A common struggle for media buyers is feeling overwhelmed by the volume of data when testing multiple creatives. Here are some reasons why this happens:

• Lack of a structured system for analyzing and storing insights.

• Miscommunication between media buyers and creative teams.

• No tools in place to track and optimize performance efficiently.

Here's my process for creative performance analysis.

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Key Performance Metrics:

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• CPC (Cost per Click): If higher than average, optimize targeting.

• CTR (Click-Through Rate): If low, it’s time to test new hooks or visuals.

• CPM (Cost per 1,000 Impressions): Indicates competition and audience demand.

• Conversion Rate: Measures how effectively your ad turns clicks into sales.

• AOV (Average Order Value): Helps assess how profitable each conversion is.

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Creative Fatigue & Iteration

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Creatives can get fatigued, and when that happens, performance drops. Here’s how to spot it and address it:

• Frequency Metrics: A high frequency suggests your audience is seeing the same ad too often, leading to creative fatigue.

• CTR Drop: If your CTR drops over time, refresh the creative with a new hook or format.

• Test Creative Variations: Use ABO campaigns (Ad Budget Optimization) to test different creative variations and control for other variables.

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Data-Driven Hypothesis Testing

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Effective optimization is about forming hypotheses based on your data.

• Example Hypothesis: “Would changing the hook improve CTR?”

• Test One Variable at a Time: For example, only change the hook while keeping the rest of the creative constant.

• Use Controlled Environments: Always test in controlled environments like ABO campaigns for accurate results.

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Tools for Systematic Data Analysis

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To make data analysis more efficient, use the right tools:

• Atria & Motion App: Automate creative tracking and performance reporting.

• ClickUp or Asana: Track performance and streamline communication with your team.

• Weekly Creative Performance Reports: Report winners every Monday and track trends over time to identify patterns.

We personally use Atria and it has been a game changer in teams productivity.

What tools and metrics have been useful for you?

Deividas

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