Service template
Evaluate creatives across their lifecycle
The illustrative team promotes apparent winners but does not link retest spend and later production margin to the same creative.
Request a first consultationBusiness result
Profitable scaled winners per dollar of total search cost.
- Next step
- Understand the cause
- Working output
- Project brief
- Unit of analysis
- Creative ID × launch attempt × setup × fixed D7 cohort
- Decision owner
- Creative Strategy Lead
Hypotheses and diagnostic checks
- Create an attempt registry and compare promotion policies using as-of evidence.
- Define a check that can answer: What did this attempt produce, versus the creative's later production history?
- Define a check that can answer: Did candidates receive comparable exposure and equally completed outcome windows?
- Define a check that can answer: Is later creative value counted only once across repeat launches?
- Record the observation that would disprove each explanation.
Acceptance checks
- Each promotion is linked to an identified attempt.
- Cohorts have the same completed horizon; later value is not duplicated across ad sets.
Deliverables
- A diagnosis with competing explanations and the next check
- Agreed scope, source requirements, responsibilities and acceptance checks.
- A working brief for a readiness and delivery conversation, not a completed investigation.