A weekly creative review template

Before the meeting

• Group every ad by creative ID, not by ad ID. Duplicates of one asset should add up to one row.
• Pull the same date range for every asset. Note any day that is missing as 'not measured'.

The table

• Asset and creative ID.
• Spend and share of total spend.
• Hook rate, defined the same way every week.
• Click-through rate and cost per purchase, with the attribution window written down.
• Average frequency, and how it changed against last week.

Reading it

• An asset with a strong hook and weak purchases is a product or offer question, not a creative question.
• Rising frequency with falling results points to fatigue. Compare each asset with its own earlier weeks.
• Do not judge an asset on one day of spend. Wait until the test has the volume you agreed on.

Decide and record

• For every asset, write one of three decisions: scale, iterate or stop.
• Write the reason in one sentence and the next test in one sentence.