis (metrics, content, comparison, feedback).
• Which Meta ad metrics to track, and how to read themA minimal Ads Manager column set split into primary metrics (spend, purchases, cost per purchase, ROAS — the only ones to optimise on) and storytelling metrics (frequency, CPM, unique outbound CTR, first-frame retention, hook/thumbstop, hold, completion, shares), with definitions and the thresholds practitioners use.