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Motion metrics for Meta and Tiktok

Unlock creative-performance clarity with Motion metrics for Meta & TikTok — see your video ads rated on hook, watch, click and conversion to pinpoint exactly where they win (or leak).

Vamsi Vadlamani avatar
Written by Vamsi Vadlamani
Updated this week

Say goodbye to media teams translating performance for creative teams.

We want to empower everyone to be able to use data to help guide conversations on why a creative did or didn’t work. However, understanding creative performance metrics can be a huge blocker.

To really understand the data, you have to…

… know which metrics to hone in on

… interpret what is good or bad for each

… and account for how media strategies influence them. It’s A LOT.

That ends today - Motion metrics allow you to see how your creative scores across four key steps in the customer journey.

Our algorithm reduces ad setup influences to focus deeper on the creative's true impact, empowering creative teams to see why an asset is (or isn’t) working without relying on the media team to translate.
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the four Motion metrics you can use to help you understand how well your ads are performing

What are Motion metrics?

We have four metrics to make it easy to see where your creative is excelling (or not).

Each one is tied to a key step in the user journey. We measure performance on a scale of 1 to 100 to showcase how well the creative moves users through each phase. The score breakdowns are:

  • Scores above 70% (green) mean the creative is successful in that area.

  • Scores between 50% and 70% (yellow) indicate an area to keep an eye on and should be considered for iteration.

  • Scores below 50% (red) highlight an opportunity to improve.

Note: Motion's algorithm uses a combination of signals to calculate performance while comparing (or benchmarking) a specific creative vs other creatives within the same campaign.

Also, we need an ad to have at least $50 in spend to calculate an accurate score.

Motion metric

Description

Meta metrics used

TikTok metrics used

Hook score*

Is the ad compelling enough to stop the scroll?
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The attention score analyzes a video ad's ability to hook the viewers into watching the ad content.

1st frame retention

Thumbstop ratio

1st frame retention

Thumbstop ratio

Watch score*

Is the content engaging enough to hold their attention?
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The retention score analyzes the video ad's ability to keep a viewer engaged in the ad content.

15s video retention

100% video view rate

Video avg. play time

Hold rate

75%/2s video retention

100% video views (rate)

Average watch time per video view

Click score

Is the value proposition compelling enough to drive action?
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The intent score analyzes the ad's ability to drive viewers to your landing page.

CTR (outbound)

Thumbstop CTR

CTR

Thumbstop click rate 6s

Convert score (purchase only)

Is the landing page/offer aligned with the creative's promise?
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The result score analyzes the ad's ability to drive purchase conversions.

Click to Purchase (CTP)

AOV

Complete payment %

Value per complete payment

*video-only metric

How to access Motion metrics

Motion metrics are best used in card view, stacked in order of the customer journey, but they are available for use across all of our chart types.

To add Motion metrics to your reports:

  1. Head to the table chart, and select Add Metrics

  2. Check the Motion metrics you'd like to add to your table view

  3. Click Apply

how to add Motion metrics to your table view


You'll now see them in your table chart!

how to add Motion metrics to your card view in reports

4. Add these to your bar graph, line graph, or card views to help visualize performance and start telling stories.

how to compare your ads based on Motion metrics

Additional tip: Motion metrics can be used in filters for top-performing reports to help isolate which ads are doing best (or worst) in a specific area.

How to use Motion metrics (beginner)

Here are some single-metric scenarios to help iterate on your creative based on Motion Metrics:

  • If your lowest score is your Hook score (ex. under 65)

    • Examine your opening hook/thumbnail

    • Test new openings (the first 1-3 seconds) or thumbnails that are more specific, surprising, or disruptive in-feed.


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  • If your lowest score is your Watch score

    • Review your pacing or message delivery

    • What can you do to increase average watch time?

      • Bring the most compelling value prop closer to the beginning

      • Or cut video length overall

  • If your lowest score is your Click score

    • Dig into your CTA or offer

    • Creating a clear, high-urgency CTA can be the spark you

  • If your lowest score is your Convert score

    • Examine your landing page offer for misalignment with your ad

    • Your creative is driving traffic! With drop-off happening post-click you might want to review your LP CTAs and messaging for a disconnect with your ad.

      • Do they need more info? Less?

      • Are they interested in a use case that isn't shown?

How to use Motion Metrics (advanced)

Here are some multi-metric situations to think through using Motion Metrics:

High hook score, high watch score, LOW click score

  • Engaging, but it isn't converting.

  • Time to obsess over your CTA

    • Add urgency, a specific offer, or a clear next step

    • Make it really clear to your audience what they need to do next

LOW hook score, high watch score, high click score

  • Only a small, 'perfect' audience is seeing it, and we're missing a wider group.

  • Fix that hook!

    • Test broader or more exciting headlines and visuals

    • Our goal here is to widen the funnel to the strong back-half of the ad

High convert score, low hook, watch, or click scores

  • This is a proven winner that needs a few tweaks to be more efficient.

  • Focus on driving up your hook or watch scores to improve your volume

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