Insights
Everything, newest first.
Page 3 of 9, working back through 101 articles.
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One name, three calculations, and nobody says which they used
Thumbstop rate is calculated three different ways depending on who is talking. Here are all three, and why comparing them is meaningless.
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Six numbers, and the denominators nobody checks
Ad creative metrics disagree because they divide by different things. Six of them, what each denominator does, and the account that proved the point.
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If they stayed, the opening already did its job
Hold rate is the video metric I actually track: more than half viewed and past three seconds. It contains the hook measurement without needing it.
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Every number you have been given for it was invented
Hook rate has no published benchmark from any source with a disclosed method. I do not track it, and here is what I watch instead.
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Half of everything you make will receive almost no spend
Creative volume guidance by monthly spend, and the winner rate that explains why. Half of all ads get little or no delivery, and that is normal.
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Make the pond smaller instead of making fewer ads
Creative testing on small budgets works if you shrink the audience rather than the creative count. Here is the adjustment and why it beats the usual advice.
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At your budget you will never reach it, and that is fine
Statistical significance in ad testing is unreachable at most real budgets. Three worked examples, and what to do instead of pretending otherwise.
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The right number is decided by your budget, not your ambition
How many ads to test depends on spend per creative, not on a rule of thumb. Here are the bands that work and the arithmetic behind them.
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What replaces promote and kill, once you stop doing it
A creative testing framework built around supplying options rather than judging them, with the four decisions that still belong to you.
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Fund the ad set and read what the algorithm chose
Ad creative testing works better when you stop promoting winners by hand. Fund the set, read what Meta spends on, and judge it on three rankings.
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Twelve things to set up before the first pound goes out
A conversion tracking checklist for a new account, in the order that matters. Twelve items, most of them done before any advert is switched on.
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What to skip when you cannot afford all of it
Measurement on small budgets means choosing what not to do. Several standard recommendations need volume you do not have, and here is what to keep.
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