/Content Marketing
Question
What metrics do you look at to judge a creative BEFORE sales?
Posted by •12/15/2025
I'm early stage, low budget, so sometimes I can't get enough purchases to judge properly.
What do you look at to decide if a creative is good *before* it has sales?
Like hook rate, watch time, CTR? What numbers matter most?
What do you look at to decide if a creative is good *before* it has sales?
Like hook rate, watch time, CTR? What numbers matter most?
3 Replies
•12/15/2025
I used to kill creatives too early based on CTR.
Now I let them run until I see:
- people clicking AND staying on site
- at least some ATCs
Sometimes low CTR creative still got sales because the traffic that did click was super qualified.
Now I let them run until I see:
- people clicking AND staying on site
- at least some ATCs
Sometimes low CTR creative still got sales because the traffic that did click was super qualified.
•12/15/2025
For Meta:
- CTR link > 1% is usually “not terrible”
- CPC should make sense for your AOV
- but the real pre-sale KPI is ATC.
If you can't get ATCs after some spend, it's usually creative angle or page trust.
- CTR link > 1% is usually “not terrible”
- CPC should make sense for your AOV
- but the real pre-sale KPI is ATC.
If you can't get ATCs after some spend, it's usually creative angle or page trust.
•12/15/2025
If you have no sales yet, focus on signals in this order:
1) Thumbstop / hook: first 1-2 sec hold
2) CTR: if nobody clicks, it's dead
3) Landing page view vs click: if clicks but no LP views, page is slow
4) ATC rate: tells you offer/page alignment
Don't get married to CPM. CPM is noise compared to behavior.
1) Thumbstop / hook: first 1-2 sec hold
2) CTR: if nobody clicks, it's dead
3) Landing page view vs click: if clicks but no LP views, page is slow
4) ATC rate: tells you offer/page alignment
Don't get married to CPM. CPM is noise compared to behavior.