Analyze What Ads Perform Best For Your Brand

Happy Tuesday!

We have officially entered Q4, the best season for ecommerce 🥳

Getting the best performance from your ads in Q4 doesn’t have to be a guessing game.

By setting up a performance dashboard in Google Sheets that tracks your key metrics, you can instantly see what’s working and what’s not.

This means smarter decisions, better results, and higher returns on your ad spend.

Let’s take a look at how we do it at 10X ROAS 👇

3 Free Creative Concepts For Your Brand

If you spend at least $10,000 a month on ads for your eCommerce brand, mobile app, or SaaS, we’ll write 3 custom creative concepts for free—no strings attached.

Just fill out this form, and we’ll show you why 100+ brands love our creative process.

Idea of the Week

Top Content of the Week

• Does hook rate or CTR matter when it comes to profitability? Read here.

• 3 proven Meta ad concepts that drive conversions every time. See here.

• What financial metrics to track and when as a DTC brand? See here.

Set Up Performance Dashboard

Start by setting up a performance dashboard in Google Sheets that tracks your key metrics.

Link your Meta ad account so that metrics are updated automatically or with minimal input. This will give you a clear picture of what’s happening with your ads at a glance.

Ad Types

To make analysis easier, organize your ads by type:

• UGC

• Commercial

• Static

• Carousel

• GIF

Sorting your ads by type helps you spot trends faster.

Are your UGC videos consistently outperforming your static ads? Are carousel ads driving more clicks but not conversions?

Angles

I also recommend keeping track of the angles:

• Testimonial

• Educational

• Comparison

• Benefits

• Sale

Each angle serves a different purpose. Having this breakdown allows you to see which angle is driving the lowest CPA and highest ROAS, so you can scale up what works.

Creators

Creators can make or break your ads.

We’ve learned that the personality and delivery of the creator can have a huge impact on performance, so we track the names of the creators used in each ad.

This makes it easy to see which creator’s content resonates best with your audience.

You might discover that one creator consistently brings in lower CPAs, making them someone you’ll want to keep using in your future ads.

Whitelisting Pages

If you’ve ever run whitelisted ads, it’s important to track which page the ads are being run from:

• Brand

• Creator Whitelisting

• Publication Whitelisting

This helps you see if whitelisting from a creator or publication is driving better performance than your brand page.

Landing Pages

Last but not least, keep track of where you’re sending traffic:

• Homepage

• Collection

• Product

• Advertorial

• Listicle

Matching the right landing page to the right ad can make all the difference in the world. If your ad promises education but the landing page jumps straight to the sale, it can confuse potential customers and hurt your conversions.

Other Metrics

We then track 21 specific metrics we consider important when analyzing ad performance. I will not list out every metric here but I’m happy to share the template if you respond to this email.

Why This Matters

When you break your ads down by type, angle, creator, page, and landing page, you start to see patterns that wouldn’t be obvious otherwise.

For example, you might find that UGC videos featuring creators using your product and talking directly to the camera (testimonials) consistently lead to the lowest CPA and highest ROAS.

On the other hand, educational ads in a static format might be great for driving higher click-through rates, but they don’t convert as effectively—leading to a higher CPA and lower ROAS.

What Works For You

Once you’ve identified your top-performing combinations, you can start making smarter iterations. Instead of guessing what might work, you’ll have a clear direction.

When you know which combination of format, angle, creator, and landing page is driving the best results, you can put your time and budget into the strategies that are delivering the best ad performance.

If testimonial UGC ads with creator whitelisting are driving the best results, you can double down on that format.

What Doesn’t Work For You

Your performance dashboard also makes it easier to spot what’s not working.

Whether it’s an underperforming ad angle, creator, or landing page, you’ll be able to quickly identify the weak points and adjust accordingly.

Next Steps

Now that you’ve got a clear plan to organize and track your ad performance, it’s time to put it into action.

Set up your performance dashboard, start categorizing your ads, and keep a close watch on which combinations are driving the best results.

Once everything’s in place, you’ll be able to optimize your campaigns more effectively and get better returns on your ad spend.

Want to dive deeper into how we track our ad performance across 21 key metrics? Reply to this email, and I’ll send you my full template!

Winning Ad Breakdown: 4.15 ROAS & 50% Hook Rate

In just 6 months, our optimized ad creative generated over $400,000 in revenue with 4.25 ROAS on $95,000 ad spend.

We reduced CPA by 42% and doubled ROAS from 2.24 to 4.25.

Check out the full breakdown and watch my Loom video here.

How We Can Help You

Whenever you’re ready, there are 3 ways we can help you…

1. Looking for a creative partner to handle everything? We’ll produce winning ads every month and help you scale. Apply to work with us here. Our clients include brands like HexClad, BestSelf, and Morning Brew.

2. Want to build a team that can create hundreds of winning ads? We’ll train your internal team and implement our proven creative systems. Apply here.

3. Don’t want to hire anyone but still want a steady stream of winning ads? Join our program and learn the creative production process we’ve developed over 3 years and tens of thousands of ads.