Rosewater Growth · Weekly performance
Alaskan King Crab Co. Weekly Report
Free Shipping day one booked $30,141 on 48 store orders at 3.86x aMER, with two of the three days still to run; September is at 105% of the revenue plan and 112% of contribution margin, and the Sep 14 to 19 week is unchanged below.
Tab 01 / The business revenue plan
September is at 105% of the revenue plan and 112% of contribution margin
Plan pacing in Statlas. Tab 2 is platform performance; the two are never compared.
Live now · day 1 of 3
Free Shipping day one booked $30,141 on 48 store orders, 130.7% of plan
Mon 21 Sep to Wed 23 Sep. Two of the three days are still to run, and emails #4 to #7 plus SMS #2 have not sent yet.
Store revenue
$30,141
130.7% of the $23,065 plan
New-customer revenue
$16,127
24 new orders against a plan of 21
Paid spend
$4,175
Meta $3,046 + Google $1,129
aMER
3.86x
MER 7.22x, order revenue over paid
New-customer CAC
$174
against a plan of $218
Meta purchases
15
$8,326 at 2.73x, Meta platform
Free Ship September CBO
$1,057
35% of Meta spend on day one
Top Ads Consolidated
$1,349
7 orders at 3.23x alongside it
| Day one, Mon 21 Sep | Plan | Actual | % of plan |
|---|---|---|---|
| Revenue | $23,065 | $30,141 | 130.7% |
| Paid spend | $5,004 | $4,175 | 83.4% |
| New customers | 21 | 24 | 114.3% |
| New-customer CAC | $218 | $174 | 79.9% |
Plan from Statlas, actual from Supermetrics order revenue and platform spend. The two layers reconcile within a few percent on this month, so they are compared directly.
Day one is an encouraging start that still needs two more days. Against the trailing non-promo daily average of $12,992 revenue on $3,325 of paid spend, day one ran $30,141 revenue on $4,175, with aMER at 3.86x against 1.96x and new-customer CAC at $174 against $323. It rests on 48 orders in a single day.
Plan pacing, Statlas actuals through Sep 19
Source: Statlas planRevenue, Sep 1 to 19
$453,402
105% of goalgoal $432,906
Contribution margin
$85,511
112% of goalgoal $76,023
Acquisition revenue
$195,453
82% of goalgoal $237,811
Total spend
$85,220
105% of goalgoal $81,325
Acquisition MER
2.29x
78% of goalgoal 2.92x
CAC
$237
113% of goalgoal $209
Statlas actuals run through Sep 19. Its Sep 20 row is partial, carrying $1,232 against $11,258 of order revenue in Supermetrics, so Sep 20 and 21 are held out of this pacing view. They are covered in tab 3 and in the day-one block above.
Margin is ahead of plan while acquisition revenue is behind, and day one of the promo is the first move against that gap. Contribution margin is 112% of goal and returning revenue 132%, against acquisition revenue at 82% for the month and 61% for the week.
Both weeks against the same weekly target
Source: Statlas plan| Measure | Weekly goal | Sep 7–12 | % of goal | Sep 14–19 | % of goal |
|---|---|---|---|---|---|
| Revenue | $105,008 | $76,586 | 73% | $72,135 | 69% |
| Contribution margin | $15,438 | $9,083 | 59% | $4,902 | 32% |
| Acquisition revenue | $63,819 | $37,755 | 59% | $38,633 | 61% |
| Total spend | $22,783 | $19,042 | 84% | $19,790 | 87% |
| Acquisition MER | 2.80x | 1.98x | 71% | 1.95x | 70% |
| CAC | $217 | $291 | 134% | $269 | 124% |
| New customers | 96 | 61 | 64% | 66 | 69% |
Two consecutive weeks landed in the same place against an identical target, so this is the plan's September curve rather than a step down. Revenue 73% then 69% of goal on spend of 84% then 87%, leaving $2,993 of approved budget for the Free Shipping window.
Day by day against plan, Sep 1 to 19
Source: Statlas planRevenue actualRevenue goalSpend actual (right axis)Spend goal
Day-by-day table, all 19 days
| Day | Revenue | Goal | % of goal | Spend | Goal | Contribution margin | Goal |
|---|---|---|---|---|---|---|---|
| Sep 01 | $68,283 | $46,788 | 146% | $10,248 | $7,825 | $17,753 | $9,168 |
| Sep 02 | $91,624 | $60,847 | 151% | $10,617 | $7,951 | $24,896 | $14,143 |
| Sep 03 | $98,384 | $58,269 | 169% | $11,291 | $7,618 | $27,110 | $13,504 |
| Sep 04 | $9,817 | $11,758 | 83% | $3,994 | $2,551 | −$1,457 | $1,706 |
| Sep 05 | $13,732 | $11,770 | 117% | $3,411 | $2,554 | $1,720 | $1,708 |
| Sep 06 | $13,799 | $16,729 | 82% | $3,967 | $3,630 | $1,467 | $2,459 |
| Sep 07 | $19,619 | $23,065 | 85% | $3,800 | $5,004 | $3,807 | $3,404 |
| Sep 08 | $17,326 | $19,597 | 88% | $3,705 | $4,252 | $3,028 | $2,871 |
| Sep 09 | $8,151 | $20,177 | 40% | $3,492 | $4,378 | −$1,053 | $2,988 |
| Sep 10 | $17,990 | $18,641 | 97% | $2,895 | $4,044 | $3,531 | $2,761 |
| Sep 11 | $5,258 | $11,758 | 45% | $2,703 | $2,551 | −$782 | $1,706 |
| Sep 12 | $8,242 | $11,770 | 70% | $2,447 | $2,554 | $552 | $1,708 |
| Sep 13 | $9,042 | $16,729 | 54% | $2,860 | $3,630 | $37 | $2,459 |
| Sep 14 | $9,848 | $23,065 | 43% | $2,813 | $5,004 | −$441 | $3,404 |
| Sep 15 | $17,734 | $19,597 | 90% | $2,809 | $4,252 | $2,690 | $2,871 |
| Sep 16 | $9,452 | $20,177 | 47% | $3,324 | $4,378 | $282 | $2,988 |
| Sep 17 | $11,234 | $18,641 | 60% | $3,545 | $4,044 | $911 | $2,761 |
| Sep 18 | $10,428 | $11,758 | 89% | $3,684 | $2,551 | $249 | $1,706 |
| Sep 19 | $13,439 | $11,770 | 114% | $3,615 | $2,554 | $1,211 | $1,708 |
| Sep 1–19 | $453,402 | $432,906 | 105% | $85,220 | $81,325 | $85,511 | $76,023 |
Acquisition by channel, Sep 14 to 19
Source: Statlas plan| Channel | Acq spend | Acq revenue | Goal | % of goal | Acq ROAS | Goal |
|---|---|---|---|---|---|---|
| $10,837 | $15,828 | $27,118 | 58% | 1.46x | 1.78x | |
| $6,150 | $23,382 | $13,192 | 177% | 3.80x | 2.85x |
Facebook holds 64% of acquisition spend, so its gap sets the account number. Facebook delivered 58% of its acquisition revenue target against Google at 177%.
Tab 02 / Platform performance
CPM rose 18.4% while CTR and on-site conversion held flat
Meta and Google, Sep 14 to 19 against Sep 7 to 12, unchanged. The two days since are shown separately at the foot of this tab.
Meta spend
$12,280
▲ +16.4%vs $10,552
Meta ROAS
1.86x
▼ −16.8%vs 2.23x
Meta purchases
30
▼ −6.2%vs 32
Meta CPM
$46.93
▲ +18.4%vs $39.63
Page-to-cart
8.26%
▲ +14.8%vs 7.19%
Meta CAC
$409
▲ +24.1%vs $330
The ROAS move is an auction-cost move, not a creative or site move. Spend rose 16.4% and CPM 18.4% while CTR, click-to-page and page-view-to-purchase all moved under 4%; page-to-cart improved 14.8%. Thirty orders is a thin base, so read direction not verdict.
