Speaker 1: When it comes to an ad's performance, we want to be able to pull different hypothesis about what's working so you can start to replicate that. So with that in mind, you can start to use some different metrics to paint that picture and figure out what is working with an ad.
A Google Sheet titled "Meta Metrics Cheat Sheet" is shown. A woman appears in a small circle video in the bottom right corner. The sheet has columns: JTDB, AD ELEMENT, KEY METRICS, METRIC DEFINITIONS, ITERATION OPPORTUNITY THOUGHT STARTER.
Speaker 1: So today we're going to be diving into our metrics cheat sheet. I will make sure to link that below as well, so you should have access to this too. Um, there's going to be metrics showing for both Meta and TikTok. So feel free to toggle between these two depending on which one makes the most sense for you. But let's go into some of these metrics that you'll want to keep top of mind to see how an ad is performing.
Speaker 1: So, first section on this sheet is the job to be done. So, when it comes to an ad's performance, there's a few different jobs to be done within an ad. With video, we're going to be able to pull out a little bit more detail because we have that. With images, a little bit less, but let's walk through that full entire picture.
Speaker 1: So, first job to be done is capture attention. We want to make sure our ad is catchy enough to hook people in to even start watching the content. So, some different metrics you can use for this, for example, is looking at the first frame retention and thumb stop.
The cursor highlights the "1st Frame Retention" cell in the "KEY METRICS" column.
Speaker 1: Just to go back a step, the ability to capture attention can typically be measured in did we hook people in to watch at least three seconds of our ad for Meta. TikTok is two seconds and how they measure it. So, TikTok, two seconds, did we get people to stay that long? We captured their attention well. Meta, we get them to stay at least three seconds, that means we captured their attention well.
Speaker 1: So, some metrics we can start to use is first frame retention. That essentially will show you out of the people that were fed your ad, who just started at least playing it. So, for example, if we see a low first frame retention, people aren't even stopping to play the content, we can essentially swap out that first frame in hopes that we will capture people's attention to even start playing the content.
Speaker 1: We can also look at thumb stop, for example, which is that second one there.
The cursor highlights the "Thumbstop Ratio" cell.
Speaker 1: So, thumb stop is going to be able to measure if we capture their attention for three seconds. So, how well are we doing on this sense? What I usually like to do to pull a benchmark as well is look at your whole entire account and see what averages you're pulling for thumb stop. So, pull in all your videos to a report. You're going to look at the very bottom bar in the table chart. It's going to show you your average and that'll give you a good benchmark of what your general averages are. Then you can start to see which ones are above average, which ones are below average. So that's a good way to start measuring what success looks like for thumb stop for you.
The speaker scrolls down the spreadsheet. The "Hold Attention" section is now visible.
Speaker 1: So, after we've captured attention, we know the next step, their next job to be done is to hold attention. So, we want to make sure we are able to not only just hook people in and get them interested and excited, but make sure we're sharing all the information we need to share with them about the product or the app or whatever it might be. So, we can start to measure that with some of these metrics here. For example, Thruplay.
The cursor highlights the "Thruplay (15s views/impressions)" cell.
Speaker 1: Thruplay is going to show out of those people that were fed the ad, who actually stayed to at least 15 seconds. So, Thruplay is measured by a 15 second mark.
Speaker 1: Um, next ones you can look at as well is 15 second divided by three second video retention. How that one differs a little bit is it's only out of the people that we actually we did capture their attention. So not just who were fed the ad in general, but out of those people that did watch three seconds, who then stayed to watch at least 15 seconds. You can start to explore some other ones as well, like 100% video plays rate. So, for example, if your ad is really long, it's a two-minute long ad, let's say, maybe you want to see who gets to the very end of that, which could be um a much lower percentage, for example, than an ad that only is say like 10 seconds long. So, something to keep in mind with some of these metrics is um if you have quite a different variety of length, some of these could um vary quite a bit too. But you can also pull in the video average playtime, which is just going to show you what time people typically get into the video. So, that would be another metric you can start to look at.
The speaker scrolls down the spreadsheet. The "Get People to Site" section is now visible.
Speaker 1: Now, just because we may not do a great job at holding attention, it might not always be a bad thing. What I mean by that is you could have a really compelling hook within that first like three to five seconds maybe, and people are just clicking out right away. Maybe it's a mention of a promo or a deal and people know your brand, they're going to your website. They're not staying to watch, let's say a whole bunch of content. So, take that into mind when you're looking at hold attention, what kind of messaging are we sharing within the ad? Do we need people to stay longer or are we putting our call to action in the beginning? So, not a huge deal if they're leaving early. So, yeah, take that into mind when you're looking at the job to be done and how well an ad is doing at that stage.
Speaker 1: Next thing we want to do is actually get people to the site itself. So, again, a few different metrics you can look at here.
The cursor highlights the "CTR (all)" cell.
