#metrics

7 notes tagged “metrics”.

• 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.
• Judge paywall tests on net revenue after refunds (matured cohorts)Trial-start lifts from forcing tactics (no X, undismissable discount) can be wiped out by refunds — BoldVoice's refunds rose more than trial starts — so score paywall experiments on net revenue after refunds per exposed user on a matured cohort (trial + ~1 week + ≥2 weeks).
• Paid social creative testing for apps — levers, hook/hold rate, 3-day testsThe levers of paid social (Meta/TikTok/YouTube) for apps, hook-rate and hold-rate targets, and Ivy's 3-day creative test (4 creatives per themed ad set, $50/ad set) run on highest-converting weekdays.
• 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).
• Subscription funnel benchmarks (trial start, trial-to-paid, install-to-paid, LTV per install)Target numbers for subscription apps — 5–10% install-to-trial (10%+ with a hard paywall), 30–40% trial-to-paid, ~2–3% install-to-paid, and ≥$3 realised LTV per install before scaling Meta.
• The three ad creative metrics that matter — thumb-stop ratio, unique link CTR, conversion rateSmart Marketer's three creative metrics read as a story — thumb-stop ratio (3-s views ÷ impressions; >30% great, <15% rework), unique link CTR (~1.5% internal benchmark), conversion rate — plus "ad scent" when clicks don't convert, and how to build the custom metric in Ads Manager.
• 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.