What moved, metric by metric
Source: Meta platform (7d click / 1d view)| Metric | Sep 7–12 | Sep 14–19 | Change |
|---|---|---|---|
| CPM | $39.63 | $46.93 | ▲ +18.4% |
| Outbound CTR | 2.61% | 2.57% | • −1.8% |
| Click to landing page | 88.28% | 88.50% | • +0.2% |
| Page to cart | 7.19% | 8.26% | ▲ +14.8% |
| Page view to purchase | 0.52% | 0.50% | ▼ −3.1% |
| AOV | $737 | $760 | ▲ +3.2% |
| ROAS | 2.23x | 1.86x | ▼ −16.8% |
Top Ads Consolidated took 57% of Meta spend, up from 28%
Source: Meta ad level (7d click / 1d view)| Campaign | Spend | Share | WoW spend | Orders | ROAS |
|---|---|---|---|---|---|
| Acquisition - CBO - Top Ads Consolidated (Evergreen + Welcome Offer) | $7,049 | 57% | ▲ +140.6% | 14 | 1.44x |
| Acquisition - CBO - Evergreen Batches | $3,294 | 27% | ▼ −2.5% | 5 | 1.18x |
| RTN - Top Performing Ads (7dc) | $1,442 | 12% | ▲ +87.5% | 9 | 4.84x |
| Acquisition - ABO - Evergreen Testing | $495 | 4% | ▼ −85.7% | 2 | 3.61x |
The consolidation is working as planned. Evergreen Testing rested from $3,474 to $495 while the consolidated campaign went $2,930 to $7,049 and carried 72% of the week's adds-to-cart on 14 orders.
Google Ads, Sep 14 to 19
Source: Google Ads (model-based, directional only)| Segment | Cost | WoW | Conv. | Conv. value | ROAS |
|---|---|---|---|---|---|
| PMax | $4,508 | ▼ −12.6% | 19.1 | $10,771 | 2.39x |
| Non-Brand Search | $1,643 | ▼ −20.1% | 8.8 | $6,728 | 4.10x |
| Demand Gen | $771 | ▲ +4.0% | 0.0 | $0 | 0.00x |
| Brand | $587 | ▲ +10.3% | 10.0 | $7,364 | 12.53x |
| Google total | $7,510 | ▼ −11.5% | 37.9 | $24,862 | 3.31x |
Google conversions are model-based and fractional. Demand Gen carried $771 this week with no modelled conversions and one the week before, so the headroom there is still available.
The two days since the week closed
Source: Meta platform + Google Ads + ShopifyShown separately so they do not move the Sep 14 to 19 averages above.
| Day | Meta spend | Meta orders | Meta ROAS | Google spend | Store revenue | Store orders |
|---|---|---|---|---|---|---|
| Sun 20 Sep | $2,341 | 8 | 3.02x | $1,124 | $11,258 | 15 |
| Mon 21 Sep Promo day 1 | $3,046 | 15 | 2.73x | $1,129 | $30,141 | 48 |
The promo opened on Monday and Meta spend stepped up with it. Meta ran $2,341 on Sunday and $3,046 on Monday at 2.73x, and the store took $30,141 on 48 orders on day one against $11,258 on 15 the day before.
Tab 03 / Month to date
September stands at $513,668 on 760 store orders through Sep 21
Store data on Pacific days; plan pacing is tab 1.
Store revenue is reported as order revenue: gross sales less discounts, plus shipping and tax.
Store revenue MTD
$513,668
760 orders, order revenue
New-customer revenue
$226,994
44% of revenue
Total paid spend
$92,857
Meta + Google
MER
5.53x
order revenue / paid spend
aMER
2.44x
new-customer order revenue / paid spend
Blended new-customer CAC
$265
350 new orders
Day one of the promo ran well ahead of the month's recent daily pattern. Mon 21 Sep took $30,141 on 48 orders at 3.86x aMER, against a month-to-date aMER of 2.44x and a trailing non-promo daily average of $12,992.
September day by day
Source: Shopify order revenue (America/Los_Angeles) + Meta and Google spendNew-customer revenueReturning revenuePaid spend (right axis)
New customers were 51% of store revenue this week, up from 48%
Source: Shopify order revenue (America/Los_Angeles)| Window | Revenue | Orders | AOV | New revenue | New share | Paid spend | MER | aMER |
|---|---|---|---|---|---|---|---|---|
| Sep 7–12 | $83,756 | 131 | $639 | $40,165 | 48% | $19,041 | 4.40x | 2.11x |
| Sep 14–19 | $77,865 | 122 | $638 | $39,973 | 51% | $19,789 | 3.93x | 2.02x |
| Mon 21 Sep, promo day 1 | $30,141 | 48 | $628 | $16,127 | 54% | $4,175 | 7.22x | 3.86x |
| September 1–21 | $513,668 | 760 | $676 | $226,994 | 44% | $92,857 | 5.53x | 2.44x |
Tab 04 / Launches & creative review
July and August creative carried 62% of spend and 21 of 30 orders
Every ad sits in the month or week it first delivered, so the cohorts sum to 100% of Meta spend.
Launched this week (Sep 14-19)$3,146 · 25.6% · 2 orders · 0.50x
Launched last week (Sep 7-13)$597 · 4.9% · 1 order · 1.14x
Launched Sep 1-6$45 · 0.4% · 1 order · 33.86x
August vintage$3,375 · 27.5% · 10 orders · 2.09x
July vintage$4,295 · 35.0% · 11 orders · 1.84x
June vintage$55 · 0.5% · 0 orders · 0.00x
May vintage$766 · 6.2% · 5 orders · 5.32x
The account runs on a two-month creative shelf, and this week's launches have not yet taken a share of it. July took $4,295 at 1.84x on 11 orders and August $3,375 at 2.09x on 10, while the 68 ads launched Sep 15 to 17 took $3,146 on 2 orders. Statics returned 3.57x on $1,606 against video at 1.60x on $10,530.
Where the spend concentrated, by audience lane
Source: Motion tags x Meta ad level| Audience lane | Ads | Spend | Share | oCTR | Page→cart | Orders | ROAS |
|---|---|---|---|---|---|---|---|
| Seafood Enthusiasts | 14 | $3,455 | 28.5% | 2.78% | 11.51% | 10 | 2.34x |
| Online Food Shoppers | 8 | $2,235 | 18.4% | 3.18% | 5.62% | 4 | 0.80x |
| Broad | 17 | $1,753 | 14.4% | 2.21% | 8.39% | 4 | 2.19x |
| Gift Givers | 8 | $1,298 | 10.7% | 2.25% | 5.11% | 1 | 0.69x |
| Social Hosts | 17 | $1,288 | 10.6% | 2.28% | 4.50% | 4 | 3.03x |
| At-Home Gourmets | 2 | $601 | 4.9% | 3.23% | 2.72% | 0 | 0.00x |
| Everything else, 13 tagged values | 34 | $1,506 | 12.4% | – | – | 6 | 2.67x |
Social Hosts have as many ads live as the top lane and a fraction of the spend. 17 Host-tagged ads carried $1,288 at 3.03x on 4 orders, while 14 Seafood Enthusiast ads carried $3,455 at 2.34x on 10 of the week's 30.
27 promo creatives carried $1,057 on day one at 1.43x on 3 orders
Source: Meta ad level (7d click / 1d view) x MotionEvery asset that spent in the Free Ship September CBO yesterday. One day is not a read.
