How to read your creative report and kill the right one
Samuel Freitas · 2026-10-07
To optimize your campaigns, it’s crucial to know how to interpret creative reports. Here are the main KPIs you should consider and the order to analyze them:
Hook rate, hold rate, link CTR, CPM, CPA
- Hook Rate: Measures how well your creative grabs the audience’s attention in the first few seconds. Ideally, aim for a hook rate above 25%. If it’s low, adjust the opening of the video or image.
- Hold Rate: Measures how long users stay engaged with your creative. A hold rate above 50% is good. If it’s lower, consider improving the story or messaging.
- Link CTR: Refers to the click-through rate on your ad’s link. A CTR above 2% is generally considered good. If it’s low, review your call to action and how relevant the creative is.
- CPM (Cost per 1,000 Impressions): Shows how much you’re paying to show your ads. If CPM is 40% above the account average, your creative may be getting penalized. Adjust your targeting or test new approaches.
- CPA (Cost per Acquisition): This is the cost to acquire a customer. A high CPA may indicate that your creative isn’t converting as expected. Evaluate the steps above and, if needed, make adjustments to the landing page.
Decision table
- HIGH CTR AND HIGH CPA: If you have a high CTR but a high CPA, that usually indicates your landing page isn’t converting well. In this case, review and optimize the landing page.
Timing tips
- When to give it another 72h: If you notice that your hook rate and hold rate are at acceptable levels, but your CTR and CPA still aren’t good, give it another 72h. This can help you collect enough data for a more accurate analysis.
Export and compare week over week
- Export Reports: Always export your data weekly. This makes it easier to compare results and identify trends. Analyze the differences between creatives and look for patterns that could indicate what’s working and what isn’t.
Use tools like FreeSpy as an ad spy tool to find ads and compare your creatives’ performance against the market. This can give you valuable insights into what’s driving more attention and conversions.
What’s your average CTR and current CPA?