Creative decisions, ranked

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Creative intelligence / Pulse

What needs attention

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Metrics guide

Plain-language helpMetrics guide

Definitions stay here so the dashboard can stay brief.

Est. CPMr: Estimated cost to reach 1,000 people, based on average daily spend and reach. Lower is better.
CPP: Cost per purchase: spend divided by purchases. Lower is better.
CPI: Cost per install: spend divided by app installs. Lower is better.
Baseline: The campaign’s result over the comparison period. We use it as the 1.0× reference.
Index: A creative’s metric divided by the baseline. Below 1.0× is cheaper; above 1.0× is more expensive.
Primary objective: The outcome used to judge a creative: reach for reach-led ads, purchases for conversion-led ads.
Objective rank: The creative’s rank against other ads with the same primary objective. Rank #1 performs best.
Evidence: How strong the observed signal is, from insufficient data to confirmed.
Confidence: How much data supports the recommendation. It is not a promise that the outcome will repeat.
Launch cohort: Creatives grouped by the week they first appeared in the uploaded data.
Fatigue: A recent, statistically tested performance decline versus the creative’s earlier period.
Creative age: Days since the creative first spent in the uploaded data. It may be older if earlier history is missing.
Hook rate: Hook-qualified video plays divided by impressions. Meta uses continuous 2-second plays; CSV reports use 3-second plays.
Hold rate: ThruPlays divided by hook-qualified video plays. It shows how many early viewers kept watching for 15 seconds or to the end of a shorter video.
Quartile completion rate: 100% video plays divided by 25% video plays. It measures completion among viewers who entered the quartile funnel.

Report scopeSelect dates0 files · Grouped view

Pulse

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Today

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Executive summary

Three signals behind the queue.

3 signals

01Efficiency

Evidence · Efficiency

No objective-level efficiency call yet.

Awaiting evidence

02Rotation

Launch decision

Data limited

Launch timing unavailable

Mature spend

Risk0%

Top 3—

03Fatigue

Evidence ·

0 on Watch; no confirmed decline.

Active creatives

0of 0 analyzed

Top 3 spend share

—of mature spend

Confirmed evidence

—of recommendation spend

Needs more evidence

0creatives

Creative-days

0daily observations

Open Library for creative-level metrics.

Creative IQ

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