Creative Analytics Explained: Why Your Ad Won or Lost | Evan Lee, Motion

[00:00:00] Evan Lee: I look in the mirror. I'm like, I look so much better. This is in my makeup bag every single day. Every morning when I wake up, I put on my dusty rose. I feel this natural glow and I'm ready for my day. We're all putting it on, looking in the mirror and we're like, oh my god, this is a freaking miracle. It gives me the emphasis on the things that I like about my skin. I'm not a fan of contour, but this literally lifts the points that need to be lifted. Here's the color breakdown. On natural has no color. I use this all the time. It has luminosity just from the moisture content. This is tanny. It really cuts the yellow in my skin. It's got a really nice bronze with just a touch of red in it. This is bronze. and this has a little bit of golden to it. Women that have red in their skin, this cuts the redness. Dusty rose, such a beautiful color. It really does enhance a lot of skin tones. makes fair women look like they have the perfect pink blush on and it makes dark skin women have the perfect little highlight. Sun kissed is the perfect color to add a tint to the skin. They want a little bit of highlight. This also looks incredible on the lips. When you blend it in really good, it gives a really nice tint, but it is the perfect color for darker skin. Flush is that pop of color that everyone was asking me for. This is such a beautiful pop. It looks good on anyone. Magic Hour has become my new go-to. I always have one in my bag when you really want just some luminosity. You want a little bit of highlight, a little bit of shine. I put this on and I'm like, okay, I look better. I love that end of the day golden light, especially in the summer. Golden hour makes you look like you're basically on a beach at the end of the day. So, I love Miracle Bomb. It doesn't require a lot of skill, it doesn't require a lot of time. And honestly, this is the reason I started Jones Road.

[00:02:28] Evan Lee: Okay, two things before we watch B. First thing, I love everyone jumping in the chat sharing their opinion now. Like, oh my gosh, this is so long. What's happening? And then the second thing is, is hearing Bobby Brown say friggen is my favorite thing. So let's watch it be now.

[00:02:42] Speaker 1: I want to look fresh and healthy, but not beat down. Did I accomplish that? Jones Road has the new Miracle Bomb, okay? And it is creamy AF. This is like this mulberry color that I currently have on the cheeks and you can use your hands, you can use a brush. But let me just tell you one thing. It's amazing for that every day, going to the gym, if you wear makeup to the gym, going to pick up drop off. I'm going on a plane. I usually don't wear makeup on a plane, but I want to look cute today. I love this product because it feels like skin care, creamy tint. I love the luxuriousness of it. I love the package. I love the sound of the package. I love it. You're welcome.

[00:03:24] Evan Lee: The chat is my favorite freaking thing. Okay, let's watch see.

[00:03:28] Speaker 2: This is the most insane lip treatment that you have ever tried. It is all all steps in one. You don't need to do the scrubs, you don't need to do the overnight treatments, you don't need to do the lip masks. If you did not grab your Jones Road recharge lip treatments, what are you waiting for? It's a peptide nourishing lip treatment that literally goes on like a magic wand. The applicator feels it feels like heaven. It's this metal applicator and it's so soft and smooth and just helps spread the product instead of reabsorbing it like a lot of your typical wands. They actually just spread it out and it is absolutely amazing. It's also more hygienic because you can wipe it and you know what I'm saying? It comes in nine different shades. Just let me just tell you. Once you get one, you're literally going to go back and order a bunch of colors because they feel so good and you're going to want them all. And literally, you're going to message me and be like, oh my gosh, Mary, you were not kidding, you were not exaggerating. These are insane. Don't miss out. Not sticky, not tacky, amazing.

[00:04:25] Evan Lee: Okay, everyone, this is controversial. I'm seeing so much commentary. But what do we think? Throw those guesses into the chat. We've seen all of them now. Keep in mind, we have different products, we have different people. There's so many things going on. So everyone's thoughts are so appreciated here. C is the most specific, a lot of B's, people are hating on A a bit. So drum roll please. It's A. Uh, this is so funny. Drum roll please. Let's see what it is. And we got A.

[00:04:52] Evan Lee: Oh my gosh. This ad generated millions in sales for Jones Road Beauty and has scaled and scaled and scaled for them. That's so funny. I think I saw Brooke got it right in the chat talking about like founder ads, also talking about the demographic that we're going after. There's something in there. It's so funny. It's so funny. All right, we have one more before we get into things. So let's do one more here.

[00:05:16] Evan Lee: So now we have another one and one of these is currently dominating. Let's figure out which one it is. So let's watch A first.

[00:05:24] Speaker 3: This lip gloss is for people who hate lip gloss. If you've given up on lip gloss because it's too sticky, too heavy, or disappears in an hour, this was made for you. Lip Recharge by Jones Road refreshes, smooths, and hydrates the second it touches your lips. The cooling metal applicator wakes everything up while peptides, vitamin E, and shea butter cushion and protect without that thick, gloopy feel. You get nourishment, sheer tint, and shine in one swipe. No mirror, no effort. Just swipe, recharge, and go. Available in nine sheer shades made to look good on every lip tone. Grab yours now at jonesroadbeauty.com.

[01:00:00] Evan Lee: I feel like people are still reeling from the previous A. So that's so funny. Well, let's do one more. Keep this one in our minds and let's get to the voting after this.

[01:00:08] Speaker 4: If it looks like makeup is sitting on top of my skin, it is a no for me. I would argue that I'm really known for all natural makeup. Recently, I tried a couple of products from Jones Road and I'm obsessed. I have a few of them on right now. They're so natural, radiant, glowy, beautiful, and just look like your skin, but better. Okay, first up, we have What the Foundation. I'm super particular about foundation because I need it to look like my skin. This blends so seamlessly, so beautifully. It's a tinted moisture balm. I don't have a beauty filter on right now, so you can really see what this did to the skin, but it makes you so glowy, dewy, radiant. I feel like you just look super healthy. I just love the look and the finish of this. It is so natural, but so beautiful. Next up, I love Miracle Balm. If you follow me for a while, you know that I am blush crazy and obsessed. I love any product that is like a two-in-one situation. Like you can use this on your cheeks, you can use it on your lips. So many different shades, more bronzy shades that you can use. I like some of the other shades to use them as highlighters, but I just obviously am obsessed with the rosy kind of blush colors. And it's so nice. Again, you can build it up with your fingers, really warm it up, and it just looks beautiful, radiant, and like your skin and so natural. If you follow me on any platform, you know it's like my life's work. I'm obsessed with a natural lip color. This is the shade Plumberry, and I absolutely love it. I think I could argue that this is maybe the best, most natural lip color that I have found in a very long time. I have my old faithfuls and I do not veer away from them very often, but this has replaced my everyday lip color because it is so beautiful.

[01:01:41] Evan Lee: There's something about the longer that one played, the more A's that I see popping in. This is so funny. Everybody, get those votes in. What are you thinking? We thinking A? We thinking B? I'm seeing a pretty big split actually. But then I also saw when B was playing, there's a lot of A's. It still looks evenly split. So drum roll please. This next one here. It's B.

[01:02:04] Evan Lee: Oh my gosh, what's going on with the world? The chat is killing me. But it's B. So, this is so funny. Um, like I said, today is all about creative analysis. So we've started with the opinions and what we've started to build that muscle around creative strategy. And what we're going to now do is start to tie this with the metrics and the research that we had started off with. But I know it's some of y'all's first times with us today. So before I get into the meat and potatoes of the analytics end, I just want to say a few words about Motion. So if we haven't met before, we are Motion. It is a pleasure to meet you.

