Meta Ads Creative Ranker
SKILL.md
sample_input.json
expected_output.json
skillssocial-media-adsSKILL.md
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# Meta Ads Creative Ranker
## Purpose
Transform raw Meta Ads creative data into actionable insights that answer:
- Which creatives are actually driving profitable results?
- What creative patterns (hooks, formats, CTAs) consistently win?
- Where is creative spend being wasted?
- What should we test next based on winning patterns?
**Core Philosophy:** Platform quality ratings (ad strength, quality ranking) can mislead. Engagement metrics deceive. Only conversion data tells the truth.
---
## When to Use This Skill
- Weekly creative performance reviews
- Before scaling ad spend (know what to scale)
- When creative performance declines
- Before briefing new creative production
- When ROAS drops despite "good" engagement
---
## Required Context
| Data Point | Required | Notes |
|------------|----------|-------|
| Ad-level performance export | Yes | Last 7-30 days minimum |
| Spend per ad | Yes | Need volume for statistical validity |
| Conversions/purchases per ad | Yes | Primary success metric |
| Cost per conversion (CPA) or ROAS | Yes | Efficiency metric |
| CTR (Click-through rate) | Yes | Engagement signal |
| CPM (Cost per 1000 impressions) | Yes | Delivery/competition signal |
| Hook rate (3-sec video views / impressions) | If video | Video engagement metric |
| Hold rate (ThruPlays / 3-sec views) | If video | Content quality signal |
| Creative assets (or descriptions) | Helpful | For pattern analysis |
| Account average CPA/ROAS | Helpful | Benchmark for categorization |
---
## Analysis Framework
### Step 1: Data Sufficiency Check
Before analyzing, verify each creative has enough data:
| Spend Level | Minimum for Analysis | Confidence |
|-------------|---------------------|------------|
| < $50 | Skip - insufficient data | None |
| $50-$200 | Directional only | Low |
| $200-$500 | Analyze with caution | Medium |
| $500-$1,000 | Reliable analysis | High |
| $1,000+ | High confidence | Very High |
**Rule:** Never make definitive judgments on creatives with < $200 spend. They haven't had a fair chance.
---
### Step 2: Creative Performance Tiers
Categorize each creative into one of 6 tiers based on efficiency AND volume:
| Tier | Name | Criteria | Action |
|------|------|----------|--------|
| 1 | **Stars** | CPA < 70% of avg AND spend > $500 | Scale immediately, analyze patterns |
| 2 | **Solid Performers** | CPA 70-100% of avg AND spend > $300 | Maintain, test iterations |
| 3 | **Promising** | CPA < 100% of avg BUT spend < $300 | Increase budget, needs more data |
| 4 | **Average** | CPA 100-130% of avg | Monitor, consider refresh |
| 5 | **Underperformers** | CPA 130-200% of avg | Pause or reduce spend |
| 6 | **Bleeders** | CPA > 200% of avg OR 0 conversions with $200+ spend | Kill immediately |
**For ROAS-focused accounts:**
- Stars: ROAS > 143% of target
- Solid: ROAS 100-143% of target
- Promising: ROAS > target but low spend
- Average: ROAS 77-100% of target
- Underperformers: ROAS 50-77% of target
- Bleeders: ROAS < 50% of target
---
### Step 3: The Engagement vs. Efficiency Matrix
Plot creatives on this matrix to identify deceptive performers:
```
HIGH EFFICIENCY (Low CPA / High ROAS)
│
"HIDDEN GEMS" │ "TRUE STARS"
Low engagement, │ High engagement,
high conversion. │ high conversion.
Scale carefully. │ Scale aggressively.
│
LOW ─────────────────────┼───────────────────── HIGH
ENGAGEMENT │ ENGAGEMENT
(CTR) │ (CTR)
│
"SILENT FAILURES" │ "ENGAGEMENT TRAPS"
Low engagement, │ High engagement,
low conversion. │ low conversion.
Kill or refresh. │ DANGER: Looks good, wastes money.
│
LOW EFFICIENCY (High CPA / Low ROAS)
```
**Critical Insight:** "Engagement Traps" are the most dangerous. High CTR, lots of likes/comments, but no conversions. These fool many advertisers into scaling losers.
