Creative Intelligence & Ad Fatigue Analytics

Luminary Skincare · $680K monthly creative media spend

Creative-Driven Revenue

$1.24M

+8.3% MoM

Hook Engagement Rate

34.2%

+2.1pp

Scroll-Stop Rate

26.8%

-4.2pp

TikTok algorithm impact

Avg Creative ROAS

2.4x

+0.3x

Above 2.0x target

Avg Fatigue Velocity

0.19%

Improved

CTR decay/day

Production ROI

42.1x

+6.2x

Target: $38+

Top Creative Concepts — Performance Matrix

Concept	Days Live	Hook Rate	ROAS	Longevity Index	Fatigue Velocity	Prod ROI	Status
Founder_Story_UGC_v2	29	38.1%	3.2x	29	0.11%	67x	Hero
Social_Proof_Grid_v1	22	31.4%	2.8x	24	0.16%	51x	Active
BeforeAfter_Carousel_v3	18	28.9%	2.1x	19	0.21%	39x	Active
Ingredient_Education_v5	14	26.2%	1.9x	15	0.27%	34x	Monitor
Flash_Sale_Static_v4	11	18.3%	1.4x	8	0.31%	22x	Fatigued

CTR Decay Trajectory — Top 5 Concepts

Flash_Sale_Static_v4 showing critical fatigue velocity breach

Hook Engagement Rate by Hook Type

First 3-second video retention across hook styles

Scroll-Stop Rate by Platform & Format

TikTok static formats dropped 38% on day 16 (algorithm update)

Creative Concept ROAS vs Longevity Index

Bubble size = production cost | Target zone: ROAS >2.0x, Longevity >21 days

Production Cost to Revenue Analysis

Total Production Spend (30d)

$18,400

12 concepts produced

Creative-Attributed Revenue

$1.24M

42.1x production ROI

Avg Cost per Concept

$1,533

Down from $2,100 last month

Critical Insight: TikTok Algorithm Impact + Flash Sale Fatigue

On day 16, TikTok algorithm update caused 38% drop in scroll-stop rates for static formats. Flash_Sale_Static_v4 breached critical fatigue velocity (0.31%/day) with CTR decaying from 4.1% to 1.2% in 11 days. Recommendation: rotate Flash_Sale creative out, shift TikTok budget to video formats (UGC/Social Proof), test new social-proof hooks to sustain 34%+ engagement rate.