[01:02:37] Evan Lee: We've been championing creative strategy for the past five years at this point. And as you can see, we've literally written the book on it. If you look into our docs tab, you'll see a ton of goodies for yourselves. On top of the content, we've also built an amazing product. Now, this product is built by creative strategists for creative strategists. So we're going to help you a ton along the way in this journey. So, why are we qualified to train you on this? Number one, I've talked about our history and our content. Number two, it's all about the data. So we work with the top brands in the industry to collect data to understand what's working best in creative strategy. But we can't forget about number three because number three is ultimately my favorite. You all. My heart. We have the best community ever. You are all the freaking best. Round of applause to all of you. Especially so many of you who are showing up week after week and putting the work in. You make me so freaking proud. Oh, oh my gosh. Okay. So, now I wanted to do a really quick recap on the curriculum. So the first one is actually talking about our mobile app. So we've just launched this. If you have an iPhone and you've been loving Inspo or if you've been loving Runith and chatting back and forth, you can actually extend that experience onto your phone, so it's quite natural. So if you want to attend, if you want to check this one out, head to the App Store if you have an Apple iPhone and go ahead and download that. And then I asked a little bit earlier about the uh about the usage of Claude. We have a very exciting announcement that we've actually launched our very own MCP. Now, at the end of this session, I'm going to get into a lot more detail, but for for now, Melissa is going to share a couple links. So it's to the App Store where you can download the mobile app, but also instructions of how to install our MCP. Because the good thing about the MCP is is I saw a lot of people have questions during Dara's section. And for anyone who has ad account data, you'll also be able to pull in that ad account data without any risks of getting that ad account cancelled. Okay? Now, I'm going to get into a lot more detail later, but I want you all to have a head start while you're listening in the background. Just go ahead and download the mobile app and install the MCP, so you're in a really good state. Okay?

[01:04:50] Evan Lee: Fantastic. So, we've made it through our updates. Now, I wanted to do a really quick recap of how we even got here. So, to kick us off, I just wanted to remind everyone that direct response is everything. So, I was thinking back to Will's presentation last week and some of the comments around AI ads and how AI ads are being like torn down in the comments. And then what that got me thinking about is like, I know we all have a ton of baggage that we bring to our work. And the interesting thing that I wanted to call out with direct response being everything is that if something works with your intended audience, do it. Like it's kind of that simple because you're understanding what your audience wants there.

[01:05:32] Evan Lee: So being a great creative strategist ultimately means that your job is to understand your customers the best. How to talk to them, what to show them, all that good stuff. And all of this is developed through the research that we have initially conducted. And since we're here today to talk about analytics, what I really wanted to call out is that the analytics are the proof that you understand your customers the best. So that's how the story really starts to come together. Now, what I love is is that I was thinking back to Dara's presentation and she had a really great slide from her presentation that actually outlined how direct response is everything and that creative strategists understand their customers the best. And the slide that she had was this one.

[01:06:15] Evan Lee: So basically, when I'm talking about understanding your customers the best, the goal is to get here and what you see. So this very point. So, everyday dose, this is a brand that knows exactly what works with their customers. So you can see in that messaging angle, they found the winner. Poop every day. Every pooping day. Pooping every day. But they found what works and then you can see that consistently throughout every creative. And then what they've done on top of that direct response messaging that speaks exactly to the intended audience, the way that they want to. What they've done is they've mixed it up and maxed out how many different visual formats that they're able to do. So here's how I want to challenge everybody today, okay?

[01:06:58] Evan Lee: So the big thing for me is that anyone can be told to look at a dashboard in a specific way. That's anybody. But what I want to do is shift the philosophy from this state, so of consuming dashboards, reporting what happened, and just being a consumer, which be which is being passive. I want to change that mentality of passive passive consumption to acting like a detective that can form an independent analytical perspective. Okay? Down for this everybody? That's the place that we want to get to. Now, it sounds all like fluffy in theory, but what I will say is that if you want to build out your own perspective, the way that you can get there is by building out the right hypothesis that you're then able to validate.

[01:07:43] Evan Lee: So what I always say here is that every ad is a hypothesis. What do you want to learn? And those hypothesis can happen at three different levels. And we spoke about these levels in our very first session that you would have had with me. So that's where we're talking about the org, the team, and the individual level. Now, when we're thinking about these hypotheses, at the individual level, this is where you're talking about individual ads. So some of these examples look like, hey, the CTA will drive more people to my website or using this model will increase my click through rate. But then if you're thinking about a team level hypothesis, what you're starting to think about is like, if I add more creatives to this product, it'll drive more sales. Hey, creator ads will actually outperform or perform our internal ads. Like can I actually validate these things to be true? Yes or no. And then at the org level, the types of hypothesis you're making look something like this. You're starting to say, hey, which products does it make sense to spend our dollars on and what's the offering that makes the most sense? Or do we adjust how we measure the performance of our ads because of the cost structure and like so the fixed and the variable cost that it takes to ultimately produce what we are offering to the world. So these are the example of hypotheses because once you have them, this is what validation starts to look like.

[01:09:02] Evan Lee: So you want to get to a point where you're validating true, false, or needs more time. The way I like to think about it is that like every ad is an opportunity to learn something and then the faster that we learn, the more we know about our customers, what works and what we should do more of. What I will say is this is not subjective. It either works or it doesn't or it needs more time. So this is where validation happens on the creative analytics side. Okay, folks? Um, so we've gone through a bunch of theory together up front here. I do want to jump into the meat and potatoes and the weeds of it so we can analyze some ads. And the way that I'm going to do this is at three separate levels. So the first level is at the individual ad level, how are we measuring that? The second level is the campaign slash uh like product level analysis, so higher level basically. And then we're doing some macro type types of analysis. Now, to set the stage before I jump in, I'll just like bring up a couple slides that will be helpful. If you screenshot them, great. You can also check the docs tab that it's going to be here. So, the heart of all of this is understanding your metrics. If you can understand your metrics, you're in a really great spot. And we've tried to simplify it to the best of our ability to say these are the metrics that tell the story of how your ad is performance uh performing. So I'm going to walk through these in more detail and descriptions once we dive into uh the actual analysis. But go ahead, you can screenshot this or capture it later. And then on top of this, there's the diagnostic side of things. So this is how you'll actually diagnose these metrics to determine what type of changes you will make. Like I said, we're going to jump into a bunch of examples in a second here. Okay?

[01:10:38] Evan Lee: Fantastic. So let me go ahead and share my screen with you all now so I can go ahead and walk through the individual type of analysis. Okay, folks? I'm a little bit behind on the chat. So if there's anything super important, let me know. Try to get my attention. I'm also realizing your boy needs a haircut. Jeez, got to come back to life. Okay.