---
### Step 4: Video Creative Deep Dive (If Applicable)
For video ads, analyze the funnel:
| Metric | Calculation | Benchmark | What It Tells You |
|--------|-------------|-----------|-------------------|
| **Hook Rate** | 3-sec views / Impressions | > 30% good, > 40% excellent | Does the opening grab attention? |
| **Hold Rate** | ThruPlays / 3-sec views | > 20% good, > 30% excellent | Does content maintain interest? |
| **Click Rate** | Clicks / ThruPlays | > 5% good, > 10% excellent | Does CTA drive action? |
| **Convert Rate** | Conversions / Clicks | Varies by offer | Does landing page deliver? |
**Funnel Diagnosis:**
| Pattern | Diagnosis | Fix |
|---------|-----------|-----|
| Low Hook Rate | Opening doesn't grab | Test new first 3 seconds |
| High Hook, Low Hold | Content loses interest | Tighten middle, faster pacing |
| High Hold, Low Click | Weak CTA or unclear offer | Stronger end card, clearer CTA |
| High Click, Low Convert | Landing page problem | Not a creative issue |
---
### Step 5: Creative Pattern Analysis
Identify patterns across winning vs. losing creatives:
#### A. Format Performance
| Format | Avg CPA | Conversion Volume | Verdict |
|--------|---------|-------------------|---------|
| Static Image | $ | | |
| Carousel | $ | | |
| Video (< 15s) | $ | | |
| Video (15-30s) | $ | | |
| Video (30s+) | $ | | |
| UGC Style | $ | | |
| Polished/Brand | $ | | |
#### B. Hook Type Performance (First 3 Seconds / Headlines)
Categorize hooks and track performance:
| Hook Type | Example | Avg CPA | Win Rate |
|-----------|---------|---------|----------|
| **Problem-Agitate** | "Tired of [pain point]?" | $ | |
| **Bold Claim** | "The only [product] that..." | $ | |
| **Social Proof** | "10,000+ customers..." | $ | |
| **Curiosity Gap** | "The secret [experts] won't tell you" | $ | |
| **Direct Benefit** | "Get [result] in [timeframe]" | $ | |
| **Question** | "What if you could [desire]?" | $ | |
| **Demonstration** | Shows product in action immediately | $ | |
| **Transformation** | Before/after or A/B comparison | $ | |
#### C. CTA Performance
| CTA Type | Examples | Avg CPA | Notes |
|----------|----------|---------|-------|
| **Urgency** | "Shop Now", "Get It Today" | $ | |
| **Value** | "Start Free Trial", "Get 20% Off" | $ | |
| **Curiosity** | "Learn More", "See How" | $ | |
| **Social** | "Join 10K+ Members" | $ | |
---
### Step 6: Waste Identification
Calculate total waste from underperforming creatives:
```
Total Creative Spend: $________
Spend on Tiers 5-6 (Underperformers + Bleeders): $________
Waste Percentage: ________%
Conversions Lost (if reallocated to Tier 1-2): ________
```
**Waste Impact Scoring:**
| Waste % | Severity | Priority |
|---------|----------|----------|
| < 10% | Healthy | Maintain vigilance |
| 10-20% | Moderate | Weekly optimization needed |
| 20-35% | Significant | Immediate reallocation required |
| > 35% | Critical | Creative strategy overhaul needed |
---
## Output Deliverables
### 1. Creative Performance Summary
```
CREATIVE PERFORMANCE SUMMARY
Period: [Date Range]
Total Creatives Analyzed: [X]
Total Spend: $[X]
TIER BREAKDOWN:
├── Stars (Tier 1): [X] creatives, $[X] spend, [X] conversions
├── Solid (Tier 2): [X] creatives, $[X] spend, [X] conversions
├── Promising (Tier 3): [X] creatives, $[X] spend, [X] conversions
├── Average (Tier 4): [X] creatives, $[X] spend, [X] conversions
├── Underperformers (Tier 5): [X] creatives, $[X] spend, [X] conversions
└── Bleeders (Tier 6): [X] creatives, $[X] spend, [X] conversions
WASTE ANALYSIS:
└── Wasted Spend: $[X] ([X]% of total)
