Judging ad creative on store revenue
In short
Most creative reporting ranks ads by what the platform attributes to them. Ranking them by what the store actually took, and by what the customers they brought went on to be worth, reorders the list — often completely, because the ad that sells the cheapest product wins on every platform metric.
Creative decisions get made on CTR and platform ROAS because those arrive first and cost nothing to read. They are also the two metrics most likely to disagree with the bank account.
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?
Weakly, and the exceptions are expensive. An ad selling a low-margin loss-leader typically wins on CTR and loses on contribution margin.
Should I judge creative on first order or lifetime value?
Both, separately. First order tells you whether the ad pays back now; lifetime value tells you which ad is worth overpaying for. They routinely name different winners.
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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