[01:11:01] Evan Lee: All right, fantastic. Just to confirm, can everybody see where it says top ads, right at the top of my screen here? We good? We good? Yes, fantastic. You all are the best. Thank you very much. Everyone jumps in with a million yeses. You know how this goes. So the first thing that I wanted to talk about were some of these metrics that you want to start to understand and how you can set the stage for you to start conducting analysis. So I'm not sure if everyone was around, but there was a session when I talked higher level about like funnels and understanding ads. I'm going to assume that you'd listen to that, but if not, hang around at the end and we can get into that in more detail. Because the first thing that I wanted to to call out when you're conducting your analysis is that you want to go ahead and focus on a specific stage of funnel that you're running ads against. So what I mean there is, you'll notice that I'm saying that I'm only focusing on my prospecting and not my retargeting. So just for quick definitions, prospecting is targeting anyone who has not been to your website before or within a certain time period. Whereas retargeting is looking at anyone who has interacted with you in a set time frame. So this prospecting is more cold audiences and those are the people who want to draw back to us. Once we've set the stage to be able to conduct that type of analysis quite well, so only looking at cold ads. The other thing here is now actually getting into the metrics. So I've simplified the crap out of it. I've actually tried to make it very similar to what it looked like in that slide that I had. But you can see here that the metrics that I've pulled up are spend, first frame retention, thumb stop and the list continues. And the really great thing is is for anyone who's jumped into motion, you're actually able to hover over these so you can actually see the calculation. So it's like, well, I get it, but how is it calculated so you get the math behind it? Really easy to make that happen. So let's chat through each of these metrics first before we start conducting that analysis and making decisions. If anybody has any questions, I can't see the event chat all that well because of a pin uh the pin piece. So I'll try my best to capture them along the way. Uh but I'll also be looking at the slack channel and things that pop up there. Okay? Okay. Fantastic. Yeah, I've struggling a little bit there. So if we talk through the metrics, the first thing is about spend. So what spend is is that you're really leaning into Meta's algorithm because if you're able to successfully spend dollars on an ad, what that means is that Meta has deemed that ad as relevant to an intended audience. So you're literally able to say like yes, this deserves to spend money towards that audience. So what you're looking for is you're looking for ads that have actually accumulated quite a bit of spend while also hitting your goal metric. So that's the spend side of things. If we continue through and we actually jump to the bottom really quickly, I had mentioned goal metric. So in our case at motion, what we call it is like a form fall back, so it's like who filled out a form. But if you're working with a DTC brand, that might be some like uh a cost per purchase or you're looking at a return on ad spend. Or if you're a SAS company, you are looking at the cost per appointment booked or how much did it cost to generate a lead essentially. So your bottom line metric is really important because it contextualizes everything else. If we spent $20,000 on an ad and this cost per form feedback was $100 wouldn't have been smart and wouldn't have been successful ultimately. What we want to do is balance how we analyze these two together. and I'll get into more concrete examples in a bit. Now, if we look at everything in between, this is starting to give us engagement metric insights into how we can actually evaluate creative to say if it has the leading indicators of being successful or not. So what the first frame retention here is measuring is it's basically measuring your thumbnail or it's measuring how likely is it that someone even starts your video or scrolls on past. Because what we have to remember is is that people can either stop to watch your video or they continue on scrolling. And what this first frame retention does really well is think about yourself scrolling through your social media feeds. Essentially, if someone scrolls right on by and never actually stops, you're going to have a lower first frame retention. So here you're always going to want to see this typically above 90%. If it's not above there, you got some work to do on that thumbnail in the first frame that exists, okay? Fantastic. Now, the next thing is on the thumb stop. So the thumb stop ratio can also be called the hook. You know how we've talked about hooks a ton. We can use that interchangeably. But why it's called thumb stop within motion is that it's literally saying, are you able to stop someone's thumb from scrolling? So making it very tactical that way. So what thumb stop is saying is before you can get anyone to click to go to your website, you need to get them to stop their scroll or else there's no engagement. That's ultimately going to happen. So this case we're measuring the first three seconds. Are we able to get someone to stop their scroll and watch at least the first three seconds to get that hook right? Okay? Fantastic. And then after we have the thumbs up here, the next thing that I move to is our 100% video play rate. Now, what this is looking at is if we have a video asset, typically what we want to see is we want to see that most people are watching that video to completion. So are they then saying, not only have I stopped in the first three seconds, but I've gone ahead and I've actually watched the entire video. So making that happen. And then finally, on the click through rate wise, this is making sure that people are now not only watching and engaging with your creative, but then clicking and going to your intended destination. Now, I'm seeing a lot of questions pop up of the difference between first frame retention and thumb stop ratio here. So thumb stop ratio, that measurement is specifically 3 seconds. So are people watching at least three seconds of your video. Cuz here's the thing. Someone might watch one second and say peace, like this one isn't for me. And then that's not a win. We want to capture that attention for meaningful time and meaningful time up front to stop the scroll, we define as three seconds. And then what first frame retention is looking at is it's basically looking at, has anyone actually even started the video? Or did they just keep on scrolling because the thumbnail wasn't interesting, the first thing they saw wasn't interesting. It didn't match up. If you're ever curious about the equations here and you're in motion, like I said, you can just hover and if you look at the bottom, you can always hover as well and then you'll get the definitions of what's been going down, okay? Fantastic, everybody. So, that's a quick definition of metrics. Do we have any other questions? James, do you think we can kill the pin message just in the in the uh the event chat? Thanks. Okay, great. Thank you. Lan says people and says, "People's attention spans are limited as disgusting these days." It's culture. Everything changes over time. You know what I mean? So, it's culture. Everything changes over time. I saw another question from uh Christopher. Christopher asked, "What is a good thumb stop ratio?" So, there's industry benchmarks. I actually suggest checking out our benchmark report or interacting with R&H within motion to ask about the benchmark. We can talk about that later in deeper examples. But Christopher is an immediate response. I actually encourage you to anchor against your own account first. it actually means nothing if industry benchmark is let's say 40 but your average is on the extremes let's say you're at like 70 or let's say you're at like 20. The industry benchmark doesn't even matter first it's like how do you get yourself to compete against yourself and move up the chain but there's a lot of works that you can do there and then uh roughly let me know if I pronounce that correct but basically roughly asked are you able to is this able to be transferable to organic. Um here and there so video metrics you can get yes so you can look at the the watch times. But what you're not going to get is is uh as detailed bottom line metrics. So like I was talking about on the on the return on ad spend, cost per acquisition, cost per form fall back. That's not always going to be there because it's a little bit more mercurial, okay? Okay, and then Laura asks, is it always three seconds or that or can that be defined per project? Really great question. Uh it's typically for platform. So with meta, best practice is three seconds. That's the available data that they send back and I think it's a really good middle ground. If you're looking at Tik Tok, you have two options. You can play with 2 seconds or 6 seconds. But a lot of the times this is determined by the platforms. Um, so Laura, sorry, there's a weird way of answering. It's like, it's the data we get back. So you're not always able to define, oh, I want to see four seconds. It's like, no, you might not have that detailed of data. You can do some math, but it's usually just related to the math uh the metrics we get back, okay? Amazing. And then finally, because I think then I'll move forward to the analysis, but Angie asks a really great question. Angie says, should number of sales be a crucial metric to evaluate? 