└── Potential Conversions Lost: [X]
```
### 2. Top Performers List
| Rank | Creative Name/ID | Format | CPA | ROAS | Spend | Conv | Why It Works |
|------|------------------|--------|-----|------|-------|------|--------------|
| 1 | | | | | | | |
| 2 | | | | | | | |
| 3 | | | | | | | |
### 3. Kill List (Immediate Pause)
| Creative Name/ID | Spend | Conv | CPA | Reason |
|------------------|-------|------|-----|--------|
| | | | | |
### 4. Winning Patterns Summary
```
FORMAT WINNERS:
#1: [Format] - [X]% better than average
#2: [Format] - [X]% better than average
HOOK WINNERS:
#1: [Hook Type] - [X]% better than average
#2: [Hook Type] - [X]% better than average
CTA WINNERS:
#1: [CTA Type] - [X]% better than average
```
### 5. Creative Testing Recommendations
Based on winning patterns, test:
| Priority | Test Concept | Based On | Expected Impact |
|----------|--------------|----------|-----------------|
| 1 | | | |
| 2 | | | |
| 3 | | | |
---
## Red Flags to Call Out
- **High-spend creative with 0 conversions:** Immediate pause, investigate targeting
- **Declining Star:** Previously top performer losing efficiency - creative fatigue likely
- **Engagement Trap pattern:** High CTR/engagement, low conversion - misleading metrics
- **Format imbalance:** All winners same format = opportunity to diversify
- **Hook homogeneity:** All hooks same type = testing gap
---
## Integration with Other Skills
| After This Skill | Use | Purpose |
|------------------|-----|---------|
| → creative-fatigue-detector | Pass Star/Solid creatives | Monitor for fatigue signals |
| → ugc-brief-generator | Pass winning patterns | Brief new content based on what works |
| → social-ads-budget-allocator | Pass efficiency data | Inform budget decisions |
| → audience-overlap-mapper | Cross-reference by audience | See if creative wins are audience-dependent |
---
## Limitations
- Cannot analyze creative visual quality (only performance data)
- Pattern analysis requires 5+ creatives per category for validity
- Short time windows may not show true performance
- Cannot account for external factors (seasonality, competition, market events)
- Attribution model affects all conversion data
---
## Quality Checklist Before Delivery
- [ ] Data sufficiency verified for all analyzed creatives
- [ ] All 6 tiers populated (or noted as empty with explanation)
- [ ] Engagement vs. Efficiency matrix completed
- [ ] Video metrics analyzed (if applicable)
- [ ] Pattern analysis covers format, hook, and CTA
- [ ] Waste calculation completed
- [ ] Kill list is actionable (not just flagged, but recommended pause)
- [ ] Testing recommendations tied to winning patterns
- [ ] Red flags explicitly called out
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{
"account_name": "FitGear Pro",
"date_range": "2024-01-15 to 2024-02-14",
"account_avg_cpa": 28.5,
"target_roas": 3.5,
"creatives": [
{
"creative_id": "CR_001",
"creative_name": "UGC_Testimonial_Sarah_V1",
"format": "Video (15-30s)",
"hook_type": "Social Proof",
"cta_type": "Value",
"spend": 2450,
"impressions": 185000,
"clicks": 4625,
"ctr": 2.5,
"cpm": 13.24,
"video_3sec_views": 74000,
"thruplays": 18500,
"conversions": 142,
"cpa": 17.25,
"revenue": 9940,
"roas": 4.06
},
{
"creative_id": "CR_002",
"creative_name": "Static_Product_Hero_Blue",
"format": "Static Image",
"hook_type": "Direct Benefit",
"cta_type": "Urgency",
"spend": 1850,
"impressions": 142000,
"clicks": 2840,
"ctr": 2,
"cpm": 13.03,
"video_3sec_views": null,
"thruplays": null,
"conversions": 78,
"cpa": 23.72,
"revenue": 4680,
"roas": 2.53
},
{
"creative_id": "CR_003",