Free Ship 202609_First-Timer-SickofExpensiveShip-UGCVideo-FreeShipSep-V1
Spend
$295
28.0% of promo
ROAS
2.31x
acct 1.86x
Orders
1
promo total 3
oCTR
2.59%
acct 2.57%
Page→cart
5.42%
acct 8.26%
CAC
$295
acct $409
AOV
$684
acct $760
Page views
166
7,094 impressions
Retention, share of 3s viewers20% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 41.4% | 48.9% |
| 50% | 20.1% | 26.6% |
| 75% | 12.6% | 17.3% |
| 95% | 8.1% | 9.4% |
| 100% | 6.2% | 7.3% |
Thumbstop 26.9% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - BD - First Timer - HolyCrab - Static - FreeShip - V1
Spend
$190
18.0% of promo
ROAS
0.75x
acct 1.86x
Orders
1
promo total 3
oCTR
1.82%
acct 2.57%
Page→cart
4.17%
acct 8.26%
CAC
$190
acct $409
AOV
$142
acct $760
Page views
96
5,984 impressions
Static creative, no retention curve
Free Ship 202609_Gifter-ForgotGift-UGCVideo-FreeShipSep-V1
Spend
$129
12.2% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
2.37%
acct 2.57%
Page→cart
30.51%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
59
2,612 impressions
Retention, share of 3s viewers31% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 53.0% | 48.9% |
| 50% | 31.0% | 26.6% |
| 75% | 17.3% | 17.3% |
| 95% | 9.4% | 9.4% |
| 100% | 7.9% | 7.3% |
Thumbstop 23.0% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - BD - First Timer - OrderTodayEatToms - Static - FreeShipSep -
Spend
$127
12.0% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
1.52%
acct 2.57%
Page→cart
3.28%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
61
4,617 impressions
Static creative, no retention curve
Free Ship 202609 - BD - FirstTimer - NotCloseToOcean - UGCVideo - FreeShipSep
Spend
$84
7.9% of promo
ROAS
8.21x
acct 1.86x
Orders
1
promo total 3
oCTR
1.62%
acct 2.57%
Page→cart
25.00%
acct 8.26%
CAC
$84
acct $409
AOV
$686
acct $760
Page views
24
1,788 impressions
Retention, share of 3s viewers17% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 36.3% | 48.9% |
| 50% | 16.7% | 26.6% |
| 75% | 11.4% | 17.3% |
| 95% | 5.8% | 9.4% |
| 100% | 5.3% | 7.3% |
Thumbstop 21.4% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - Hosting - PlayoffSavings - UGCVideo - FreeShipSep - V1
Spend
$40
3.8% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
2.88%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
19
659 impressions
Retention, share of 3s viewers34% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 53.8% | 48.9% |
| 50% | 33.7% | 26.6% |
| 75% | 22.5% | 17.3% |
| 95% | 10.6% | 9.4% |
| 100% | 9.4% | 7.3% |
Thumbstop 24.8% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - BD - First Timer - 3DayUrgency - Static - FreeShipSep - V1
Spend
$30
2.9% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
1.76%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
14
1,021 impressions
Static creative, no retention curve
Free Ship 202609 - BD - First Timer - OrderTodayEatToms - Static - FreeShipSep -
Spend
$22
2.1% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
0.76%
acct 2.57%
Page→cart
50.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
6
790 impressions
Static creative, no retention curve
Free Ship 202609 - BD - Foodie - OrderPallet - Video - FreeShip - V1
Spend
$20
1.9% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
1.51%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
7
397 impressions
Retention, share of 3s viewers28% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 66.1% | 48.9% |
| 50% | 28.1% | 26.6% |
| 75% | 15.7% | 17.3% |
| 95% | 6.6% | 9.4% |
| 100% | 5.8% | 7.3% |
Thumbstop 30.8% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609_Host-Fallishere-UGCVideo-FreeShipSep-V1
Spend
$19
1.8% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
2.66%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
15
602 impressions
Retention, share of 3s viewers100% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 100.0% | 48.9% |
| 50% | 100.0% | 26.6% |
| 75% | 80.8% | 17.3% |
| 95% | 68.5% | 9.4% |
| 100% | 65.4% | 7.3% |
Thumbstop 22.0% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - Hosting - DinnerPartyMadeEasy - UGCVideo - FreeShipSep - V1
Spend
$16
1.5% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
2.65%
acct 2.57%
Page→cart
25.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
8
339 impressions
Retention, share of 3s viewers24% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 43.3% | 48.9% |
| 50% | 23.7% | 26.6% |
| 75% | 10.3% | 17.3% |
| 95% | 7.2% | 9.4% |
| 100% | 7.2% | 7.3% |
Thumbstop 28.6% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - Gifter - SeptBirthday - UGCVideo - FreeShipSep - V1
Spend
$14
1.3% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
2.46%
acct 2.57%
Page→cart
42.86%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
7
244 impressions
Retention, share of 3s viewers28% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 55.4% | 48.9% |
| 50% | 27.7% | 26.6% |
| 75% | 18.5% | 17.3% |
| 95% | 10.8% | 9.4% |
| 100% | 10.8% | 7.3% |
Thumbstop 27.1% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - Hosting - UpgradeSpread - Static - FreeShipSep - V1
Spend
$12
1.2% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
3.12%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
12
481 impressions
Static creative, no retention curve
Free Ship 202609 - Host - FallIntoFlavor- Static - FreeShipSep - V1
Spend
$11
1.0% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
0.29%
acct 2.57%
Page→cart
–
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
0
350 impressions
Static creative, no retention curve
Free Ship 202609 - BD - First Timer - OrderTodayEatToms - Static - FreeShipSep -
Spend
$10
0.9% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
1.03%
acct 2.57%
Page→cart
25.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
4
291 impressions
Static creative, no retention curve
Free Ship Untitled - September 04, 2026 at 15.20.25-1
Spend
$6
0.6% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
2.29%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
8
524 impressions
Static creative, no retention curve
Free Ship 202609 - BD - Host - FootballSeasoninFullSwing - UGCVideo - FreeShip
Spend
$5
0.4% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
0.00%
acct 2.57%
Page→cart
–
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
0
57 impressions
Retention, share of 3s viewers27% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 54.5% | 48.9% |
| 50% | 27.3% | 26.6% |
| 75% | 9.1% | 17.3% |
| 95% | 0.0% | 9.4% |
| 100% | 0.0% | 7.3% |
Thumbstop 20.0% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - BD - First Timer - ShellYeah - Static - FreeShipSep - V1
Spend
$4
0.4% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
1.27%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
2
157 impressions
Static creative, no retention curve
Free Ship 202609 - BD - Repeat Buyer - OvernightShipTestimonial - Static - FreeS
Spend
$4
0.4% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
3.51%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
3
114 impressions
Static creative, no retention curve
Free Ship 202609 -Gifting - AGiftYouCantGoWrongWith - UGCVideo - FreeShipSep -
Spend
$4
0.4% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
2.67%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
3
75 impressions
Retention, share of 3s viewers39% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 72.2% | 48.9% |
| 50% | 38.9% | 26.6% |
| 75% | 22.2% | 17.3% |
| 95% | 11.1% | 9.4% |
| 100% | 11.1% | 7.3% |
Thumbstop 24.0% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - BD - First Timer - RealPeople - Video - FreeShip - V1
Spend
$3
0.3% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
3.45%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
2
58 impressions
Retention, share of 3s viewers12% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 43.8% | 48.9% |
| 50% | 12.5% | 26.6% |
| 75% | 0.0% | 17.3% |
| 95% | 0.0% | 9.4% |
| 100% | 0.0% | 7.3% |
Thumbstop 27.6% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - BD - Gifter - IDidn't AskForThis - UGCVideo - FreeShipSep -
Spend
$3
0.3% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
0.87%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
1
115 impressions
Retention, share of 3s viewers27% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 46.7% | 48.9% |
| 50% | 26.7% | 26.6% |
| 75% | 10.0% | 17.3% |
| 95% | 10.0% | 9.4% |
| 100% | 6.7% | 7.3% |
Thumbstop 26.1% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - BD - First Timer - 72HoursFree - Carousel - FreeShipSep - V
Spend
$3
0.2% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
1.84%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
4
217 impressions
Static creative, no retention curve
Free Ship 202609 - BD - Gifter - FallBirthdayComing - Static - FreeShipSep - V1
Spend
$2
0.2% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
0.00%
acct 2.57%
Page→cart
–
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
0
74 impressions
Static creative, no retention curve
Free Ship 202609 - Hosting - TailgatingSzn - Static - FreeShipSep - V1
Spend
$2
0.2% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
1.45%
acct 2.57%
Page→cart
–
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
0
69 impressions
Static creative, no retention curve
Free Ship 202609 - Gifter - WeddingAnniversary - UGCVideo - FreeShipSep - V1
Spend
$1
0.1% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
7.69%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
3
39 impressions
Retention, share of 3s viewers13% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 20.0% | 48.9% |
| 50% | 13.3% | 26.6% |
| 75% | 6.7% | 17.3% |
| 95% | 6.7% | 9.4% |
| 100% | 6.7% | 7.3% |
Thumbstop 38.5% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Free Ship 202609 - BD - First Timer - 72HoursFree - UGCVideo - FreeShipSep - V1
Spend
$1
0.1% of promo
ROAS
0.00x
acct 1.86x
Orders
0
promo total 3
oCTR
5.56%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
AOV
–
acct $760
Page views
1
18 impressions
Retention, share of 3s viewers17% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 50.0% | 48.9% |
| 50% | 16.7% | 26.6% |
| 75% | 16.7% | 17.3% |
| 95% | 16.7% | 9.4% |
| 100% | 16.7% | 7.3% |
Thumbstop 33.3% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Three orders across 27 assets is a first day, not a verdict. The funded-winner bar on this account is $300 of spend with 3 or more orders at or above account ROAS, and no promo asset has reached it yet; the top two carry $295 and $190 with one order each.