100%. If we're not here to make money or generate the bottom line metric that we want, we can't really we can't really say this successful. So if we had the best top uh if we had the best engagement metrics ever, but we had a very poor bottom line metric, it wouldn't be a win. We'd have to work our way to get to that point. Okay, let the questions keep rolling in. If you can, throw it into the Q&A tab, I'll jump N right at the end to get to them. But I want to start conducting this analysis together, okay everybody? Fantastic. So what I wanted to do first was start talking about what is a top performer that I'd alluded to. So now what you're seeing here is that I've changed my views a little bit. So I've moved from that creative first view to now a view, if I zoom in a bit, to now a view where I'm actually looking at it from a bar chart perspective. And what I'm doing is to Angie's point, the first thing I want to do is I want to anchor against my bottom line metric because if I'm not winning on the bottom line, I got so much to figure out. I might have to reinvent the wheel. Whereas if I am winning, it makes it as an easier starting point. So basically, what I've done here is I've isolated it down to my spend metric, so how much money's being spent and I'm comparing this to our business metric. Like I said a million times before, this could be cost per acquisition on your end. Cost per lead, cost per purchase, return on ad spend. It varies depending on the industry that you're in. Now, in my version of the definition here for anyone who'd uh who this might be new to, essentially, cost perform fallback, I want this number to be as low as possible, because essentially what it means is that I'm paying very little for each purchase, whereas if it's higher, I'm paying a lot for each purchase or whatever the action is that I want them to conduct. So here when I'm looking for my top performers, the very first thing that I actually want to do is I want to go ahead and say like, okay, Where am I spending dollars and then where am I actually seeing strong returns? Because these are ones that I can keep in my memory and then my my my history log of inspiration of what has worked so we can continue moving forward. And my clear examples are things from Elias, things from Terra that we see here and then maybe even Mateo right down here. So these are ads immediately I know that I'm just going to say like, okay, let's spend more money or let's make some more of these creative that are very similar. So tying that story together quite nicely, okay? But the other big piece here is like the winners are obvious in this case. It's like spent a lot and we see really strong returns, spend or double down, very obvious. But the things that I want to call out is where is it less obvious? So where can we find opportunities to say like, well, there are some leading indicators of success, but it needs some more work. So this is where I actually think a ton about iterations. So we can talk about iterations in three different stages. Okay, everybody? So in iterations, let's do this. We're going to talk about hooks. So the first three uh I wouldn't I wouldn't worry about form fall back. Just take that as a bottom line metric. So that could be cost per purchase. It could be like anything the business cares about essentially. But when I'm talking about iterations, let's do three variations of this. The first thing we're going to do is talk about hooks or those subop ratios. The next thing we're going to do is talk about who's watching the entire video and then Finally what we're going to chat through are landing pages and offers. Cool. So let's kick off with the hook iteration opportunities. So now you're going to start to see here. I'm using some metrics. Let me make it a little bit more familiar to everybody. I'm using some of the metrics that I'd talked about earlier. So what that means here is that you're looking at that I'm leading with my thumb stop ratio. So again, who is stopped to watch the first three seconds. And then I'm following that up by our click through rates. So who's clicking and going going to the intended destination that I ultimately want. So when I'm seeing something like this, what I'm looking for are areas where I might not actually be stopping people enough, but I'm getting them to click at a really strong rate. So you'll notice that I have some two lier creative, Terra and of course. But you'll notice that I have another creative on the far right over here. And now let's talk about what we notice everybody. We tend to notice that the thumb stop ratio is quite low in comparison to the rest of the account. But then when we look here and we look at our click through rates of people clicking and going to the intended destination, it's not too bad. You can see that it kind of hangs with what we're seeing across the board. So basically, when I see a creative like this, what I can start to do is I can start to build out my hypothesis for the metrics that I want to move. Let's go through this together. So for this creative example, What we could say is is like, okay team, the hypothesis I have is that I want to increase my thumb stop ratio. So more people stop their scroll, but I want to maintain a similar click through rate to get people clicking out because if more people stop their their scroll and we have a similar click through rate, we're getting a lot more people to go to our website at the end of the day. So now I've aligned my hypothesis with the rest well myself first, but also the rest of the team. Now when we're thinking about how do we actually make a change? This is where it involves the rest of your creative team. Because what they are going to ask you is like, all right, Evan, I know you want to increase your thumb stop ratio. How the hell are you going to do that? How does that look? And what you can start to do is you can actually look to the top left to see what's already crushing it right up top here. So you can start to say things like where are we already stopping people in their scrolls that are doing a really good job? And can we take inspiration from it to tell some of that story. So how this can start to look is if we move it into application is what I might actually do is I'm going to isolate down to the two creativi that I was just talking to you all about like so. From here, I can actually move back to our card view, so this really simple view that we're talking about earlier. And then I'm also going to simplify it to the metrics that I just talked to you all about. So let's only put our thumbs up and let's only put our click through. like this. Because what I can do is I can actually go ahead and share this insight with anyone. So I can literally like take in from Terra and apply to. And I might say like mimic first three seconds. Because essentially when you're starting to share, I have to create it later of course, once you have this link, you can essentially share it with anyone in your ecosystem and they can actually watch the creative down download the creative so they're able to literally copy and paste. So it's literally like a mash up. Or they can take inspiration from it and re-record it. But the end goal is and what you're trying to validate is if you change that first three seconds, are you able to get someone to stop their scroll more. So really easy across the board. I saw a couple questions pop up of like do they need to have motion to receive that link? No, they do not. Anybody can receive that link and they can watch the assets, download the assets, okay? Fantastic. So everybody, that's the first stage of the equation when we're talking about the first three seconds and how to analyze the data. Are we on the same page? Is everyone feeling okay? We're feeling okay? We're alive? Ish, ish, yes, yes. Okay, so let's move forward here. The next thing I wanted to talk about was talking about the watch times. So someone watching the entire video is that happening? Yes or no? So, there's two ways to do this. There's the complicated way and then there is the the more detailed way. Personally, I actually like the more detailed way. Um, but for example, sake, let's start with the easier way here. Okay. So, where I want to anchor everybody is in this example of who watches the video, what we're going to assume is or honestly, the Beckdin assumption is is we want someone to watch the entire video. Right? Like that's ultimately what we want. But here's the thing. Let's remember these are humans on the other side giving us this data. And if we imagine ourselves that are scrolling, if I'm watching a video, I'm going to take one of two actions. One is bad, one is good for the brand. The first one is I'm going to say, this video ain't for me and I'm going to keep scrolling and then now you've lost me and have to try and get me back. Or the other thing is is that as I'm watching it, I like it. And once I like it, I click. And once I click, I go to where I where you want me to go. So why that becomes such a cool story is is because if someone's not watching the entire video, it's not necessarily the end of the world in that case, okay? So if we do a really high level example here, what we're starting to look at is we're looking at 100% video play rate on who watched the entire thing and who's clicking out. Now, let's ignore the Terra ad, Terra's on our team, people have seen Terra in the chat. Terra's awesome, she crushed it here. But what we're actually looking for are instances similar to that thumb stop ratio example. So are there any instances where people are either watching the video but not clicking or they're not watching the entire video but they are clicking. Now, I don't have the best set of ads here. I was hoping what I'd see is like a high rate, a high watch but a low