"creative_name": "Carousel_Features_5Panel",
"format": "Carousel",
"hook_type": "Problem-Agitate",
"cta_type": "Curiosity",
"spend": 980,
"impressions": 89000,
"clicks": 3560,
"ctr": 4,
"cpm": 11.01,
"video_3sec_views": null,
"thruplays": null,
"conversions": 18,
"cpa": 54.44,
"revenue": 1080,
"roas": 1.1
},
{
"creative_id": "CR_004",
"creative_name": "UGC_BeforeAfter_Mike_V2",
"format": "Video (15-30s)",
"hook_type": "Transformation",
"cta_type": "Value",
"spend": 3200,
"impressions": 245000,
"clicks": 5880,
"ctr": 2.4,
"cpm": 13.06,
"video_3sec_views": 110250,
"thruplays": 34300,
"conversions": 168,
"cpa": 19.05,
"revenue": 12600,
"roas": 3.94
},
{
"creative_id": "CR_005",
"creative_name": "Polished_Brand_Anthem_60s",
"format": "Video (30s+)",
"hook_type": "Bold Claim",
"cta_type": "Social",
"spend": 1450,
"impressions": 125000,
"clicks": 1875,
"ctr": 1.5,
"cpm": 11.6,
"video_3sec_views": 31250,
"thruplays": 5000,
"conversions": 12,
"cpa": 120.83,
"revenue": 720,
"roas": 0.5
},
{
"creative_id": "CR_006",
"creative_name": "Static_Lifestyle_Gym_V1",
"format": "Static Image",
"hook_type": "Direct Benefit",
"cta_type": "Urgency",
"spend": 650,
"impressions": 52000,
"clicks": 1144,
"ctr": 2.2,
"cpm": 12.5,
"video_3sec_views": null,
"thruplays": null,
"conversions": 26,
"cpa": 25,
"revenue": 1820,
"roas": 2.8
},
{
"creative_id": "CR_007",
"creative_name": "UGC_Unboxing_Jenna_V1",
"format": "Video (< 15s)",
"hook_type": "Demonstration",
"cta_type": "Value",
"spend": 180,
"impressions": 14000,
"clicks": 420,
"ctr": 3,
"cpm": 12.86,
"video_3sec_views": 6300,
"thruplays": 2100,
"conversions": 9,
"cpa": 20,
"revenue": 630,
"roas": 3.5
},
{
"creative_id": "CR_008",
"creative_name": "Meme_Viral_Attempt_V1",
"format": "Static Image",
"hook_type": "Curiosity Gap",
"cta_type": "Curiosity",
"spend": 420,
"impressions": 68000,
"clicks": 3400,
"ctr": 5,
"cpm": 6.18,
"video_3sec_views": null,
"thruplays": null,
"conversions": 2,
"cpa": 210,
"revenue": 120,
"roas": 0.29
},
{
"creative_id": "CR_009",
"creative_name": "Static_Sale_Banner_20Off",
"format": "Static Image",
"hook_type": "Direct Benefit",
"cta_type": "Value",
"spend": 890,
"impressions": 71000,
"clicks": 1420,
"ctr": 2,
"cpm": 12.54,
"video_3sec_views": null,
"thruplays": null,
"conversions": 38,
"cpa": 23.42,
"revenue": 2280,
"roas": 2.56
},
{
"creative_id": "CR_010",
"creative_name": "Video_Product_Demo_Studio",
"format": "Video (15-30s)",
"hook_type": "Demonstration",
"cta_type": "Urgency",
"spend": 520,
"impressions": 42000,
"clicks": 630,
"ctr": 1.5,
"cpm": 12.38,
"video_3sec_views": 10080,
"thruplays": 2520,
"conversions": 14,
"cpa": 37.14,
"revenue": 840,
"roas": 1.62
}
]
}
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{
"summary": {
"period": "2024-01-15 to 2024-02-14",
"total_creatives_analyzed": 10,
"total_spend": 12590,
"total_conversions": 507,
"overall_cpa": 24.83,
"overall_roas": 2.74
},
"tier_breakdown": {
"tier_1_stars": {
"count": 2,
"creatives": [
"CR_001",
"CR_004"
],
"spend": 5650,
"conversions": 310,
"avg_cpa": 18.23,
"notes": "Both UGC video format with Value CTA"
},
"tier_2_solid": {
"count": 2,
"creatives": [
"CR_006",
"CR_009"
],
"spend": 1540,
"conversions": 64,
"avg_cpa": 24.06,
"notes": "Static images performing at account average"
},
"tier_3_promising": {
"count": 1,
"creatives": [
"CR_007"
],
"spend": 180,
"conversions": 9,
"avg_cpa": 20,
"notes": "Insufficient spend but strong early signals"
},
"tier_4_average": {
"count": 2,
"creatives": [
"CR_002",
"CR_010"
],
"spend": 2370,
"conversions": 92,
"avg_cpa": 25.76,
"notes": "Near average, monitor for improvement or decline"