Speaker 1: We have our click-through rate, which is just going to show the amount of people that clicked in general within the ad. This will look at different things like likes, shares, comments. So you might want to get a little bit more specific. You can look at click-through rate link click or click-through rate outbound, which is the second one here.
The cursor highlights the "CTR (link clicks) or CTR (outbound)" cell.
Speaker 1: That's showing if people clicked out of the ad to go to your landing page, which would be outbound. Some people will use click-through rate link click because that will measure um if an ad did go to the website or if people were clicking different links within the copy, for example. Some different types of ads like dynamic creative don't allow you to look at outbound, which is why sometimes you'll have to filter in link click. So, some of these are going to be some great metrics to pull in to see if people did actually get to the site.
Speaker 1: You can also look at thumb stop click-through rate, which is essentially again, just saying out of the people we know we hooked in, they watched at least three seconds, who then clicked to go to the website.
The speaker scrolls down the spreadsheet. The "Drive engagement on Site" section is now visible.
Speaker 1: So, after we've captured attention, we've got people to watch our content post hook, and we are getting people to the site, we can start looking at the landing page itself and see what people are doing on the website. So, with Google Analytics, you can start to pull in a little bit more metrics here. So you'll, I believe be able to pull in bounce rate and time on site. But some other things you can do if you're not looking at Google Analytics is start to pull in some of these ones here.
The cursor highlights the "Click to Action Funnel (Visits > Product Views > ATC)" cell.
Speaker 1: So our click to action funnel, meaning click to add to cart, click to purchase. If you can start to look at those two side by side, you can see are people adding to the cart, but they're not purchasing. We have a really low purchase, but a really high add to cart. That could indicate maybe shipping prices are too high or something else within that different process. So it can be good to know what's happening on the website itself and if there's any sticking points along the way there.
The speaker scrolls down the spreadsheet. The "Win the purchase (or desired action)" section is now visible.
Speaker 1: So the last stage of the journey here is the ability to win the purchase or whatever the desired action is. So, two different metrics you can look at here.
The cursor highlights the "Click to Purchase Ratio (Purchase CVR)" cell.
Speaker 1: You can look at click to purchase or, for example, click to leads, click to app install, whatever that is for you. And you can start to pull in also the average order value. So, click to purchase is going to show you out of those people that were interested in the ad, they clicked out, they got to your site, did they actually go ahead and convert? So just showing you in general, are people converting in that sense. Um, and then the average order value just to see are people placing larger orders, smaller orders, what's happening on that front. So, always a nice one just to load in there as a second one. But click to purchase or click to app install or click to leads or whatever that is for you, that's going to be your most important metric to paint that picture of if we're doing a really good job at getting people to go through with their desired action um to convert.
Speaker 1: Now, with this in mind, like we said, there's a couple different jobs to be done. Capture attention, hold attention, drive people to the site, and get them to purchase.
The screen switches to the Motion app interface. It's a blank report titled "Untitled".
Speaker 1: With Motion metrics, we can start to explore that in a really easy way. So I'm going to hop over to Motion and I'm going to show you that. So our Motion metrics combine a lot of these different metrics together to give you a score between zero to 100 to show you how well your ad did at these different stages. So let's load some of those in. You'll be able to find those here. They'll have the purple Motion logo. So I'm going to go ahead and load those ones in.
The speaker clicks "Add metric" and a dropdown appears. She selects "Hook score", "Watch score", "Click score", and "Convert score". The screen populates with a grid of ad creatives, each with these four scores listed below it.
Speaker 1: So now I essentially have these four metrics, which are going to tell me how well my ad did at the different jobs to be done. How well did we hook people in? How well did we get people to watch? How well did we get people to click to the website and how well did we get people to convert? You're going to notice some dashes on some of them. A few different cases where that might happen. One, your spend is below $50, it won't pull in Motion metrics in that case. Or for example, with images, we can't measure how well we hooked people or how well we got people to watch content because it's just a still.
The speaker clicks "Add filter", selects "Ad setup", then "Ad type", then checks "Video" and clicks "Apply". The grid of creatives updates to show only video ads.
Speaker 1: So feel free as well if ever needed to throw on a filter for ad setup, ad type is just video if you're only looking at video ads, for example, and you want to compare those side by side. So now we'll be able to really easily see how well our ads did at these different stages and be able to see if there's any iteration opportunities here as well. In later videos, we're going to dive into exploring those iteration opportunities, how to pull some of those different ads in so you know which ones to iterate on.
The speaker scrolls down the page, showing more video creatives with their respective scores.
Speaker 1: So, bringing this all together, with these different metrics, you can start to paint that picture of how well an ad's doing. See if you notice any different themes among ads that have a really great hook score, for example, or themes among ads that have a really great watch score. What kind of messaging are we using? We can start to pull some different hypothesis out. We can start to paint that picture. That way we know how to replicate and change ads in the future.
