Start Scaling: How to analyze creative tests like a pro

Stop Guessing. Start Scaling

Most brands analyze creative tests the wrong way.

They look at ROAS and CPA, then decide what to scale or cut.

But that’s like guessing at a restaurant’s best dish by checking the bill.

If you want to know why a creative works—and how to create more winners—you need a structured approach.

Here’s how to break down your creative test results like a pro (and make smarter scaling decisions).

1. Separate Your Metrics Into Two Buckets

Most brands only focus on primary metrics (like ROAS and CPA).

That’s a mistake.

You need to analyze both primary and secondary metrics:

• Primary Metrics (Performance): Tell you if your creative works

  • Spend

  • Purchases

  • CPA (Cost Per Acquisition)
    

• Secondary Metrics (Storytelling): Tell you why it works (or doesn’t)

  • Scroll Stop Rate (Are people even stopping to watch?)

  • Hold Rate (Are they staying engaged?)

  • Outbound CTR (Are they clicking through?)

Action: Set up a dashboard to track both types of metrics. Primary metrics help you scale winners, secondary metrics help you fix underperformers.

2. Use Behavioral Metrics to Improve Your Creatives

The fastest way to improve performance isn’t changing the offer—it’s optimizing your creatives based on audience behavior.

Here’s what to look for:

• Low Scroll Stop Rate? Your hook is weak. Test bold claims, fast motion, or pattern breaks.

• Poor Hold Rate? Your narrative is losing interest. Refine pacing and cut slow parts.

• Low Outbound CTR? Your CTA or offer positioning isn’t compelling. Test different copy.

Action: Analyze your best-performing ads. Identify what they have in common, then double down on those elements.

3. Scale Smarter: Find Patterns in Winning Creatives

Instead of looking at winners in isolation, find common trends across multiple winning creatives:

• Are they using a specific hook style? (e.g., problem-first, shocking stat, direct question)

• Do they follow a similar pacing structure?

• Is a specific testimonial format outperforming others?

Once you spot the patterns, you can create a repeatable process for winning creatives—eliminating the guesswork from future ad production.

Action: Build a Creative Optimization Library where you document learnings from your top-performing ads. This becomes your blueprint for future success.

4. Test Smarter: Don’t Waste Budget on Random Variations

Too many brands test creative elements blindly. Instead, be strategic:

• If Scroll Stop Rate is bad → Test new hooks

• If Hold Rate is weak → Adjust storytelling and pacing

• If CTR is low → Optimize offer positioning

This way, every test you run has a clear objective and a higher chance of success.

Action: Implement a structured creative testing framework where each test is based on insights—not gut feeling.

Final Takeaway:

Great creative isn’t built on guesswork.

The best brands use data-driven insights to refine their ads—doubling down on what works and eliminating what doesn’t.

Start using this framework to:

✅ Scale ads with confidence
✅ Improve creative efficiency
✅ Build a repeatable process for winning ads

When you analyze creative tests like a pro, you don’t just get better ads—you get predictable, profitable growth.

Want a plug-and-play system for analyzing ad creatives?

Grab our complete Creative Analysis Blueprint below: