Ep 485: Creative Testing - The Only Framework You Need

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Learn about the key metrics to look at when analyzing your creative campaigns. Jordan share the importance of tracking click-to-purchase rates and how it can guide your decision-making process.

In this episode, Jordan West explores the metrics he analyzes to measure creative success. One of the game-changers he mentions is the click-to-purchase rate. A metric often overlooked, click to purchase reveals the percentage of customers who make a purchase after clicking on an ad. Jordan emphasizes the importance of this metric and how it can guide your decision-making process for optimizing your ads.

Listen and learn in this episode!

Key takeaways from this episode:

• Metrics to consider when analyzing creative
• the importance of the click-to-purchase metric as a valuable indicator of conversion-driving ads.
• Click to purchase rate as a decision-making factor
• The difference between click-to-purchase rate and return on ad spend as metrics
• Factors influencing return on ad spend and why it is not a reliable metric for business longevity
• Additional metrics to consider: click-through rate and thumb stop rate
• thumb stop rate as a useful metric for assessing the effectiveness of the first few seconds of video ads.
• The correlation between thumb stop rate and click-to-purchase rate
• limitations of using return on ad spend as a leading metric, citing factors like average order value and customer lifetime value that it does not account for.

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