Evergreen launches: 68 ads went live Sep 15 to 17 and took 26% of Meta spend
Source: Meta ad level + Motion tagsThe 19 carrying $20 or more are shown; 93% of the launch spend sits behind them.
202604 - BD - Gifting - Birthday - Evergreen - v1
Spend
$935
7.6% of spend
ROAS
0.95x
acct 1.86x
Orders
1
acct 30
oCTR
2.17%
acct 2.57%
Page→cart
5.34%
acct 8.26%
CAC
$935
acct $409
Retention, share of 3s viewers45% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 80.7% | 48.9% |
| 50% | 45.4% | 26.6% |
| 75% | 31.3% | 17.3% |
| 95% | 15.9% | 9.4% |
| 100% | 12.6% | 7.3% |
Thumbstop 48.1% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202609 - FirstTimer - ReIntroduceOurselves - UGCVideo - Evergreen - V
Spend
$595
4.8% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
3.22%
acct 2.57%
Page→cart
2.76%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers17% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 30.7% | 48.9% |
| 50% | 17.0% | 26.6% |
| 75% | 10.5% | 17.3% |
| 95% | 6.5% | 9.4% |
| 100% | 4.7% | 7.3% |
Thumbstop 29.6% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V
Spend
$382
3.1% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
3.23%
acct 2.57%
Page→cart
5.35%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers25% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 31.7% | 48.9% |
| 50% | 25.3% | 26.6% |
| 75% | 18.7% | 17.3% |
| 95% | 6.5% | 9.4% |
| 100% | 3.6% | 7.3% |
Thumbstop 41.1% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202607 - Gifter - BirthdayGiftFastShip - UGCVideo - FreeShipJuly - V1
Spend
$239
1.9% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
2.63%
acct 2.57%
Page→cart
5.05%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers23% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 41.1% | 48.9% |
| 50% | 22.9% | 26.6% |
| 75% | 13.9% | 17.3% |
| 95% | 9.0% | 9.4% |
| 100% | 7.4% | 7.3% |
Thumbstop 29.6% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202607 - BD - Gifter - ForgottenBday - UGCVideo - Evergreen - V1
Spend
$112
0.9% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
2.93%
acct 2.57%
Page→cart
14.29%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers33% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 63.6% | 48.9% |
| 50% | 33.3% | 26.6% |
| 75% | 17.4% | 17.3% |
| 95% | 10.6% | 9.4% |
| 100% | 9.2% | 7.3% |
Thumbstop 26.6% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202608 - Skeptic - ComePack$1500Order - UGCVideo - Evergreen - V1_HP
Spend
$97
0.8% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
1.87%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers21% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 33.3% | 48.9% |
| 50% | 21.1% | 26.6% |
| 75% | 15.5% | 17.3% |
| 95% | 11.7% | 9.4% |
| 100% | 8.5% | 7.3% |
Thumbstop 33.9% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202606 - BD - Gifter - SnowCrabJustIn - Static - Evergreen - V1
Spend
$96
0.8% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
1.29%
acct 2.57%
Page→cart
6.67%
acct 8.26%
CAC
–
acct $409
Static creative, no retention curve
202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP
Spend
$90
0.7% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
2.20%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers39% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 73.5% | 48.9% |
| 50% | 38.6% | 26.6% |
| 75% | 25.3% | 17.3% |
| 95% | 15.5% | 9.4% |
| 100% | 11.8% | 7.3% |
Thumbstop 36.4% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202609 - BD - Splurger - NewFallFlavor - Static - Evergreen - V1
Spend
$68
0.6% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
2.74%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Static creative, no retention curve
202605 - BD - FirstTimer - ThinkingForWeeks - UGCVid - Evergreen - V1
Spend
$42
0.3% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
1.79%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers26% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 58.1% | 48.9% |
| 50% | 26.4% | 26.6% |
| 75% | 15.5% | 17.3% |
| 95% | 10.1% | 9.4% |
| 100% | 7.4% | 7.3% |
Thumbstop 33.0% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202609 - BD - Repeat Buyer - SeasonChanges - Static - Evergreen - V1
Spend
$40
0.3% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
1.78%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Static creative, no retention curve
202609 - Hosting - SundayFootball - Static - Evergreen - V1
Spend
$37
0.3% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
1.76%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Static creative, no retention curve
202607 - Gifter - TreatParents - UGCVid - Evergreen - V1
Spend
$36
0.3% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
2.01%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers13% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 29.8% | 48.9% |
| 50% | 13.2% | 26.6% |
| 75% | 7.3% | 17.3% |
| 95% | 3.8% | 9.4% |
| 100% | 2.6% | 7.3% |
Thumbstop 40.4% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1
Spend
$30
0.2% of spend
ROAS
22.68x
acct 1.86x
Orders
1
acct 30
oCTR
1.28%
acct 2.57%
Page→cart
9.09%
acct 8.26%
CAC
$30
acct $409
Static creative, no retention curve
202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1
Spend
$29
0.2% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
4.04%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers26% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 40.5% | 48.9% |
| 50% | 25.6% | 26.6% |
| 75% | 20.5% | 17.3% |
| 95% | 15.4% | 9.4% |
| 100% | 12.8% | 7.3% |
Thumbstop 32.8% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-
Spend
$25
0.2% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
5.16%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers42% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 59.4% | 48.9% |
| 50% | 41.7% | 26.6% |
| 75% | 30.2% | 17.3% |
| 95% | 20.3% | 9.4% |
| 100% | 15.1% | 7.3% |
Thumbstop 31.9% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202604 - Insense - ADAYDREAMBLOG - Skeptic - Worth the Price - Evergre
Spend
$25
0.2% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
1.36%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers36% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 72.1% | 48.9% |
| 50% | 35.6% | 26.6% |
| 75% | 29.8% | 17.3% |
| 95% | 23.1% | 9.4% |
| 100% | 20.2% | 7.3% |
Thumbstop 28.3% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
202609 - BD - Gifter - FallBirthdayComing - Static - Evergreen - V1
Spend
$24
0.2% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
1.60%
acct 2.57%
Page→cart
25.00%
acct 8.26%
CAC
–
acct $409
Static creative, no retention curve
202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
Spend
$20
0.2% of spend
ROAS
0.00x
acct 1.86x
Orders
0
acct 30
oCTR
3.62%
acct 2.57%
Page→cart
0.00%
acct 8.26%
CAC
–
acct $409
Retention, share of 3s viewers15% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 36.1% | 48.9% |
| 50% | 14.5% | 26.6% |
| 75% | 7.5% | 17.3% |
| 95% | 4.8% | 9.4% |
| 100% | 4.0% | 7.3% |
Thumbstop 32.9% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Two orders on $3,146 is too early to grade this batch. 72% of the launch spend sits on creative built before September and re-uploaded into the consolidated campaign, with $875 on 42 new September builds.
