Keep everyone up to date on what’s launched, what’s working, and what actions to take next with Launch analysis. This article walks through how to interpret the different launch analysis signals.
Let’s start with the Spend Goal
The spend goal is the minimum amount each creative will need to spend before it is eligible to be analyzed for performance, badges, and opportunities.
$500 is the lowest spend goal to ensure creatives have a meaningful amount of data for us to analyze.
You can set your spend goal by going to the workspace settings and clicking on Goals.
What happens when you reach your Spend Goal?
Creatives that have hit their spend goal will be eligible for these signals:
Scaled: Creatives that have hit your spend goal can be found in the scaled section of the report
Winner: Creatives that meet the minimum spend threshold and your goal metric within the report will receive this signal
Won: If a creative has been tagged as a winner previously but in the last 14 days fails to meet the goal you’ve set in the report - it will be tagged as won
Badges and Opportunities: Creatives that have met the spend goal are eligible for badges and opportunities, more on these later.
What happens when you change your Spend Goal after creatives have been launched?
Let’s say that your Spend goal was originally 1000 USD and you’ve changed it to 500 USD - here’s how your report will be affected:
The spend goal will affect creatives from the point that it changes. This means new creatives launched will be eligible to become winners, earn badges, and be flagged as opportunities once they hit the new spend threshold set.
If a past creative has not hit the original spend goal defined, they can earn badges if they meet the new spend goal.
If a past creative has already hit the spend goal you defined previously - any badges it earned will remain. But if within the next 14 days, it hits the new goal you set (by spending that additional amount), badges will be rechecked.
🎯 Important Notes on Goals
Performance tags, badges, and opportunities are currently calculated based on a creative’s performance for the last 14 days 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 Badges?
We have four badges to make it easy to see what aspect of your creative is most compelling! Each badge is tied to a critical step in the user journey.
Creatives will be tagged with a 🪝Hook badge, 🍿Watch badge, 👆Click badge, or 🦄 Unicorn badge.
We measure performance using a combination of signals from Motion metrics and testing thresholds.
Badge | Icon | Description | How to Use | Motion Metrics Used |
Hook | 🪝 | Creatives that are most effective at getting people to watch the first 3 seconds of a video | Use the first 3 seconds of these creatives in iterations and/or as inspiration for new hooks you create. | Hook Score |
Watch | 🍿 | Creatives that are most effective at getting people to watch the video | Use the post-hook content (post 3 seconds) of these creatives in iterations and/or as inspiration for new ads you create. | Watch Score |
Click | 👆 | Creatives that are effective at driving users to your landing page | Use the messaging and call to actions from these videos in iterations and as inspiration for new creatives. | Click Score |
Unicorn | 🦄 | If a creative is within the top 3 spending creatives for 6 weeks in a row, it receives this badge | Use these creatives as inspiration for your next batch. | Spend |
Important Notes on Badges
Badges will be assigned to creatives that have met your minimum spend goal.
Once the spend goal 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 and has just hit its goal.
To calculate the Hook badge, we’ll look at a combination 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
What are Opportunities?
An Opportunity is generated using a combination of different Motion metrics to indicate quick wins and areas of improvement.
Similar to Badges, Opportunities are added to a creative when it hits the spend threshold. For a creative to become an Opportunity, it also must be considered a “Winner”.
There are five opportunities we help identify with Launch Analysis:
Opportunity type | Description |
Improve CTA | Users are watching this video, but not visiting the site after. Increase clicks by improving messaging, CTAs, and urgency. |
Improve first frame | Less users than normal begin watching this video, but those who do are hooked. Try changing the first frame of this creative. |
Iterate on hook | Less people stop and watch for 3 seconds with this creative, but those who do convert. Change the first 3 seconds to stop more users from scrolling. |
Iterate on body | This creative has an effective first 3 seconds - hooking users in, but have people dropping off soon after and not clicking through. See if you can better align the content after the first 3 seconds with the hook. |
Improve landing page | This creative is driving users to the site, but not converting them. Improve the alignment of the creative and landing page. |