Judging ad creative on store revenue
In short
Evaluate creative using delivery, response and business outcomes. CTR and platform ROAS can help locate a change; store orders and contribution margin help assess its cost. Keep attribution rules and observation windows consistent, and treat sparse results as uncertain.
A fall in purchases can come from the asset, audience, auction, offer, store or measurement. The guides below help distinguish those explanations before changing the creative.
Judging creative on store revenue and repeat rate rather than platform-attributed conversions.
What this covers
Every article in this cluster
Common questions
How much spend before I can judge an ad?
Enough conversions that the difference you are reading is bigger than the noise. A floor in conversions is more honest than a floor in spend, because the spend needed varies with your CPA.
Does CTR predict revenue?
CTR measures clicks per impression. Revenue also depends on who clicked, whether they bought and what they paid. A CTR increase alone does not establish higher revenue or contribution.
Should I judge creative on first order or lifetime value?
Report both when repeat-purchase evidence is available. First-order contribution shows the immediate acquisition gap; cohort value shows what arrived later. Keep observed value separate from forecasts.
See it on your data
Loyalz joins ad spend to settled order lines, so the numbers in these articles are columns rather than a spreadsheet you rebuild every month.
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