Full launch table, all 68 ads
| Ad name | Spend | Page views | Carts | Orders | ROAS |
|---|---|---|---|---|---|
| 202604 - BD - Gifting - Birthday - Evergreen - v1 | $935.47 | 487 | 26 | 1 | 0.95x |
| 202609 - FirstTimer - ReIntroduceOurselves - UGCVideo - Evergreen - V | $594.97 | 326 | 9 | 0 | 0.00x |
| 202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V | $381.71 | 187 | 10 | 0 | 0.00x |
| 202607 - Gifter - BirthdayGiftFastShip - UGCVideo - FreeShipJuly - V1 | $238.60 | 99 | 5 | 0 | 0.00x |
| 202607 - BD - Gifter - ForgottenBday - UGCVideo - Evergreen - V1 | $112.06 | 42 | 6 | 0 | 0.00x |
| 202608 - Skeptic - ComePack$1500Order - UGCVideo - Evergreen - V1_HP | $96.85 | 72 | 0 | 0 | 0.00x |
| 202606 - BD - Gifter - SnowCrabJustIn - Static - Evergreen - V1 | $95.55 | 45 | 3 | 0 | 0.00x |
| 202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP | $89.51 | 38 | 0 | 0 | 0.00x |
| 202609 - BD - Splurger - NewFallFlavor - Static - Evergreen - V1 | $67.83 | 12 | 0 | 0 | 0.00x |
| 202605 - BD - FirstTimer - ThinkingForWeeks - UGCVid - Evergreen - V1 | $41.92 | 5 | 0 | 0 | 0.00x |
| 202609 - BD - Repeat Buyer - SeasonChanges - Static - Evergreen - V1 | $39.76 | 10 | 0 | 0 | 0.00x |
| 202609 - Hosting - SundayFootball - Static - Evergreen - V1 | $36.72 | 11 | 0 | 0 | 0.00x |
| 202607 - Gifter - TreatParents - UGCVid - Evergreen - V1 | $36.45 | 18 | 0 | 0 | 0.00x |
| 202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1 | $30.48 | 11 | 1 | 1 | 22.68x |
| 202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1 | $28.99 | 24 | 0 | 0 | 0.00x |
| x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight- | $24.89 | 25 | 0 | 0 | 0.00x |
| 202604 - Insense - ADAYDREAMBLOG - Skeptic - Worth the Price - Evergre | $24.80 | 3 | 0 | 0 | 0.00x |
| 202609 - BD - Gifter - FallBirthdayComing - Static - Evergreen - V1 | $24.50 | 8 | 2 | 0 | 0.00x |
| 202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2 | $20.11 | 24 | 0 | 0 | 0.00x |
| 202607 - Gifter - TreatParents - UGCVid - Evergreen - V1 | $15.22 | 16 | 0 | 0 | 0.00x |
| 202608 - Insense [Nate Gill@nategill8] - Skeptic - NoConcernsWithShip | $14.31 | 7 | 2 | 0 | 0.00x |
| 202607 - Foodie - RealVsFake - Carousel - Evergreen - V1-1 | $14.06 | 10 | 0 | 0 | 0.00x |
| 202609 - BD - Gifter - IDidn'tAskForThis - UGCVideo - Evergreen - V1 | $13.96 | 4 | 0 | 0 | 0.00x |
| 202608 - Insense [Nate Gill_@nategill8] - Skeptic - NoConcernsWithShi | $12.57 | 2 | 0 | 0 | 0.00x |
| 202501 - Insense - HEYSHANNONLEE - Gifting - Birthday - Evergreen - V1 | $11.37 | 2 | 0 | 0 | 0.00x |
| 202609 - Foodie - CoverGrill - Video - Evergreen - V1 | $11.36 | 4 | 0 | 0 | 0.00x |
| 202609 - BD - Repeat Buyer - TryAFallKingCrabFeast - UGCVideo - Evergr | $10.95 | 0 | 0 | 0 | 0.00x |
| 202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Ever | $10.65 | 1 | 0 | 0 | 0.00x |
| 202609 - Splurger - SweaterWeather - Static - Evergreen - V1 | $9.72 | 2 | 0 | 0 | 0.00x |
| 202609 - BD - Gifter - KeepCelebrationsGoing - Static - Evergreen - | $9.25 | 3 | 0 | 0 | 0.00x |
| 202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1 | $8.96 | 7 | 0 | 0 | 0.00x |
| 202609 - Hosting - HostMaxxing - UGCVideo - Evergreen - V1 | $8.82 | 1 | 0 | 0 | 0.00x |
| 202609 - BD - Gifter - ForgotBirthdaySendPack - UGCVideo - Evergreen - | $8.31 | 0 | 0 | 0 | 0.00x |
| 202606 - BDProd - Foodie - MassiveSizeFlex - UGCVid - Evergreen - V1 | $7.58 | 4 | 0 | 0 | 0.00x |
| 202606 - Insense [LIFEWITHSHANB] - Splurger - GiftSurprise - UGCVid - | $7.14 | 3 | 0 | 0 | 0.00x |
| 202609 - BD - Foodie - TryAtYourOwnRisk - UGCVideo - Evergreen - V1 | $6.07 | 3 | 0 | 0 | 0.00x |
| 202609 - Splurger - FallComfortFood - UGCVideo - Evergreen - V1_HP – | $4.53 | 1 | 0 | 0 | 0.00x |
| 202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V1 | $4.31 | 5 | 0 | 0 | 0.00x |
| 202608 - BD - Gifting - TheirBdayTheirGift - Carousel - Evergreen - V1 | $3.99 | 3 | 0 | 0 | 0.00x |
| 202609 - BD - Skeptic - RealPeople - Static - Evergreen - V1 | $3.77 | 2 | 0 | 0 | 0.00x |
| 202609 - First Timer - SizeMatters- Static - Evergreen - V1 | $3.64 | 1 | 0 | 0 | 0.00x |
| 1 (3) | $3.53 | 3 | 0 | 0 | 0.00x |
| 202609 - Gifting - DontMakeGiftingComplicated - UGCVideo - Evergreen | $2.57 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - Gifter - DevouredNotRe-Gifted - Static - Evergreen - V1 | $2.50 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - Foodie - StopTalkingBite - UGCVideo - Evergreen - V1 | $2.22 | 1 | 0 | 0 | 0.00x |
| 202609 - Splurger - FallFamilyDinner - Static - Evergreen - V1 | $2.00 | 2 | 0 | 0 | 0.00x |
| 202609_Host-Fallishere-UGCVideo-FreeShipSep-V1 (1) | $1.89 | 0 | 0 | 0 | 0.00x |
| 202609 - Gifting - WeddingAnniversary - UGCVideo - Evergreen - V1 | $1.64 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - Host - ScoreButterDunk - Static - Evergreen - V1 | $1.47 | 0 | 0 | 0 | 0.00x |
| 202609 - Splurger - CraveableFallComfort - UGCVideo - Evergreen - V | $1.12 | 1 | 0 | 0 | 0.00x |
| 202609 - BD - Splurger - LoveAtFirstBite - UGCVideo - Evergreen - V1 | $0.93 | 0 | 0 | 0 | 0.00x |
| 202609 - Hosting - HostLikeAPro - UGCVideo - Evergreen - V1 | $0.87 | 0 | 0 | 0 | 0.00x |
| 202609 - Gifter - SeptBirthdays - UGCVideo - Evergreen - V1 | $0.81 | 1 | 0 | 0 | 0.00x |
| 202609 - BD - Foodie - FallFlavor - UGCVideo - Evergreen - V1 | $0.65 | 0 | 0 | 0 | 0.00x |
| 202609 - Splurger - CrabAholic - Static - Evergreen - V1 | $0.55 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - First Timer - Lineup - Static - Evergreen - V1 | $0.52 | 0 | 0 | 0 | 0.00x |
| 202609 - FirstTimer - SeptemberUpgrade - Static - Evergreen - V1_(1) | $0.44 | 0 | 0 | 0 | 0.00x |
| 202609 - First Timer - FreezerFriendly - Static - Evergreen - V1- | $0.24 | 0 | 0 | 0 | 0.00x |