},
"tier_5_underperformers": {
"count": 1,
"creatives": [
"CR_003"
],
"spend": 980,
"conversions": 18,
"avg_cpa": 54.44,
"notes": "High engagement (4% CTR) but poor conversion - Engagement Trap"
},
"tier_6_bleeders": {
"count": 2,
"creatives": [
"CR_005",
"CR_008"
],
"spend": 1870,
"conversions": 14,
"avg_cpa": 133.57,
"notes": "Immediate pause recommended"
}
},
"waste_analysis": {
"spend_on_underperformers_and_bleeders": 2850,
"waste_percentage": 22.6,
"severity": "Significant",
"conversions_if_reallocated_to_stars": 156,
"actual_conversions_from_wasted_spend": 32,
"conversion_opportunity_cost": 124
},
"engagement_efficiency_matrix": {
"true_stars": [
"CR_001",
"CR_004"
],
"hidden_gems": [
"CR_007"
],
"engagement_traps": [
"CR_003",
"CR_008"
],
"silent_failures": [
"CR_005",
"CR_010"
]
},
"video_funnel_analysis": [
{
"creative_id": "CR_001",
"hook_rate": "40.0%",
"hook_verdict": "Excellent",
"hold_rate": "25.0%",
"hold_verdict": "Good",
"diagnosis": "Strong throughout funnel"
},
{
"creative_id": "CR_004",
"hook_rate": "45.0%",
"hook_verdict": "Excellent",
"hold_rate": "31.1%",
"hold_verdict": "Excellent",
"diagnosis": "Best video performer - transformation hook highly effective"
},
{
"creative_id": "CR_005",
"hook_rate": "25.0%",
"hook_verdict": "Below Average",
"hold_rate": "16.0%",
"hold_verdict": "Poor",
"diagnosis": "Loses audience early, 60s too long, brand content not engaging"
},
{
"creative_id": "CR_007",
"hook_rate": "45.0%",
"hook_verdict": "Excellent",
"hold_rate": "33.3%",
"hold_verdict": "Excellent",
"diagnosis": "Strong signals despite low spend - scale candidate"
},
{
"creative_id": "CR_010",
"hook_rate": "24.0%",
"hook_verdict": "Below Average",
"hold_rate": "25.0%",
"hold_verdict": "Good",
"diagnosis": "Weak hook, those who stay convert okay - needs new opening"
}
],
"pattern_analysis": {
"format_performance": {
"winner": "Video (15-30s)",
"winner_avg_cpa": 18.15,
"comparison": "36% better than account average",
"loser": "Video (30s+)",
"loser_avg_cpa": 120.83,
"ranking": [
{
"format": "Video (15-30s)",
"avg_cpa": 18.15,
"sample_size": 3
},
{
"format": "Video (< 15s)",
"avg_cpa": 20,
"sample_size": 1
},
{
"format": "Static Image",
"avg_cpa": 47.62,
"sample_size": 4
},
{
"format": "Carousel",
"avg_cpa": 54.44,
"sample_size": 1
},
{
"format": "Video (30s+)",
"avg_cpa": 120.83,
"sample_size": 1
}
]
},
"hook_performance": {
"winner": "Transformation",
"winner_avg_cpa": 19.05,
"comparison": "33% better than account average",
"loser": "Curiosity Gap",
"loser_avg_cpa": 210,
"ranking": [
{
"hook_type": "Transformation",
"avg_cpa": 19.05
},
{
"hook_type": "Social Proof",
"avg_cpa": 17.25
},
{
"hook_type": "Demonstration",
"avg_cpa": 28.57
},
{
"hook_type": "Direct Benefit",
"avg_cpa": 23.76
},
{
"hook_type": "Problem-Agitate",
"avg_cpa": 54.44
},
{
"hook_type": "Bold Claim",
"avg_cpa": 120.83
},
{
"hook_type": "Curiosity Gap",
"avg_cpa": 210
}
]
},
"cta_performance": {
"winner": "Value",
"winner_avg_cpa": 18.48,
"ranking": [
{
"cta_type": "Value",
"avg_cpa": 18.48,
"sample_size": 4
},
{
"cta_type": "Urgency",
"avg_cpa": 35.86,
"sample_size": 3
},
{
"cta_type": "Curiosity",
"avg_cpa": 97,
"sample_size": 2
},
{
"cta_type": "Social",
"avg_cpa": 120.83,
"sample_size": 1
}
]
}
},
"top_performers": [
{
"rank": 1,
"creative_id": "CR_001",
"name": "UGC_Testimonial_Sarah_V1",
"format": "Video (15-30s)",
"cpa": 17.25,
"roas": 4.06,
"spend": 2450,
"conversions": 142,
"why_it_works": "Social proof hook + Value CTA + UGC authenticity. 40% hook rate captures attention, testimonial builds trust, clear value prop converts."