click. because if you see that in your account and people are watching it but not clicking it, you probably need a stronger CTA. Like if we imagine together that it said 7.91% of people are watching the whole video, but the click through rate was 1%. What I then say is like, let's watch this whole video and let's change the click through rate right at the end or uh change the uh the CTA right at the end. Make it more prevalent, essentially. But the other side of the equation is like, where aren't people watching and where are they clicking? Because if we see this happening, what you might want to do is similar to the CTA conversation is you might want to actually shorten the length of this video because people aren't watching the whole thing. It might be too long. Saw a lot of your reactions with that uh John's Road video ad, right? So you might be able to shorten this one to make it a lot more accessible while bringing your call to actions a lot higher. So that's the first thing of like when it gets a little bit easier. I wish my data set was a little easier to understand. Honestly, it just makes a bit complicated. But the detailed way you can do this is if we scroll into this table below, because if we scroll down here, what you're actually going to notice is you're going to see not only do we have the 100% video play rates. We're now looking at it as a funnel. So how many people first make it to 25% of that video, then 50% of that video, so on and so forth. Because why this gets more interesting is because you could have a crap ton of eyeballs up to a certain point in time and then you lose them all. And like that's a good not a point that you want to be in, right? So if we look here, let's use the as the example. We know it's crushing, like there's a strong click through rate as we can see here. But what we notice is is for the first 25%, basically 41% of people are watching this. It's like holy crap, of the people who started the video, 41% get to how long is this thing? Uh, they get to so 20 seconds. They get to around 5 seconds of the video. That's awesome. But then after that, you see here how we lose close to, let's call it 40% of people. Now, if we saw that we had this many eyeball and we lost this many people to 50%, what we need to diagnose is what I mentioned earlier. Are they clicking to go to where I want them to go or are they leaving? So this is where I'd say if I see this type of drop off, if Tara's click through rate wasn't this high, I'd be like we got a problem. Mission critical. We have all these eyeballs that we need to take better advantage of. But the thing is with Tara, we know a lot of people are clicking on it. So these people are dropping, I can actually make a strong correlation that they are going to where I want them to go. So there aren't actually any changes made. Okay everybody. So that's the analysis on like when we're talking about when we're talking about uh like iterations within the creative and we've alluded to some of these a little bit before. Okay? Amazing. So the next part of these, uh Lizzie asks, can you play each of these? Yeah, we can watch one. Let's watch. That was a visual. This is a visual hook. Grab the phone out of the garbage. Visual hook. Anything I see in the first three seconds of the video is the visual hook. Make your hooks better, make your content better. Get the full list of hooks you can use right now in motion's free top hooks guide for 2026. Click below to get it before it goes viral. Killed it. So that's the first one and then the one we can watch it. Let's do it. Your hooks suck. Every day you don't fix that, you're wasting time and burning budget. Most marketers right hooks by instinct or just copy something they saw online. But the top 1% create hooks like a system. Motion analyze the data behind $14 billion and paid media spend. And they found five hook tactics that actually convert. Confession, bold claim, relatability, contrast, curiosity. Each one hits a different psychological trigger. And they built a completely different type of graph around. Plus seven underlying principles and a daily workflow. So you aren't just writing a good hook once, you're actually building a system. Click below to grab it. It's completely free. Stop letting your ads die at the bottom of the ad account with zero spend. Debbie won't diabolical in the chat. Oh my gosh. Everyone's asking for the guide, we can send this out after. We can send this one out after, okay? So I think we can either link it in the chat or it's in the doc app if you can, but we got the hook guide everybody. We got the hook guide. Amazing. So, up until this point, we've talked about the creative analysis. So we've gone through spend and returns and all of the metrics in between on how you can use this data. along the way, okay? But now what I wanted to talk about is that we don't always have a creative problem. Like you might spend all this amazing time on a creative and then we look at that bottom line metric and we're like, holy crap, we suck. Like this isn't working. We got to try even harder on the ads. But here's the thing. Creative strategy isn't just the ads. So the really cool thing we're doing at motion is like our creative strategy team actually owns organic, the paid ads like we've been talking about, as well as landing pages and offers too. Because just as important to someone interacting with an ad or an and an organic post, we need the offer where they land to be very similar so it actually encourages that purchase. You're not going to be successful if your ads are driving to a dead page. So the last part of this equation is actually going ahead and trying to highlight where might you have a landing page opportunity, okay? Okay. Now, I've seen a million people get so confused about the metrics that I'm showing here. I'm going to say this, please, if you see other people comments on it, I need you to have my back. This metric of the bottom line metric is going to change depending on the brand you work for. If you are a D-TC brand, this metric will most likely say, not, RoAs. So like return on adsbend. Or it's going to say cost per acquisition. Uh, cost per purchase, something along those lines. So this metric is just however the business defines bottom line, okay? So now, with that in mind, let's get into an analysis here. So in this specific creative, the most uh, like as close as we get to bottom of funnel metric in ad performance is click through rate outbound clicks. So are we getting people to go off of this ad to the intended destination that we want them to go. That's very important. So basically, click through rate lets us know are people clicking going where I want them to go. And And finally, whatever your bottom line metric is, mine just so happens to be called this, sign up survey complete. Don't get distracted by it. Remind me, don't get distracted by it. But basically, this is letting us know, are they completing the action that we want them to do? So when we're looking at this specific uh, like campaign that we are running, you're going to notice here that we have a bunch of ads that have closed to a 5% click through rate, which is nuts. Like I'm happy in my account at that point, like if I contextualize, right? But the thing is you'll notice that I'm not getting any conversions that I'm happy with here. So when I start to see this what it tells me is that you know what I have a pretty darn good creative. This is getting the exact results that I want. I can even add like let me add thumb stop ratio so we can compare. We can even add more metrics to be like is that true? It's like oh yeah that's pretty freaking good. And then if I see this I can also see that people are clicking and going where I want them to click but then you're no longer purchasing. So now what we can do is let's watch this video together, okay? Shout out to Alicia. Everyone, Thursday crew, we're going to Alicia well, but shout out to Alicia. If you're spending 250k a month on Meta ads and your team can't tell you why your top ad is working, that's a problem. I'm Alicia, I'm a performance creative consultant and I've talked to the biggest brands in DTC spending six and seven figures a month on Meta. And after a while you start to see some patterns. The brands that are really struggling to find winners in scale right now have one thing in common. They can tell you what ads are working, but they can't tell you why. They can tell you which hooks have the highest thumb stop rate, but they can't tell you why. And they can tell you which campaigns drove the highest ADV, but they can't tell you why. The brands who are actually crushing it on meta right now, know exactly who their top ads are speaking to and how. And they've embedded those types of creative insights into their system. One of my favorite ways to do this is with motion. Motion puts creative at the forefront of their reporting, which is a crucial perspective shift post and drama. Plus they have all these AI tags which help you find patterns in hooks, messaging angles, visual formats and even audiences without naming conventions. And it gives everyone on the team access to performance data so they can get the answers that they need when they need them instead of waiting like a week for a deck from a media buyer. If you are serious about scaling with Meta ads in 2026, you need to understand your creative in this level of detail. Look on this ad to have your team try motion for free. Trust me, you won't regret it. So Alicia made a pretty good ad. Like that's where that's where I stand and what the data starts to tell me, right? And someone called out Tiffany sense Tiffany said spend is so small though, 100%. So everyone remember what we're looking for is scale.

