Reporting
Readouts lead with the metric your team is judged on, pulled from your own ad accounts. Creative metrics sit next to it to explain why an ad won, lost or faded.
Scope
We report CPA, ROAS, cost per install or cost per lead, as agreed at the start, from TikTok Ads Manager, Meta Ads Manager and Google Ads.
We break results down by variable: which hook, which creator, which length and which placement.
We track hook rate, hold rate and click-through for every ad, using the definitions in our method.
Where budget allows, results are validated with a lift study. Meta's version splits people into a group shown the ads and a holdout that is not, and Meta says conversion lift access is currently limited (Meta, read 5 Oct 2026).
We write a short readout per round: what we learned, what we cut and what runs next.
What it looks like
| Variant | Hook rate | Hold rate | CTR | CPA | Decision |
|---|---|---|---|---|---|
| Hook A / Problem | 31.2% | 42.0% | 1.18% | $18.40 | Scale |
| Hook B / Result | 24.7% | 38.5% | 0.92% | $24.90 | Cut |
| Hook C / Demo | 35.8% | 27.1% | 0.81% | $29.70 | Cut |
| Hook D / Objection | 21.3% | 45.3% | 1.07% | $19.60 | Scale |
Next round: two new hooks in the problem angle on body A, and hook D on two new creators.
What you get
- Round readout
- Results by variable
- Creative metrics per ad
- Next-round plan
FAQ
Will you report in our attribution tool?
Yes. We report in whatever your team already trusts, whether that is platform reporting, a mobile measurement partner or your own analytics, and we note where the sources disagree.
Why report creative metrics at all?
They explain the business number. IAB's 2025 survey of creator ad buyers ranks proving ROI first among challenges, at 39% (IAB, November 2025). Knowing which part of an ad moved the result tells us what to change in the next round.
Related notes
Testing / 4 MINHow to test ad hooks
A method for testing the opening seconds of short-form ads: one body, several hooks, a metric set in advance, and a read that looks past hook rate.
Partnership ads / 4 MINHow TikTok Spark Ads work
What Spark Ads are, how creator authorization works, and what to check before you put budget behind a creator's post.
Plan a first test
Send the product, your target metric and a monthly budget range. We reply with a proposed first test.
Plan a test