1. Top Creatives

  2. Video Iteration (3 sec.)

  3. Static/Video Iteration (Creative vs. LP)

  4. For Creative Team

  5. Creative Type Comparison

  6. Audience Comparison

  7. Stage of Funnel Comparison

  8. Creative Fatigue

  9. Video Journey

  10. Top Copy/Headlines

  11. Top LPs



Top Creatives

  • Purpose of this Report:

    • This report is the most flexible depending on need

    • Can apply any filters to tell a desired story

  • Example Use Cases:

    • What’s working vs. what’s not

    • Top 8 creatives over a given timeframe

    • How did a specific launch perform

    • How is a stage of funnel performing

  • How to Create:

    • Filters: Depending on the use case, can add stage of funnel filter + ad type

    • Metrics: Depending on use case - eg. Spend vs. CTR/CPA


Video Iteration (3 sec.)

  • Purpose of Report:

    • Identify your top performing hooks and where there is room for improvement

    • Thumbstop ratio: Out of everyone who watches a video, what percentage stop their scrolls to watch the thumbnail and first 3sec of that video

  • How to Interpret the Data:

    • Success: High TSR and high CVR

      • Use this as your inspiration moving forward

    • Room for improvement: Low TSR and high CVR

      • Update first 3sec to improve thumbstop ratio

  • How to Create the Report:

    • Filters: Ad type “Video”

      • Feel free to add a stage of funnel filter

    • Metrics: Thumbstop ratio vs. CTR or conversion rate (preference)

      • Conversion rate will be purchase, leads, app install, etc. related


Static/Video Iteration (Creative vs. LP)

  • Purpose of Report:

    • Diagnostic report - identify if we have a creative problem (before the click) or a LP problem (after the click)

    • Surface opportunities to increase cohesiveness between Creative & LP.

      • Is there opportunity to have the creative/influencer/value prop/product live in our LP?

  • How to Interpret the Data:

    • Success: High CTR & High CVR

    • Room for Improvement: High CTR and low CVR

      • Potential LP problem. People are ultimately clicking but not converting.

    • Room for Improvement: Low CTR and high CVR

      • Sparks conversation around CTAs to entice people to click and leverage that high CVR

  • How to Create the Report:

    • Filters: Ad type “Image” or “Video” accordingly

      • Feel free to add a stage of funnel filter

    • Metrics: CTR vs. CVR

      • Conversion rate will be purchase, leads, app install, etc. related


For Creative Team

  • Purpose of this Report:

    • Creative Team: quantify efforts and make micro decisions

    • Additional Stakeholders: save time & back and forth with creative team

  • Example Use Cases:

    • Creative team: visually understand what’s working and what’s not for new content inspiration

    • Additional stakeholders: Provide goal to the creative team to empower them to make decisions.

      • E.g. Based on historical data for this account, a creative with a CPA < $2 and a CVR > 3% is doing great. Make a variation of anything above that benchmark. Avoid look & feel of creatives under that benchmark.

  • How to Create:

    • Filters: Feel free to add a stage of funnel filter

    • Metrics: CPA, Thumbstop Ratio, CTR, CVR

      • Conversion rate will be purchase, leads, app install, etc. related

    • View: Gridview


Creative Type Comparison

  • Purpose of this Report:

    • High level view of an account

  • Example Use Cases:

    • How is our spend being allocated relative to performance of the creative types

    • Based on creative type performance, should we focus on images or videos for the next couple of weeks?

  • How to Create:

    • Refer to screenshot below


Audience Comparison

  • Purpose of this Report:

    • Understand which audiences are performing best for each of your stages of the funnel

    • Allocate budget in line with performance

  • Example Use Cases:

    • For TOF, understand which interest audiences are performing best and allocate budget accordingly.

    • Are MOF & BOF audiences performing better than TOF as expected?

  • How to Create:

    • Refer to screenshot below


Stage of Funnel Comparison

  • Purpose of this Report:

    • Easily see how each of the stages of funnel is performing.

  • Example Use Cases:

    • Easily verify if ads lower in the funnel have a lower CPA as expected.

      • If not, can dive into an audience comparison report to pinpoint issue

  • How to Create:

    • Refer to screenshot below


Creative Fatigue

  • Purpose of Report:

    • Identify early indicators of fatigue (increasing CPMs & CPAs).

    • Can dive into breakdowns at the ad level and see how the frequency is looking like over time for an ad.

  • How to Interpret the Data:

    • Early indicators of fatigue:

      • CPMs & CPAs are increasing

      • Frequencies for ads are higher than 2.

    • Potential actions:

      • Target a different audience

      • Make small iterations to the creative

      • Run as dynamic creative

  • How to Create the Report:

    • Metrics: CPA vs. CPM

    • View: Line chart view


Video Journey

  • Purpose of Report:

    • Identify when a high rate of viewers are watching your videos but not clicking

    • Get more people to click by adding/swapping CTAs

  • How to Interpret the Data:

    • Success: High CTR & High 100% Video Play Rate

    • Room for Improvement: Low CTR & High 100% Video Play Rate

      • Place stronger CTAs, add another CTA, etc. to try to increase that CTR and take advantage of the eyeballs we already have.

  • How to Create the Report:

    • Filters: Ad Type “Video”

      • Feel free to add a stage of funnel filter

    • Metrics: CTR vs. 100% Video Play Rate


Top Copy/Headlines

  • Purpose of this Report:

    • Identify which copy/headline is performing best

  • Example use Cases:

    • Catch trends - e.g. a particular CTA, value prop, or social proof seems to be resonating well.

      • Can we take a particular copy/headline that’s working well and use it somewhere else?

      • Can we get inspiration from the copy/headline for text overlays or video scripts?

  • How to Create:

    • Filters: feel free to add a stage of funnel filter

    • Metrics: CPA, TR, CTR, CVR

    • View: Gridview

    • Group by: Copy (or headline)


Top LPs

  • Purpose of this Report:

    • Identify which LPs are performing best.

  • Example Use Cases:

    • Dive into the creatives that are using a particular LP and explore relationships between creative & LP.

      • Does more cohesiveness between creative & LP lead to better LP performance?

  • How to Create:

    • Filters: feel free to add a stage of funnel filter

    • Metrics: CPA, TR, CTR, CVR

    • View: Gridview

    • Group by: Landing Page

Did this answer your question?