[45:01] Evan Lee: I'm really just operating off of an example for now. [45:04] Evan Lee: So it's just trying to show like a demonstration of what this data could look like. [45:07] Evan Lee: But Tiffany's got it right. [45:08] Evan Lee: We'd want to see more spend. [45:10] Evan Lee: So now, if you see something like this, what you'll then want to do is investigate the landing page. > [VISUAL: The speaker clicks on the first creative in the chart, "Book a Demo - alysha UGC...".] [45:17] Evan Lee: So basically, if we click in here, what we're now able to do is we can go ahead and see what landing page are we driving people to. > [VISUAL: A smaller dashboard view appears for the selected creative. The speaker hovers over the landing page URL.] [45:25] Evan Lee: So now when I click this, and I'll bring you all with me, where are we driving them to? > [VISUAL: The screen changes to the Motion app homepage. Headline: "Make ads that win (without getting lucky)".] [45:31] Evan Lee: We put them on the homepage. [45:33] Evan Lee: So now the homepage is further education of what should we try and get them to do at this point. [45:40] Evan Lee: And what we might be able to say at Motion is it's like we need to be smarter about where we where we drop somebody in this process. > [VISUAL: The speaker navigates to a different landing page with a form to book a demo.] [45:47] Evan Lee: Like should we drop them on a page that looks like this? [45:50] Evan Lee: Ah, probably not. [45:52] Evan Lee: It's probably still a little bit too generic. [45:55] Evan Lee: But we want to get smarter. [45:56] Evan Lee: Let me see if I can pull up what the team is actually done here because I think we've we've gone ahead and launched a new one. > [VISUAL: The speaker navigates to another landing page with the headline "Stop guessing why your ads win or lose." and a form to book a call.] [46:06] Evan Lee: So basically, an example could be, it's like if we want to talk to people, uh, am I not reading someone's message? [46:17] Evan Lee: Sorry, I'm reading the chat at the same time. [46:19] Evan Lee: So basically in this one, it's like we start to change the headlines of stop guessing why your ads are winning or losing. [46:25] Evan Lee: Then we see what the offer is on the call there. [46:28] Evan Lee: Then we have some education of what are we, what do we do and who are examples of what we work with and what happens in 30 minutes. [46:35] Evan Lee: So it's trying to create a scenario where everything is linked. [46:39] Evan Lee: So we're basically saying like, does the creative, because it's working in terms of engagement, link well with the landing page? > [VISUAL: The screen returns to the Motion dashboard.] [46:46] Evan Lee: So this is the final step of the equation, everybody. [46:49] Evan Lee: I want you to go ahead and not only analyze how that ad is performing, but also tying out to the actual landing page performance and if it needs some work there, okay? [46:58] Evan Lee: Amazing. [47:01] Evan Lee: Amazing, amazing, amazing. [47:02] Evan Lee: Okay, so I've gone through a bunch of individual ad analysis. [47:07] Evan Lee: It's like we've talked about these individual ads. [47:09] Evan Lee: The next thing that I want to do here is I want to shift gears a bit and take a step back. [47:14] Evan Lee: So I want to talk about a higher level analysis that probably team level and org level people will care about. [47:20] Evan Lee: Similar to the type of hypotheses that I had introduced earlier. > [VISUAL: The screen changes to a new dashboard view titled "Product comparison".] [47:24] Evan Lee: So where is the right place to start? [47:27] Evan Lee: So so far, we've lived in a world where we're where we're looking at the exact creative. [47:32] Evan Lee: What I want to do is pull us out a little bit. [47:34] Evan Lee: So if I jump in here, what I'm now looking at is a product comparison, let's say. [47:40] Evan Lee: So here you can actually see how, uh, that's not working. [47:44] Evan Lee: But you can see how I've now taken a step back and we can see that I have a product that's creative insights, AI tagging, highlights, multiple products, all that stuff. [47:55] Evan Lee: And you can basically see that I've gone ahead and I've grouped all of the ads within that specific creative into a certain bucket. [48:03] Evan Lee: This lets me build higher level hypotheses to determine what to do next. [48:09] Evan Lee: Let's talk about an example here. [48:11] Evan Lee: So instead of looking at one ad that's only related to one feature, I'm now determining at a higher level how to dedicate and allocate my time, my spend, and my resources. [48:23] Evan Lee: So in something like this, what I'm ultimately looking for is I'm looking for a scenario where I see health. [48:29] Evan Lee: And how I've defined health is, and we've gone through different metrics, but just to keep this one more straightforward, we're saying where are we getting people to stop their scrolls as well as click. [48:38] Evan Lee: And where's the thing that immediately stands out? [48:41] Evan Lee: Our competitor analysis side of things. > [VISUAL: The speaker clicks on the "Competitor Analysis" bar in the chart, opening a pop-up showing the top-performing ads in that group.] [48:42] Evan Lee: So we can see the individual creatives that are within the competitor analysis. [48:48] Evan Lee: Uh, we'll let that load in the background. [48:51] Evan Lee: But why this becomes helpful is is like here's an example of a hypothesis I could run with for the week. [48:57] Evan Lee: So for the next week, what I want to do is I actually want to spend more money on our competitor analysis product. [49:03] Evan Lee: And if we spend more money on the competitor analysis product, guess what? [49:08] Evan Lee: We should make more creatives to support that. [49:11] Evan Lee: And if we're all aligned that this is the goal for the week, essentially, if we want to spend more money, we need more creatives to support that spend. [49:19] Evan Lee: So that's where, like I was showing earlier, if you click in, you can actually see which creatives are doing quite a strong job of getting people to stop their scrolls and click. [49:28] Evan Lee: So now, similarly to what I had shown before, you can use this as an example and send it to your team to literally say, well, okay, what creative's crushing it? [49:37] Evan Lee: Use this as an example as we populate more creatives into this specific bucket. [49:43] Evan Lee: So this gets super helpful primarily because, uh, like you're we're looking at it at a product level, but why it's so flexible is that you can also do this at a creator level. > [VISUAL: The screen changes to a new dashboard view titled "Creator Comparison - Event Registrations".] [49:53] Evan Lee: You can do this at a SKU level, whatever you want. [49:57] Evan Lee: So in our creator world, we can see like there's Sarah, there's Sailway, there's Oren, everybody. [50:03] Evan Lee: So now we can compare like which creators do we want to spend our dollars against? [50:08] Evan Lee: I know we have a lot of creators who are in the house here. [50:11] Evan Lee: This is a really great way to earn your keep, like seeing how like creatives are honestly performing against influencers or others. [50:18] Evan Lee: I know Alex, I got to make some ads for real, right? [50:19] Evan Lee: Jeez, jeez, you're catching me lacking. [50:21] Evan Lee: Catching me lacking. [50:23] Evan Lee: So you can do it at that creator level. [50:26] Evan Lee: Now, the final thing, Elizabeth says, can we see the the Sailway ad? > [VISUAL: The speaker clicks on the "Sailway" bar in the chart, opening a pop-up showing the top-performing ads in that group.] [50:30] Evan Lee: We work with Sailway a ton, so there's a bunch to show. [50:32] Evan Lee: So let's let it load up a bit. [50:35] Evan Lee: Let's let it load up a bit. [50:46] Evan Lee: Okay, apparently I'm a thousand messages behind on the chat. [50:48] Evan Lee: If you are getting ignored, that's happening. [50:49] Evan Lee: I'm sorry. [50:50] Evan Lee: I'm literally just like reading the top as I see them pop through. [50:57] Evan Lee: Oh man. [51:01] Evan Lee: Okay, great. > [VISUAL: The pop-up loads, showing several video ads from Sailway.] [51:02] Evan Lee: So you can see here, these are a bunch of Sailway stuffs and if we click in, > [VISUAL: The speaker clicks on one of the ads, and it begins to play.] [51:06] Evan Lee: you can watch one together. [51:08] Evan Lee: 2026 trend predictions. [51:10] Evan Lee: We're going to see more products than ever completely crafted for social. [51:14] Evan Lee: Visually interesting skincare, branded eye patches, packaging so beautiful, it just has to be shared. [51:19] Evan Lee: We'll see more brands than ever pouring resources into creators. [51:22] Evan Lee: Whether that's rolling out employee-generated content programs, hiring creators in-house, or training their own leadership to become creators. [51:30] Evan Lee: The offline, online, offline loop. [51:32] Evan Lee: More brands than ever will be investing in in-person events and out-of-home campaigns to build trust. [51:36] Evan Lee: But they'll be specifically built for virality to push users back online and convert them there. [51:41] Evan Lee: Guys, if you really want to cut through the noise in 2026 and find out what all the biggest brands are going to be focusing on, do not miss Motion's 2026 Creative Trends event on December 18th. [51:50] Evan Lee: Motion is the leading creative analytics platform and they're rounding up some of the top voices in social media, like Oren John, Alfred Samba, Dara Denny, and so much more. [51:59] Evan Lee: They're going to be dropping the trends that are going to rule social in 2026. [52:03] Evan Lee: Cultural movements and how they will shape content, direct response trends and how they're being rolled out at top tier agencies, plus so much more. [52:10] Evan Lee: Tap below to register now. [52:11] Evan Lee: It is totally free and you do not want to miss this. [52:15] Evan Lee: Love. [52:16] Evan Lee: Love, love, love. [52:17] Evan Lee: I'm seeing people say the event was so good. [52:19] Evan Lee: How do we, there's a good question from Tina says, how do we give creators freedom? [52:22] Evan Lee: I think like there's a bunch of creators here who can probably jump in in these chats and provide their their input, but I can get to that one at the end too, speaking from the the brand side. > [VISUAL: The screen returns to the "Creator Comparison" dashboard.] [52:31] Evan Lee: So that's an example of how you can start to say like, okay, we want to invest more in Sailway in this go, or it's like we don't want to work with this creator anymore. [52:38] Evan Lee: What's the what's the narrative to ultimately tell? [52:40] Evan Lee: But there's a there's a strong, instead of getting lost in the weeds of the exact creative, we're now stepping up a level and building those higher level hypotheses. > [VISUAL: The screen changes to a new dashboard view titled "Hook Tactic Performance".] [52:49] Evan Lee: Okay. [52:50] Evan Lee: Now, the final thing, the final example that I wanted to call out at a higher level was actually like a hook tactic example. [52:56] Evan Lee: So does everyone remember the the everyday dose? [52:58] Evan Lee: Like poop, poop every day, poop every day, right? [53:01] Evan Lee: So, basically, this one here is that we want to go ahead and be able to say like, okay, well, what hook tactic can we use quite well? [53:12] Evan Lee: Uh, should I go through this now? [53:13] Evan Lee: This might be an example I can allude to later, but I'll see this one through and we'll we'll course correct together, everybody. [53:18] Evan Lee: We're on this journey. [53:19] Evan Lee: We got this. [53:20] Evan Lee: We got this. [53:22] Evan Lee: So, in this hook tactic one, essentially what we're looking for is similar messaging to to Seed, not everyday dose, sorry about that. [53:29] Evan Lee: So to Seed. [53:30] Evan Lee: So on the Seed side of things of like the poop end, essentially, what we're looking for is like which one of these are hitting so we can double down. [53:38] Evan Lee: It's like, ah, relatability fire. [53:39] Evan Lee: Like I can click in and I can watch to see what's working within the relatability side. [53:43] Evan Lee: And you can also play with how you're grouping these together. > [VISUAL: The speaker changes the "Group by" filter from "Hook Tactic" to "Messaging Theme".] [53:46] Evan Lee: So we can not only say hook tactic, but we can look at messaging themes. [53:50] Evan Lee: So it's like, do we see something like eliminate the guesswork and gain clarity? [53:54] Evan Lee: There's a lot more clarity that happens there. [53:56] Evan Lee: So this allows you to say like, well, if we want to tell a specific narrative this week and we think that's going to move the needle in our hypothesis building, how do we pick one? [54:06] Evan Lee: Well, we should compare them all against each other and then go ahead and do this. [54:10] Evan Lee: So that's a really strong example of making that happen. [54:14] Evan Lee: All right, everybody, we've gone through granular creative insights. [54:18] Evan Lee: Now we've done some higher level stuff of being able to resource and take a step out of the weeds. [54:23] Evan Lee: How are we feeling? [54:23] Evan Lee: I want to keep this train going, but but how are we feeling? [54:25] Evan Lee: Is there anything popping up? [54:26] Evan Lee: Any other questions? [54:30] Evan Lee: Ellie made those? [54:31] Evan Lee: Yo, that's so awesome. [54:33] Evan Lee: Oh my god, Poofy every day. [54:34] Evan Lee: Big ups to you. [54:35] Evan Lee: That's so big. [54:36] Evan Lee: That's so cool. [54:37] Evan Lee: That's so cool. [54:38] Evan Lee: Tanya says overwhelmed AF. [54:40] Evan Lee: Caroline says overwhelmed AF. [54:42] Evan Lee: It's all good. [54:43] Evan Lee: It's all good. [54:44] Evan Lee: As you sit with this and go through the homework, it gets a lot easier, okay? [54:50] Evan Lee: So fun, overwhelmed but exciting, chugging along. [54:53] Evan Lee: Yeah, the metrics give you power, everybody. [54:55] Evan Lee: You don't just want to be a pencil pusher, shooting some creative, making some things. [55:00] Evan Lee: What when you have numbers behind your work, it gives you power. [55:03] Evan Lee: So that's why we're talking about the creative strategist role, direct response being everything. [55:07] Evan Lee: Like it's so freaking important. [55:10] Evan Lee: All right, so let's let's keep this, uh, let's let's keep this train moving. [55:17] Evan Lee: Debbie's going crazy. [55:18] Evan Lee: Someone has to talk to Debbie in the DMs. [55:21] Evan Lee: Okay. [55:22] Evan Lee: So, let me go ahead and keep this thing pushing. [55:25] Evan Lee: Basically, what I wanted to talk through now is like, um, higher level insights. [55:32] Evan Lee: So it's like, how do we take an even bigger step back to say like, are we doing a quarterly insight? [55:37] Evan Lee: Uh, even weekly. [55:39] Evan Lee: So everyone's going to go from a white screen to a black screen really quickly. > [VISUAL: The screen changes to a dark mode dashboard titled "Creative Review".] [55:43] Evan Lee: But what I first wanted to talk through was this idea of your weekly meetings or bi-weekly meetings. [55:51] Evan Lee: So we've talked a lot about hypotheses. [55:53] Evan Lee: We've talked a lot about the metrics we care about. [55:55] Evan Lee: I understand this is going to be overwhelming, but let's go ahead and get into it. > [VISUAL: The dark mode dashboard shows three columns: "ACTIVE HYPOTHESES", "TEAM LEVEL", and "INDIVIDUAL PERFORMANCE INSIGHTS".] [56:03] Evan Lee: Now, I'm realizing this is quite dark. [56:05] Evan Lee: Can everybody see this all right where it says creative review, active hypotheses, and this type of stuff? [56:11] Evan Lee: Are we okay? [56:13] Evan Lee: We're living the dream? [56:15] Evan Lee: No. [56:16] Evan Lee: I know, I'm sorry. [56:16] Evan Lee: For anyone saying no, I am sorry. [56:19] Evan Lee: I actually don't know how to fix this. [56:21] Evan Lee: I think I am stuck. [56:24] Evan Lee: Need to turn too dark. [56:27] Evan Lee: Ah. [56:28] Evan Lee: Um, maybe we can try. [56:33] Evan Lee: Can you I've magnified and as I scroll through, does it get a little cleaner? > [VISUAL: The speaker zooms in on the dark mode dashboard and scrolls down.] [56:37] Evan Lee: Like maybe that's helpful. [56:39] Evan Lee: We won't need to get into individual metrics. [56:42] Evan Lee: I'm I'm literally I'm literally just going to go through like high level what the purpose of this is. [56:47] Evan Lee: Okay. [56:48] Evan Lee: Yeah, yeah, yeah. [56:48] Evan Lee: It's all good. [56:49] Evan Lee: We don't need to be able to read every individual thing. [56:51] Evan Lee: So, the very first starting point for me are your hypotheses. [56:55] Evan Lee: Now, you can organize it in any way you'd like. [56:57] Evan Lee: Like you can set it up per product, you can set it up per SKU. [57:01] Evan Lee: There's so many different things that you can do here. [57:03] Evan Lee: But you can see that I am always looking at what are the active hypotheses that we're running, and can we add to these? [57:09] Evan Lee: So you can just add them in and you can even add names like Evan has this one, whatever it might be. [57:14] Evan Lee: And then from here, I can say like, are we testing? [57:16] Evan Lee: Are we validating? [57:17] Evan Lee: Is it validated? [57:18] Evan Lee: Is it invalidated? [57:19] Evan Lee: So on and so forth at every level. > [VISUAL: The speaker clicks on the "Hypothesis Log" tab.] [57:21] Evan Lee: Because where this then takes you to is your hypothesis log. [57:24] Evan Lee: So you're able to look at what have you proved to be true. [57:27] Evan Lee: So you've collected those learnings across the board. [57:29] Evan Lee: What are you still testing and what is false? [57:32] Evan Lee: So it's like we should probably retire that idea. [57:35] Evan Lee: So this here is starting to build out exactly how you want to, uh, like track these. [57:41] Evan Lee: Now, I think a lot of people are asking where is this? [57:43] Evan Lee: I will show in a second, but this is this is going to start leading into, uh, Runneth and what we have going on there, okay? [57:51] Evan Lee: Okay. [57:52] Evan Lee: Fantastic. [57:53] Evan Lee: Now, on top of the hypotheses, what you can start to tell here is that as I go down, I have so many different campaigns that I'm running and I break them down into my campaigns. [58:02] Evan Lee: So I'm looking at, hey, benchmark report. [58:05] Evan Lee: Yours might be a specific product or a specific SKU or a specific offering, something along the boards. [58:11] Evan Lee: Uh, along that board. [58:12] Evan Lee: Patrick says looks like Claude. [58:13] Evan Lee: Yeah, 100%, 100%. [58:14] Evan Lee: And then you just like power it up with more data and insights across the board. [58:18] Evan Lee: So basically, when I'm