Ep 485: Creative Testing - The Only Framework You Need
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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