| 202609 - Splurger - MakeKCLYourNextDateNight - UGCVideo - Evergreen | $0.15 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - Foodie - StopTalkingBite - UGCVideo - Evergreen - V1 | $0.13 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - Gifter - FallBirthdayComing - Static - Evergreen - V1 | $0.09 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - Foodie - FallFlavor - UGCVideo - Evergreen - V1 | $0.08 | 0 | 0 | 0 | 0.00x |
| 202609 - Host - VolunteerHosting - Video - Evergreen - V1 | $0.06 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - Gifter - ForgotBirthdaySendPack - UGCVideo - Evergreen - | $0.03 | 0 | 0 | 0 | 0.00x |
| 202609 - Splurger - CraveableFallComfort - UGCVideo - Evergreen - V | $0.01 | 0 | 0 | 0 | 0.00x |
| 202609 - Gifter -SayItWithCrab - UGCVideo - Evergreen - V1 | $0.01 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - Splurger - LoveAtFirstBite - UGCVideo - Evergreen - V1 | $0.01 | 0 | 0 | 0 | 0.00x |
| 202609 - BD - Gifter - IDidn'tAskForThis - UGCVideo - Evergreen - V1 | $0.01 | 0 | 0 | 0 | 0.00x |
194 ads launched in September against a 151 floor for Sep 21
Source: Meta ad IDs x AKC October Creative Demand ModelLaunches are distinct Meta ad IDs whose first month with spend is September, never ad names.
| Lane | Month target | Due by Sep 19 | Launched | Pacing |
|---|---|---|---|---|
| Host | 50 | 35.0 | 34 | ▼ −3% |
| Gifter | 36 | 25.2 | 27 | ▲ +7% |
| Foodie | 36 | 25.2 | 20 | ▼ −21% |
| First Timer | 30 | 21.0 | 48 | ▲ +129% |
| Splurger | 16 | 11.2 | 10 | ▼ −11% |
| Moment windows | 48 | 33.6 | 58 | ▲ +73% |
| Against the floor | 216 | 151 | 194 | ▲ +28% |
September is ahead of the demand model on volume, with Foodie the one lane behind. 194 ad IDs against a floor of 151 for Sep 21, including 27 Free Ship assets that first delivered on day one; Foodie launched 20 against 25 due.
Format and offer mix
| Split | Launched | Share |
|---|---|---|
| Video | 105 | 62.9% |
| Static / image | 57 | 34.1% |
| Carousel / GIF | 5 | 3.0% |
| Evergreen | 80 | 47.9% |
| Always-on offer | 56 | 33.5% |
| Moment window | 31 | 18.6% |
Tab 05 / Winners and iterations
Seafood Enthusiasts returned 2.34x on $3,455 and a third of Meta spend
Creative by Motion attribute, weighted by spend.
The soft spot is a format, not an audience. Behind The Scenes took $3,195, 26% of Meta spend, at 0.43x on 3 orders, while Montage took $5,508 at 1.86x on 14.
Intended audience
Source: Motion tags x Meta ad level| Intended audience | Ads | Spend | Share | oCTR | Page→cart | Orders | ROAS |
|---|---|---|---|---|---|---|---|
| Seafood Enthusiasts | 14 | $3,455 | 28.5% | 2.78% | 11.51% | 10 | 2.34x |
| Online Food Shoppers | 8 | $2,235 | 18.4% | 3.18% | 5.62% | 4 | 0.80x |
| Broad | 17 | $1,753 | 14.4% | 2.21% | 8.39% | 4 | 2.19x |
| Gift Givers | 8 | $1,298 | 10.7% | 2.25% | 5.11% | 1 | 0.69x |
| Social Hosts | 17 | $1,288 | 10.6% | 2.28% | 4.50% | 4 | 3.03x |
| At-Home Gourmets | 2 | $601 | 4.9% | 3.23% | 2.72% | 0 | 0.00x |
| First Time Customers | 4 | $320 | 2.6% | 2.16% | 23.08% | 2 | 4.35x |
| Celebrators | 5 | $299 | 2.5% | 1.89% | 19.80% | 2 | 5.09x |
| Everything else, 11 tagged values | 25 | $888 | 7.3% | – | – | 2 | 1.26x |
Messaging theme
Source: Motion tags x Meta ad level| Messaging theme | Ads | Spend | Share | oCTR | Page→cart | Orders | ROAS |
|---|---|---|---|---|---|---|---|
| Free Product | 13 | $3,253 | 26.8% | 2.83% | 12.79% | 10 | 2.12x |
| Shipped Overnight | 7 | $1,830 | 15.1% | 3.30% | 4.15% | 1 | 0.37x |
| Perfect Gift | 15 | $1,704 | 14.0% | 2.33% | 7.00% | 2 | 0.78x |
| Price Promotion | 2 | $909 | 7.5% | 2.49% | 7.72% | 1 | 1.08x |
| Restaurant Quality At Home | 4 | $672 | 5.5% | 3.10% | 2.95% | 0 | 0.00x |
| Easy Preparation | 4 | $653 | 5.4% | 2.45% | 3.77% | 2 | 2.52x |
| Massive Size | 10 | $592 | 4.9% | 2.44% | 6.44% | 2 | 4.36x |
| Behind The Scenes | 4 | $535 | 4.4% | 2.69% | 9.84% | 2 | 1.30x |
| Everything else, 13 tagged values | 41 | $1,988 | 16.4% | – | – | 9 | 3.89x |
Hook tactic
Source: Motion tags x Meta ad level| Hook tactic | Ads | Spend | Share | oCTR | Page→cart | Orders | ROAS |
|---|---|---|---|---|---|---|---|
| Shocking Statement | 4 | $2,590 | 24.6% | 2.95% | 11.40% | 8 | 2.03x |
| How To | 4 | $1,641 | 15.6% | 3.36% | 4.30% | 1 | 0.42x |
| Bold Claim | 9 | $1,137 | 10.8% | 2.96% | 6.91% | 1 | 0.87x |
| Directive | 3 | $1,001 | 9.5% | 2.22% | 5.04% | 1 | 0.89x |
| Question | 8 | $843 | 8.0% | 2.36% | 16.86% | 4 | 3.91x |
| Storytelling | 6 | $655 | 6.2% | 2.53% | 2.01% | 1 | 1.53x |
| Direct Address | 1 | $595 | 5.7% | 3.22% | 2.76% | 0 | 0.00x |
| Warning | 4 | $535 | 5.1% | 2.69% | 9.84% | 2 | 1.30x |
| Everything else, 11 tagged values | 34 | $1,534 | 14.6% | – | – | 5 | 2.62x |
Visual format
Source: Motion tags x Meta ad level| Visual format | Ads | Spend | Share | oCTR | Page→cart | Orders | ROAS |
|---|---|---|---|---|---|---|---|
| Montage | 33 | $5,508 | 45.4% | 2.75% | 10.32% | 14 | 1.86x |
| Behind The Scenes | 13 | $3,195 | 26.3% | 3.11% | 4.61% | 3 | 0.43x |
| Offer-First Banner | 13 | $1,079 | 8.9% | 1.87% | 13.97% | 4 | 2.89x |
| Reaction Video | 1 | $935 | 7.7% | 2.17% | 5.34% | 1 | 0.95x |
| Demo | 10 | $352 | 2.9% | 1.99% | 5.50% | 0 | 0.00x |
| Headline | 6 | $285 | 2.4% | 1.51% | 5.81% | 0 | 0.00x |
| Testimonial / review | 9 | $282 | 2.3% | 2.59% | 9.76% | 3 | 12.73x |
| Greenscreen | 6 | $231 | 1.9% | 2.60% | 6.74% | 1 | 5.08x |
| Everything else, 6 tagged values | 9 | $268 | 2.2% | – | – | 3 | 8.00x |
Asset type
Source: Motion tags x Meta ad level| Asset type | Ads | Spend | Share | oCTR | Page→cart | Orders | ROAS |
|---|---|---|---|---|---|---|---|
| UGC video | 72 | $10,418 | 85.8% | 2.77% | 7.70% | 23 | 1.62x |
| Image with text | 27 | $1,606 | 13.2% | 1.75% | 11.62% | 6 | 3.57x |
| High Production | 1 | $112 | 0.9% | 1.95% | 21.05% | 0 | 0.00x |
UGC video and UGC mashup are reported as a single format at your team's request, since most of the account's videos are combined clips. Values merged by summing spend, orders and revenue, with the rates recomputed from the totals.
