👋 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.
What are Motion Metrics?
We have four metrics to make it easy to see where your creative is excelling (or not).
Each metric 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.
Motion's algorithm uses a combination of signals to calculate performance, looking at ad set up influences.
We require a certain amount of data to calculate an accurate score, therefore we require the ad to have at least $50 in spend.
Motion Metric | Description | Meta Metrics Used | TikTok Metrics Used | Iteration Element(s) | Iteration Thought Starters |
Hook score* | The capture attention score analyses a video ads ability to hook the viewers into watching the ad content. | 1st frame retention
Thumbstop ratio
| 1st frame retention
Thumbstop ratio
| If you have a low capture attention score, look at ads with a higher capture attention score and draw inspiration from the hook in these videos. | Can you implement a similar first 3 seconds in this content, and swap the lower performing capture attention ads? |
Watch score* | The hold attention score analyses the video ads 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
| Look at videos with a high hold attention score, and explore the messaging use, the call to action, and story used in the post hook experience. | Rework content that has a higher hook rate to add in a different post hook experience.
|
Click score | The bring-to-site score analyses the ad's ability to drive viewers to your landing page. | CTR (outbound)
Thumbstop CTR | CTR
Thumbstop click rate 6s | Ads with a low bring to site score may need tweaking on the script, overlays, and messaging. CTR has to do with the sellability. | How can you get people to want to go to a site to learn more or purchase? Put your sales hat on and get them to take action. |
Convert score (purchase only) | The drive purchase conversions score analyses the ads ability to drive purchase conversions. | Click to Purchase (CTP)
AOV | Complete payment %
Value per complete payment | Change up the landing page. Ads with a low drive conversions score may have a disconnect in the messaging shared in the ad and the messaging on the landing page. | If the ad is doing a good job bringing people to site, why are they not buying? Do they need more info? Less? Are they interested in a use case that isn’t shown? |
*indicates a 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:
Step 1: Head to the table chart, and select to 'Add Metrics' or 'Custom > Customize Column'
Step 2: Check the Motion Metrics you'd like to add to your table view
You'll now see them in your table chart!
Step 3: Add these into your bar, line or card views help visualize performance and start telling stories.
💡 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.