},
{
"rank": 2,
"creative_id": "CR_004",
"name": "UGC_BeforeAfter_Mike_V2",
"format": "Video (15-30s)",
"cpa": 19.05,
"roas": 3.94,
"spend": 3200,
"conversions": 168,
"why_it_works": "Transformation hook is visually compelling and immediately communicates value. Highest hold rate (31%) shows content quality. UGC format builds trust."
},
{
"rank": 3,
"creative_id": "CR_007",
"name": "UGC_Unboxing_Jenna_V1",
"format": "Video (< 15s)",
"cpa": 20,
"roas": 3.5,
"spend": 180,
"conversions": 9,
"why_it_works": "Demonstration hook + short format + UGC style. Strong early metrics suggest scaling potential. Needs more spend to confirm."
}
],
"kill_list": [
{
"creative_id": "CR_005",
"name": "Polished_Brand_Anthem_60s",
"spend": 1450,
"conversions": 12,
"cpa": 120.83,
"reason": "CPA 424% of target. Brand anthem content doesn't convert for direct response. 60s too long for feed. Kill immediately."
},
{
"creative_id": "CR_008",
"name": "Meme_Viral_Attempt_V1",
"spend": 420,
"conversions": 2,
"cpa": 210,
"reason": "ENGAGEMENT TRAP: Highest CTR (5%) but worst CPA. Attracts clickers not buyers. Viral intent misaligned with conversion goal."
}
],
"red_flags": [
{
"flag": "Engagement Trap Detected",
"creative": "CR_003 (Carousel_Features_5Panel)",
"detail": "4% CTR (highest among non-meme content) but CPA of $54.44. High engagement, poor conversion. Consider landing page alignment or offer mismatch."
},
{
"flag": "Engagement Trap Detected",
"creative": "CR_008 (Meme_Viral_Attempt_V1)",
"detail": "5% CTR, $210 CPA. Classic engagement trap. Entertaining content attracts wrong audience."
},
{
"flag": "Format Imbalance Opportunity",
"detail": "All top 3 performers are video. Only 1 carousel tested. Consider testing more carousel formats with winning UGC/testimonial approach."
},
{
"flag": "Winning Pattern Not Replicated",
"detail": "UGC + Transformation hook + Value CTA = best combo. Only 1 creative uses transformation hook. Test more variations."
}
],
"testing_recommendations": [
{
"priority": 1,
"test_concept": "New UGC video with Transformation hook (before/after)",
"based_on": "CR_004 is best performer with this pattern",
"expected_impact": "High - replicating proven winner",
"specific_brief": "Recruit 2-3 new creators for before/after content. Focus on visual transformation in first 3 seconds."
},
{
"priority": 2,
"test_concept": "Scale CR_007 (Unboxing) with increased budget",
"based_on": "Strong early metrics, only $180 spend",
"expected_impact": "Medium-High - validate promising creative",
"specific_brief": "Increase to $500 minimum to confirm performance before further scaling."
},
{
"priority": 3,
"test_concept": "Carousel with UGC testimonial content",
"based_on": "UGC wins in video, carousel format undertested",
"expected_impact": "Medium - format diversification",
"specific_brief": "5-panel carousel with customer testimonials, transformation stories, ending with Value CTA."
},
{
"priority": 4,
"test_concept": "Shorter video versions of CR_001 and CR_004",
"based_on": "CR_007 (<15s) shows strong performance, test if shorter versions of winners perform",
"expected_impact": "Medium - could unlock new placement efficiency",
"specific_brief": "Cut existing winners to <15s versions focusing on strongest 3 seconds + immediate CTA."
}
],
"winning_patterns_summary": {
"format": "Video (15-30s) UGC style - 36% better CPA than average",
"hook": "Transformation (before/after) and Social Proof - 33% better CPA",
"cta": "Value-focused ('Get 20% off', 'Start Free') - 35% better CPA",
"combination": "UGC Video + Transformation/Social Proof Hook + Value CTA = formula for success"
},
"next_actions": {
"immediate": [
"Pause CR_005 and CR_008 (save $1,870/month)",
"Increase budget on CR_007 to $500",
"Reduce spend on CR_003 by 50%"
],
"this_week": [
"Brief new UGC transformation content based on CR_004 success",
"Create shorter versions of CR_001 and CR_004",
"Test carousel with testimonial content"
],
"monitor": [
"CR_002 and CR_010 - close to average, could tip either direction",
"CR_007 after budget increase - confirm performance holds"
]
}
}
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