Funded winners at the AKC bar
Source: Meta ad level (7d click / 1d view)The bar is $300 of spend and 3 or more orders at or above the account rate of 1.86x, lowered for an account running 25 to 35 orders a week.
202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1
Spend
$2,554
20.8% of spend
ROAS
1.89x
acct 1.86x
Orders
7
acct 30
oCTR
2.97%
acct 2.57%
Page→cart
11.46%
acct 8.26%
CAC
$365
acct $409
Retention, share of 3s viewers17% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 43.0% | 48.9% |
| 50% | 17.0% | 26.6% |
| 75% | 8.9% | 17.3% |
| 95% | 5.5% | 9.4% |
| 100% | 4.5% | 7.3% |
Thumbstop 32.8% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
CallCut a 15-second version opening on the free-pound line.
202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
Spend
$495
4.0% of spend
ROAS
2.03x
acct 1.86x
Orders
1
acct 30
oCTR
2.56%
acct 2.57%
Page→cart
2.62%
acct 8.26%
CAC
$495
acct $409
Retention, share of 3s viewers47% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 79.4% | 48.9% |
| 50% | 46.8% | 26.6% |
| 75% | 33.4% | 17.3% |
| 95% | 17.9% | 9.4% |
| 100% | 13.8% | 7.3% |
Thumbstop 43.1% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
CallPair it with the bundle landing page rather than the home page.
202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1
Spend
$366
3.0% of spend
ROAS
1.91x
acct 1.86x
Orders
2
acct 30
oCTR
1.56%
acct 2.57%
Page→cart
22.22%
acct 8.26%
CAC
$183
acct $409
Retention, share of 3s viewers26% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 48.0% | 48.9% |
| 50% | 25.9% | 26.6% |
| 75% | 15.0% | 17.3% |
| 95% | 9.6% | 9.4% |
| 100% | 8.2% | 7.3% |
Thumbstop 16.2% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
CallBrief a second cut with the same walkthrough against the Host persona.
202609 - BD - First Timer - FreeCrabThisWay - Static - WelcBuy4Get1 - V1
Spend
$247
2.0% of spend
ROAS
2.76x
acct 1.86x
Orders
1
acct 30
oCTR
1.99%
acct 2.57%
Page→cart
16.28%
acct 8.26%
CAC
$247
acct $409
Static creative, no retention curve
CallBrief two more layouts on the same free-pound headline.
202607 - FirstTimer - $139Value - UGCVid - WelcBuy4Get1 - V1
Spend
$232
1.9% of spend
ROAS
2.94x
acct 1.86x
Orders
1
acct 30
oCTR
2.45%
acct 2.57%
Page→cart
24.07%
acct 8.26%
CAC
$232
acct $409
Retention, share of 3s viewers16% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 37.7% | 48.9% |
| 50% | 15.9% | 26.6% |
| 75% | 10.4% | 17.3% |
| 95% | 6.6% | 9.4% |
| 100% | 5.2% | 7.3% |
Thumbstop 33.8% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
CallAsk for a version carrying the shipping line for Sep 21.
202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen -
Spend
$218
1.8% of spend
ROAS
2.00x
acct 1.86x
Orders
1
acct 30
oCTR
2.73%
acct 2.57%
Page→cart
19.78%
acct 8.26%
CAC
$218
acct $409
Retention, share of 3s viewers37% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 69.3% | 48.9% |
| 50% | 36.8% | 26.6% |
| 75% | 22.3% | 17.3% |
| 95% | 15.0% | 9.4% |
| 100% | 13.1% | 7.3% |
Thumbstop 27.4% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
CallMonitor whether it earns more budget.
202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
Spend
$176
1.4% of spend
ROAS
6.67x
acct 1.86x
Orders
1
acct 30
oCTR
1.40%
acct 2.57%
Page→cart
21.43%
acct 8.26%
CAC
$176
acct $409
Retention, share of 3s viewers13% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 43.8% | 48.9% |
| 50% | 12.7% | 26.6% |
| 75% | 7.1% | 17.3% |
| 95% | 5.1% | 9.4% |
| 100% | 4.8% | 7.3% |
Thumbstop 17.8% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
CallAsk for one closing cut aimed at people who added and did not buy.
VI | Break a Leg – Copy
Spend
$163
1.3% of spend
ROAS
7.54x
acct 1.86x
Orders
1
acct 30
oCTR
1.77%
acct 2.57%
Page→cart
13.56%
acct 8.26%
CAC
$163
acct $409
Retention, share of 3s viewers30% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 53.7% | 48.9% |
| 50% | 29.6% | 26.6% |
| 75% | 13.0% | 17.3% |
| 95% | 13.0% | 9.4% |
| 100% | 11.1% | 7.3% |
Thumbstop 1.5% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
CallBrief a version with a price line in the last five seconds.
One creative cleared the full bar. The rest carry $150 or more of spend with one or two orders at or above account ROAS, so they are signals rather than results.
One funded creative to monitor: 202607 - BD - FirstTimer - Free1lb - Static - WelcBuy4Ge took $301 with no orders this week at a 9.68% page-to-cart rate against 8.26% for the account, so it is filling the cart pool without closing.
Free Shipping creative, day one
Source: Meta ad level (7d click / 1d view)One day is not a read, and no promo asset has reached the bar. 27 promo creatives carried $1,057 at 1.43x on 3 orders on day one. The bar on this account is $300 of spend with 3 or more orders at or above the account rate of 1.86x, and the best-funded promo asset sits at $295 with one order. Tiles and full metrics are in tab 4.
