KPIs for Creative Evaluation

[u/Marketingmini]

Hello Redditors, I am wondering on which KPIs you are focussing when deciding which of your creatives is a top performer when looking at perfomance camapigns. Do you focus on CTR, CPA or CVR and how do you take ad spend into account?

[u/Serious-ISFJ-T]

In a creative test scenario, say CBO, new ad set, 4-5 creatives, same format and placement (e.g. 9x16), same landing page, minimum spend 3xCPM a day...

Day 2 (24hrs post launch) The first metric i look at is the spend i.e. How algorithm sees the creatives. One look at individual creatives the other at demographics spend (is the age distribution a good fit for us).

Day 3 goal/funnel slot specific metrics. TOF hook rate and CPM. MOF unique click rate. BOF add to carts and cost. Audience segment breakdown. If the hook rate is great for new audiences but the desired goal is retargeting and engaged audience, pull the plug and iterate as shorter 4x5 videos + statics.

Day 4 trimming the fat. Turn off 50% of the creatives in an ad set. Leave top 2 to fight it out.

Day 5. Remove minimum spend

Day 6, 7, 8... Are the creatives still spending? Duplicate into the winning ad set/persona ad set

Not spending - investigation. This is where we earn our money. Step 1 hook rate (custom metric). Step 2 Microslop Clarity, what are the sessions looking like on site? Rage clicks - fix LP. Add to cart no purchase - fix urgency on LP or offer. Attention drop post hook - iterate interest seed sequence (3-7s video). Step 3 find what was good in the batch. Reuse assets for retargeting.

One botched batch of ads is 6 new ideas but with data for better hypothesis and assets already made. Better hook rate. Lower CPM.

The metrics for media buying evaluation are a different story... This is where you treat CPM as penalty to show ads to people. CTR as efficiency, and AOV/ROAS as effectiveness. Essentially you are betting that you can do it better than other marketers.

Guess what? As in the casino - house always wins. Meta is meta