Post by Thumbstop

Apple is the GOAT of storytelling ads (Save these storytelling ad KPIs by Dara Denney) Here's a quick masterclass on Dara's top metrics to track From over $100M in ad spend: 1️⃣ Dara splits her metrics into TWO categories Primary KPIs: Amount spent, results, cost per result, ROAS Storytelling KPIs: Frequency, CPM, CTR, CPC, hook rate, hold rate, watch time Primary KPIs determine winners. Storytelling KPIs explain WHY they won. Ex: Frequency shows scalability (when it hits 3 to 4 in a few weeks, creative may be tapping out). Hook rate reveals attention grabbing power. Hold rate and watch time demonstrate ability to keep attention. 2️⃣ Then she analyzes creative qualitative data The basics you're prob doing today like Format: Does the UGC style or static format affect performance? Creator: Is a specific person consistently delivering winners? Messaging: What specific words/hooks are working wel? Imagery: What visual elements are driving engagement? 3️⃣ Then she maps messaging to the user journey You need to have the right creative mix From every stage of awareness Ex: Unaware stage: "Hate doing your makeup" Problem aware: "Get a full eye look fast" Solution aware: "Our $14 eyeshadow stick beats the $34 one" 4️⃣ She tracks EVERY test with these - Initial hypothesis (why run this test?) - Performance vs. account benchmarks (% better/worse vs AVG) - Detailed messaging analysis (which hooks worked and why) - Demographic breakdowns (which age groups responded) - Placement analysis (where it performed best) - Concrete next steps (ex: scale budget, iterate, stop) 5️⃣ Including competitor messaging changes Look for hyper specific patterns: Formats they double down on Visual approaches Using THIS reporting cadence 👇 WEEKLY Last 7 days top performers, test updates, action items MONTHLY Creative retros with full test breakdowns, competitor tracking QUARTERLY Format analysis, product comparison, agency/creator benchmarking Final words from Dara: "Being data driven does not just mean looking at the numbers. The people behind those metrics are individuals – that's why messaging analysis and understanding where they are in their journey is the most important qualitative data to making creative that converts" -- P.S. Want more content like this? Join 47,958 marketers who read Thumbstop: (Click sign up above 👆)

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