Creative Performance & Message Resonance Dashboard

NovaSkin DTC · $2.4M Monthly Meta Spend · 47 Active Creative Variants

North-Star Goal

-20% Cost Per Incremental Conversion

90-Day Target via Creative Rotation

Hook Rate

32.4%

+4.2% vs LW

Completion Rate

58.7%

+2.1% vs LW

Thumb-Stop Ratio

0.28

-0.03 vs LW

Creative ROAS

3.8×

+0.4× vs LW

Winning Variants %

64%

+11% vs LW

Creative Velocity

14d

-9d vs Q1

Hook Rate vs Completion Rate by Creative Variant

Bubble size = Weekly Spend · Color indicates ROAS tier · Top-right quadrant = high performers

Frequency-to-Fatigue Index by Week

Threshold at 1.0 = fatigue onset · Values >1.2 = rotate creative immediately

Creative Velocity Trend

Days from brief to first winning variant · Step-change at Week 5 = template redesign

Top Creative Variants (Last 30 Days)

Creative ID	Hook %	Completion %	Thumb-Stop	ROAS	Lift Score	Weekly Spend	Status
UGC_15s_ProblemHook_FreeTrial_v3	38.2%	64.5%	0.34	4.8×	+0.28	$18,200	Winner
UGC_30s_TestimonialOpen_v2	35.1%	61.2%	0.31	4.2×	+0.21	$14,800	Winner
Static_Carousel_Ingredients_v5	29.8%	55.3%	0.27	3.6×	+0.12	$9,400	Active
UGC_15s_BeforeAfter_v4	28.4%	58.7%	0.25	3.4×	+0.09	$7,600	Active
Video_Story_FounderNarrative_v1	26.9%	52.1%	0.24	3.1×	+0.06	$5,900	Monitor
Static_Square_ProductShot_v8	22.3%	48.5%	0.20	2.6×	-0.02	$6,200	Monitor
Static_Square_LogoFirst_v1	18.3%	42.1%	0.17	2.1×	-0.05	$4,300	Rotate

Action Required: Static_Square_LogoFirst_v1 shows negative incremental lift (-0.05) yet consumes $4,300/week. Pause immediately and reallocate budget to UGC_15s_ProblemHook_FreeTrial_v3.

Audience-Creative Affinity Index

Engagement Rate ÷ Category Baseline · >1.0 = above-average resonance per segment

Incremental Lift Score Distribution

Variants ranked by incrementality · Positive = driving conversions above baseline

Thumb-Stop Ratio by Week & Creative Format

12-week trend · UGC formats maintain higher thumb-stop ratios · Static formats show fatigue after Week 8

Feed Placement CTR

2.84%

UGC Video 3.42%

Carousel 2.67%

Static Image 2.01%

Stories Placement CTR

3.12%

UGC Video 3.98%

Carousel 2.89%

Static Image 2.46%

Reels Placement CTR

4.21%

UGC Video 5.13%

Carousel 3.87%

Static Image 2.84%

Creative Brief Recommendations — Next 14 Days

Double Down

Problem-Hook UGC Format

UGC_15s_ProblemHook variants show 4.8× ROAS and 38.2% hook rate. Brief 3 new variants with different problem statements (sensitivity, texture, routine complexity).

Expected Impact: +$22K weekly revenue

Test & Learn

Testimonial Open in Stories

Stories placement CTR (3.12%) under-indexes vs Reels (4.21%). Test testimonial-open creative adapted for 9:16 vertical with text overlays for sound-off viewing.

Expected Impact: +0.8% Stories CTR

Immediate Pause

Logo-First Static Variants

Static_Square_LogoFirst_v1 (4 months old) shows -0.05 incremental lift and 18.3% hook rate. Pause and redirect $4.3K/week to winning UGC variants.

Expected Impact: -$1.2K wasted spend/week