Marketers have more data than ever, but data alone won't help you make better ads. You need to be able to turn analysis into action.
Dara Denney is one of the most respected voices in DTC advertising, with over $100m in ad spend managed. She's an expert at ad analysis.
So, how does Dara analyze ads for the major brands she works with? She’s got a framework for uncovering winning patterns in your ad account that involves:
Let’s take a look.
It's easy to fall into the trap of focusing exclusively on primary KPIs:
These metrics are important, but they only tell part of the story.
To understand why an ad is working (or not), you need what Dara calls "storytelling KPIs" — contextual metrics that explain performance.
Storytelling KPIs are more subjective than primary KPIs. You can’t analyze them in a vacuum, you need to compare them to the rest of your ad account. These include:
The last three are the most important, but only apply to video. These metrics provide an idea of how effective your ad creative is at capturing and holding attention, which is key for social ads.
According to Dara, having a structured approach to analysis is key. Before you even launch a test, you should have:
Once your test is running, follow this framework:
1️⃣ Compare to top performers
Some DTC giants have ads that spend hundreds of thousands profitably, while smaller brands’ top spenders might only make it to $50k in ad spend.
Comparing to your own top ads instead of industry benchmarks gives you a more accurate idea of performance. It also helps you improve incrementally instead of trying to push for an unreasonable goal.
2️⃣ Compare to similar creative
Are other ads with similar messaging, formats, or angles performing just as well?
If yes: You've likely identified a winning formula in the elements these ads share.
If no: There's something about this specific ad that's driving results. Find what it is.
3️⃣ Identify what's working
Look at the specific elements that might be contributing to performance. This is the most subjective step in the process – you can only make your best guess.
Experienced advertisers and marketers develop a sense for what makes an ad win. Some of the elements to consider include:
Comparing to similar creative is a great way to figure out what's working (or not.)
If all the similar ads are performing well, look for that they have in common. If similar ads are underperforming, look for what stands out about the ad you’re analyzing.
Follow these steps when presenting your analysis:
Next steps might include:
Dara built this exact process into an AI-enabled workflow for her Motion Expert Agent. It's the easiest way to start analyzing your ads with her proven framework.
Learn more about Dara’s agent and request an invite for early access here.
Creative testing doesn't have to be complicated, but it does need to be systematic. Following Dara's framework helps you:
Compare performance in proper context
Identify specifically what's working (or not)
Make data-driven decisions about scaling or iterating
Remember that ad performance isn't just about the numbers—it's about understanding the story behind those numbers and using that insight to create even more effective campaigns.
Want to learn more from Dara? Watch the event recording where she broke down her analysis process step by step. Or run her Creative Analyzer in your Motion account.
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