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