starting to look at this data, I start with my hypothesis. [58:23] Evan Lee: I get the highest level view of like what's working and where am I fatiguing so we can align on the volume of creative that are needed in each bucket. [58:32] Evan Lee: Then I can get into the numbers. [58:34] Evan Lee: So it's literally diving into to be able to say like, okay, is this performing well? [58:39] Evan Lee: What's not doing well? [58:41] Evan Lee: What are the patterns? [58:43] Evan Lee: And then how is my landing page performing? [58:45] Evan Lee: Like are people buying? [58:46] Evan Lee: It's all of the metrics that I had talked to you all about, except it's summarizing it for me now. [58:52] Evan Lee: So getting easier. [58:54] Evan Lee: Yeah, I see a lot of people mentioning like, is it not Claude? [58:56] Evan Lee: Yeah, it's not actually Claude. [58:58] Evan Lee: It's actually Runneth. [58:59] Evan Lee: It's Runneth. [59:00] Evan Lee: So it's like, I can talk about the differences in a bit of like what we're cooking and like why this becomes more impactful, but like, yeah, it is Runneth. [59:07] Evan Lee: It is Runneth being able to build this stuff out, okay? [59:12] Evan Lee: Okay. [59:13] Evan Lee: So this is an example of like when you're talking about bringing the teams together and orienting them to towards the same goal. [59:21] Evan Lee: Of course, you have the bottom line metric. [59:22] Evan Lee: I think that's the obvious answer. [59:23] Evan Lee: You want to know if you're profitable or not, and we're not ignoring that. [59:26] Evan Lee: I think everyone's on the same page, that's important. [59:28] Evan Lee: But basically, what we have to do is we have to make sure we're always learning. [59:33] Evan Lee: So anchoring it there, okay? [59:35] Evan Lee: Fantastic. [59:36] Evan Lee: Now, outside of these weekly meetings, what you instead might want to do is you might want to, like, take a a farther step back. > [VISUAL: The screen changes back to a light mode dashboard titled "Event Comparison".] [59:45] Evan Lee: So what you can also do is I'll jump back into Motion so this is a little bit more applicable. [59:49] Evan Lee: But it's we're coming up on a lot of big events for brands. [59:51] Evan Lee: Like there's there's Mother's Day coming up. [59:53] Evan Lee: In the summer, there is the 4th of July for any of our American friends. [59:56] Evan Lee: There's also Black Friday, Cyber Monday and everything that's been going on. [1:00:01] Evan Lee: So it's like, there's so much data that has been collected that we can now farm to be able to say what should we do. [1:00:08] Evan Lee: So in my world at Motion, we don't actually run any specific Black Friday, Cyber Monday things. [1:00:13] Evan Lee: So let's just imagine for a second that this is Black Friday, Cyber Monday. [1:00:15] Evan Lee: I've called it an event. [1:00:16] Evan Lee: I've included the events that we run, of course, but instead, you could have Black Friday, Cyber Monday 2023, Black Friday, Cyber Monday 2024, Black Cyber Black Friday, Cyber Monday 2025 as the list continues. [1:00:29] Evan Lee: And you can literally compare each year how they performed. [1:00:34] Evan Lee: Because what you can start to pick up on are the trends. [1:00:36] Evan Lee: Because like we always know is is we can click into see, click into these to understand the top performing creatives across the board. [1:00:43] Evan Lee: Because these are going to be the unlocks that allow you to say this year, this is how we should prioritize and focus our efforts, okay? [1:00:51] Evan Lee: Fantastic. [1:00:55] Evan Lee: Fantastic, fantastic. [1:00:57] Evan Lee: So, what I will say, Nicole, leadership loves this. [1:01:01] Evan Lee: Yeah, it's how it goes. [1:01:02] Evan Lee: I I like these things too, for sure. [1:01:05] Evan Lee: So, Emanuela says it's too many tools. [1:01:08] Evan Lee: I I hope not. [1:01:09] Evan Lee: So I've gone through, Emanuela, just for just for clarity's sake, and for everybody here, I've gone through the manual way to do this first, right? [1:01:18] Evan Lee: Like I've gone through this to be able to say, how do you have the skills to build a hypothesis and then validate it. [1:01:24] Evan Lee: So what are the metrics you need to? [1:01:26] Evan Lee: But I think the other part of this too is diving into, like I like I mentioned to everybody, Runneth. > [VISUAL: The screen changes to a chat interface within the Motion app.] [1:01:31] Evan Lee: So if you use the chat here, you're able to, you can ask these questions really easily and it surfaces it for you. [1:01:38] Evan Lee: So it's literally like which of my creators is performing the best and how does that compare to my internal team's ads? [1:01:44] Evan Lee: Now, all of a sudden, I have the summary and it's done. [1:01:48] Evan Lee: You know what I mean? [1:01:49] Evan Lee: So it gets nice and easy across the board. [1:01:51] Evan Lee: So tooling wise, I want you all to have the skills. [1:01:54] Evan Lee: So if you had no Runneth, if you had no Claude, you can do exactly what you want to do. [1:01:59] Evan Lee: But I want to make sure that everyone has the skills they need to be able to do this on their end, okay? [1:02:06] Evan Lee: Okay. [1:02:07] Evan Lee: Fantastic. [1:02:09] Evan Lee: Now, that is individual analysis. [1:02:11] Evan Lee: We've also taken a step back and we've gone into weekly reporting as well as event reporting so you can pull in insights. [1:02:17] Evan Lee: The next thing I want to talk about is all of this data is related to your own ad account. [1:02:24] Evan Lee: So we've now looked at you have collected this information all related to your specific brand's data. [1:02:31] Evan Lee: That's the starting point if we anchor there. [1:02:34] Evan Lee: Here's the thing, we can also gather insights from brands outside in the world. [1:02:39] Evan Lee: For anyone who's been in any of the other sessions or for brands, for people who have been in the other sessions or have done their homework, you know all about our Inspo tool. [1:02:47] Evan Lee: But I wanted to make this a little bit easier to start tying it together, okay? > [VISUAL: The speaker navigates to the "Discover" section of the Motion app.] [1:02:52] Evan Lee: So what you're going to notice here is let me jump into our Inspo tool. [1:02:56] Evan Lee: So here I've gone from that reporting tab in the top left and I've gone specifically to Inspo here. [1:03:03] Evan Lee: And the first thing that I'm going to call out is that you'll see immediately what are the formats that you haven't tried. [1:03:10] Evan Lee: I can see all of them now that I haven't tried. [1:03:14] Evan Lee: Why this is so awesome is like, let me pick one. [1:03:16] Evan Lee: Like let me go, oh, ASMR is fun. [1:03:17] Evan Lee: Like, okay, here we go. [1:03:19] Evan Lee: Maybe that's a good one to do. [1:03:20] Evan Lee: But if I look at, uh, billboard, let's say. > [VISUAL: The speaker clicks on the "Billboard" format category.] [1:03:26] Evan Lee: So why this becomes interesting is let's marry some of this story together. [1:03:30] Evan Lee: So basically, I'll pop back to a report that we were looking at a little bit earlier together. > [VISUAL: The speaker navigates back to the "Hook Tactic Performance" dashboard.] [1:03:35] Evan Lee: Remember when we were looking at hook tactics and then messaging angles? [1:03:39] Evan Lee: And then we had set the hypothesis of where do we want to go ahead and like invest more time to? [1:03:45] Evan Lee: So basically, when we're looking at a creative like or when we're looking at a report like this, I might say, okay, time to really lean in on eliminate the guesswork and gain clarity. [1:03:56] Evan Lee: That's what I want to start to do. [1:03:58] Evan Lee: So because I see this, what I now am able to do is I can go back to, uh, I'll go back here to make it easy. > [VISUAL: The speaker navigates back to the "Discover" section.] [1:04:06] Evan Lee: But what I can now start to do, uh, is I can look at these formats I haven't explored and I can go back to billboard and I'm like, okay, these are all examples of billboard style ads that I can run and I'm going to apply that messaging that I know is already working. [1:04:28] Evan Lee: Very similar to the seed example and what we're searching for here. [1:04:32] Evan Lee: So there's a lot of ways that you can go ahead and connect your own data and what you're doing and then tying it to what you want to be able to see here, okay, everybody? [1:04:44] Evan Lee: Okay. [1:04:45] Evan Lee: Fantastic. [1:04:46] Evan Lee: Fantastic. > [VISUAL: The speaker's webcam view becomes full-screen.] [1:04:48] Evan Lee: Natalie says, so to recap, what is the most important part of today? [1:04:51] Evan Lee: So my starting place is build out a hypothesis. [1:04:55] Evan Lee: If you take nothing away but that, put the work in to build the hypothesis. [1:05:00] Evan Lee: Because that's what's going to contribute to you building out your own independent analysis process, starting with the hypothesis. [1:05:07] Evan Lee: Everything else is all about how to build new hypotheses and validate those hypotheses. [1:05:13] Evan Lee: Everybody, on that note, today has been a ride. [1:05:17] Evan Lee: We've gone through the ups and downs of the metrics. [1:05:19] Evan Lee: We've gotten to all the points of where can we build the hypothesis. [1:05:23] Evan Lee: You all are the freaking best. [1:05:25] Evan Lee: Have a wonderful week and we'll talk to you soon. [1:05:28] Evan Lee: Peace.