Keep everyone up to date on what’s launched, what’s working, and what actions to take next with a Launch Analysis report. This article walks through how to interpret the different launch analysis signals.
Let’s set your spend threshold
Your spend threshold is the minimum amount each creative needs to spend before it can be analyzed for performance.
$250 is the minimum threshold to make sure creatives have enough data for Motion to analyze.
You can set your spend threshold by going to Workspace Settings >> Data sources >> and hitting edit on your Meta connection.
What happens when you reach your spend threshold?
Creatives that have hit their spend threshold are eligible for these signals in your Launch Analysis report:
Scaled: Creatives that have hit your spend threshold can be found in the Scaled tab of the report.
Winners: Creatives that meet the minimum spend threshold and your goal metric within the performance window (e.g., last 14 days) can be found in the Winners tab of the report.
Achievements: Creatives that have met the spend threshold are eligible for Achievements, more on these later. You'll see Achievements as the first column in the table view of your report.
What happens when you change your spend threshold after creatives have been launched?
Let’s say that your spend threshold was 1000 USD and you’ve changed it to 500 USD - here’s how your report will respond:
Creatives launched after this change will be affected. This means newly launched creatives can become winners or earn achievements once they hit your new spend threshold.
Old creative can earn achievements. If a past creative missed the old threshold but hits the new one, they can be marked with an achievement.
Old creative will keep their achievements until they earn a new one. If a past creative has already hit your old spend threshold it will keep it's achievements. But if within the next 14 days, it hits the new threshold you set (by spending that additional amount), achievements will be rechecked.
🎯 Important note on attribution windows
These signals are calculated based on a creative’s performance using Meta’s 7-day click, 1-day view attribution.
At the moment, we don’t support custom attribution windows or data enrichment such as Northbeam or Google Analytics for Launch Analysis.
What are Achievements in Launch Analysis reports?
We add achievements to help spot winners and compelling elements in your report. You'll see them in the first column in the table view of your report.
Achievements use a combination of Motion metrics, goal metrics, and your spend threshold. Here's a breakdown.
Achievement | Icon | Description | How to use | Metrics used |
Top hook | ⚓️ | This creative is great at grabbing audience attention. | Use the first 3 seconds of these creatives in iterations or as inspiration for new hooks. | Hook score |
Top watch | 🕓 | Audiences tend to watch these creatives for longer. | Use the post-hook content (after 3 seconds) of these creatives in iterations and/or as inspiration for new ads you create. | Watch score |
Click | ↖️ | This creative is effective at driving clicks | Use the messaging and CTAs from these videos in iterations and as inspiration for new creatives. | Click score |
Winning | ⏫ | This creative exceeded your goal target | Use these creatives as inspiration for your next batch. | Spend, goal metric |
Important Notes on Achievements
Achievements will be assigned to creatives that have met your minimum spend goal. Once the spend threshold is met, we’ll assign badges based on how the creative has performed in the last 14 days, regardless of how long the creative has been live.
Here’s an example:
Let’s say a workspace has a spend goal of $10,000, and a creative that has been running for 18 days just hit its goal.
To calculate the Hook badge, we’ll look at a combo of metrics and signals from the last 14-day results of the creative (ignoring the first four days it’s been live).
Want to understand more about Motion Metrics? You can read more here.