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Creative analytics

Hook rate, hold rate, fatigue and ROAS per creative, hook, creator and format.

Creative analytics shows which ads earn their spend. It reads ad-level spend and video stats from Meta and TikTok and joins them with the orders ROASaurus tracks on your store, so each creative gets its own ROAS and CPA next to its attention metrics.

What you need

1. A connected ad account. Connect Meta with Log in with Facebook or a System User token with ads_read (see Connect Meta), and TikTok with an Events API token and advertiser id. Ad-level stats are synced for Meta and TikTok only; campaign spend also syncs from the other ad accounts you connect.
2. UTM parameters on your ads. Revenue per creative comes from tracked orders, matched by utm_content. Put the ad name (or the ad id) in utm_content. For Meta, the template on Connect Meta already does this with utm_content={{ad.name}}. In TikTok, use its dynamic value for the ad name or ad id in the same parameter.
3. A few days of data. Fatigue compares two 7-day windows, so it shows up after two weeks of delivery.

The metrics

• Spend, impressions, clicks and CTR come straight from the ad platform.
• Hook rate is the share of video impressions that watched at least 3 seconds (2 seconds on TikTok). It tells you whether the opening stops the scroll.
• Hold rate is the share of video impressions that reached a ThruPlay (6 seconds on TikTok). It tells you whether the rest of the video keeps people watching.
• Orders, revenue, ROAS and CPA use last-click credit from your tracked orders, so they count each order once, unlike the platform's own numbers.
• Fatigue flags a creative when its click-through rate over the last 7 days is 25% or more below the 7 days before. Both windows need at least 1,000 impressions, so small ads are not flagged on noise.

Group by hook, creator or format

Switch the report between creative, ad, campaign, hook, creator and format. Hook, creator and format (and angle) are read from the ad name, so name ads like this:

hook: Problem | creator: Anna | format: UGC | angle: Price

Use : or = after each label, and separate them with |, _, ; or a comma. Ads with the same hook are then added up, so you can see whether a problem-first opening beats a testimonial across every ad that uses it.

Compare creatives over time

Tick up to three creatives and the trend chart shows them side by side for spend, ROAS, CTR, hook rate or impressions. Cards show the thumbnail, headline and the main numbers for each creative.

Why the numbers differ from Ads Manager

Ads Manager counts view-through conversions and uses its own attribution windows, and every platform claims the same sale. Creative analytics only credits orders it can tie to a click on that ad, so revenue is usually lower but comparable across Meta and TikTok. See How attribution works.

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