Winning combinations: audience paired with message
Source: Motion tags x Meta ad level| Audience + message | Ads | Spend | Page→cart | Orders | ROAS |
|---|---|---|---|---|---|
| Seafood Enthusiasts Free Product | 4 | $2,855 | 12.35% | 8 | 1.93x |
| Online Food Shoppers Shipped Overnight | 2 | $1,611 | 4.38% | 1 | 0.42x |
| Gift Givers Perfect Gift | 8 | $1,298 | 5.11% | 1 | 0.69x |
| Broad Price Promotion | 2 | $909 | 7.72% | 1 | 1.08x |
| At-Home Gourmets Restaurant Quality At Home | 2 | $601 | 2.72% | 0 | 0.00x |
| Social Hosts Easy Preparation | 2 | $584 | 2.30% | 1 | 1.72x |
Start the next brief on Seafood Enthusiasts paired with the free-pound message. It carried $2,855 across 4 ads at 1.93x on 8 orders with a 12.35% page-to-cart rate against 8.26% for the account.
Tab 06 / Top 10 by spend
The ten biggest spenders carried 63% of Meta spend and 14 of 30 orders
Ranked by spend, not ROAS, on the Sep 14 to 19 week. Free Shipping promo creative is reported in tab 4.
One creative is doing a fifth of the work. The free-pound welcome-offer video took $2,554, 20.8% of Meta spend, at 1.89x on 7 orders; the next nine took $5,158 on 7 between them.
1
202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1
Acquisition - CBO - Top Ads Consolidated (Evergreen + Welcome Offer)
Spend
$2,554
20.8% of Meta spend
▲ +103.0%
ROAS
1.89x
acct 1.86x
▲ +5.4%
CAC
$365
acct $409
▼ −42.0%
Outbound CTR
2.97%
acct 2.57%
AOV
$690
acct $760
▼ −38.9%
Page→cart
11.46%
acct 8.26%
• −1.5%
CVR
0.54%
acct 0.50%
▲ +109.6%
Orders
7
2 last week
Retention, share of 3s viewers17% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 43.0% | 48.9% |
| 50% | 17.0% | 26.6% |
| 75% | 8.9% | 17.3% |
| 95% | 5.5% | 9.4% |
| 100% | 4.5% | 7.3% |
Thumbstop 32.8% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
UGC video in a Montage format, Seafood Enthusiasts audience, Free Product message, hook on shocking statement.
Do thisBrief a 15-second cut that opens on the free-pound line, and a Host-persona version of the same script.
Full ad name & copy
Ad name
07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_Welcome_Offer LP
07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_Welcome_Offer LP
Primary text
Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Headlines
Get 5th Pound Free / Your First Order Comes With a Gift / FREE King Crab
Get 5th Pound Free / Your First Order Comes With a Gift / FREE King Crab
2
202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1
Acquisition - CBO - Evergreen Batches
Spend
$1,229
10.0% of Meta spend
▼ −18.1%
ROAS
0.55x
acct 1.86x
▼ −77.7%
CAC
$1,229
acct $409
▲ +309.6%
Outbound CTR
3.42%
acct 2.57%
AOV
$682
acct $760
▼ −8.7%
Page→cart
4.13%
acct 8.26%
▲ +11.8%
CVR
0.13%
acct 0.50%
▼ −75.5%
Orders
1
5 last week
Retention, share of 3s viewers26% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 33.6% | 48.9% |
| 50% | 26.1% | 26.6% |
| 75% | 19.4% | 17.3% |
| 95% | 7.2% | 9.4% |
| 100% | 4.1% | 7.3% |
Thumbstop 38.9% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
UGC video in a Behind The Scenes format, Online Food Shoppers audience, Shipped Overnight message, hook on how to.
Do thisPair it with the bundle landing page and ask for a cut naming the offer in the first three seconds.
Full ad name & copy
Ad name
08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP
08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP
Primary text
Ever wonder how fresh, wild-caught king crab makes its way from the ocean to your house? 🦀🌊 From the moment it’s pulled from the icy water to the moment it arrives at your door, there’s a whole journey behind every bite. Watch how we bring fresh, wild-caught king crab from the ocean straight to your table.
Ever wonder how fresh, wild-caught king crab makes its way from the ocean to your house? 🦀🌊 From the moment it’s pulled from the icy water to the moment it arrives at your door, there’s a whole journey behind every bite. Watch how we bring fresh, wild-caught king crab from the ocean straight to your table.
Headlines
Fresh King Crab. Guaranteed. / Flash-Frozen / Wild-Caught
Fresh King Crab. Guaranteed. / Flash-Frozen / Wild-Caught
3
202604 - BD - Gifting - Birthday - Evergreen - v1
Acquisition - CBO - Top Ads Consolidated (Evergreen + Welcome Offer)
Spend
$935
7.6% of Meta spend
ROAS
0.95x
acct 1.86x
CAC
$935
acct $409
Outbound CTR
2.17%
acct 2.57%
AOV
$890
acct $760
Page→cart
5.34%
acct 8.26%
CVR
0.21%
acct 0.50%
Orders
1
0 last week
Retention, share of 3s viewers45% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 80.7% | 48.9% |
| 50% | 45.4% | 26.6% |
| 75% | 31.3% | 17.3% |
| 95% | 15.9% | 9.4% |
| 100% | 12.6% | 7.3% |
Thumbstop 48.1% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
UGC video in a Reaction Video format, Gift Givers audience, Perfect Gift message, hook on directive.
Do thisLet it reach a read before any judgement; it is four days old in this campaign.
Full ad name & copy
Ad name
04/10/2026_202604 - BD - Gifting - Birthday - Evergreen - v1_Video_202604 - BD - Gifting - Birthday - Evergreen - V1
04/10/2026_202604 - BD - Gifting - Birthday - Evergreen - v1_Video_202604 - BD - Gifting - Birthday - Evergreen - V1
Primary text
🦀Don't buy your king crab legs or seafood from anywhere else 🚫 Experience the mouthwatering difference of wild-caught king crab legs from Alaskan King Crab Co. 🤤 🚚 Get them delivered straight to your door with free overnight shipping on orders over $350. Order now and taste the difference! 👉🦀
🦀Don't buy your king crab legs or seafood from anywhere else 🚫 Experience the mouthwatering difference of wild-caught king crab legs from Alaskan King Crab Co. 🤤 🚚 Get them delivered straight to your door with free overnight shipping on orders over $350. Order now and taste the difference! 👉🦀
Headlines
Enjoy $20 off your first order / $20 Off Your First Order
Enjoy $20 off your first order / $20 Off Your First Order
4
202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1
Acquisition - CBO - Top Ads Consolidated (Evergreen + Welcome Offer)
Spend
$608
4.9% of Meta spend
▲ +76.7%
ROAS
1.62x
acct 1.86x
▼ −62.0%
CAC
$608
acct $409
▲ +253.4%
Outbound CTR
3.16%
acct 2.57%
AOV
$984
acct $760
▲ +34.4%
Page→cart
6.86%
acct 8.26%
▼ −76.7%
CVR
0.29%
acct 0.50%
▼ −62.6%
Orders
1
2 last week
Retention, share of 3s viewers33% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 62.0% | 48.9% |
| 50% | 33.1% | 26.6% |
| 75% | 19.8% | 17.3% |
| 95% | 12.9% | 9.4% |
| 100% | 11.3% | 7.3% |
Thumbstop 33.9% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
UGC video in a Montage format, Broad audience, Price Promotion message, hook on bold claim.
Do thisRun it as the like-for-like against the top spender and watch page-to-cart.
Full ad name & copy
Ad name
07/13/2026_202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_Welcome Offer LP
07/13/2026_202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_Welcome Offer LP
Primary text
Been thinking about King Crab? Now's the time to order. We're giving you free crab. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Been thinking about King Crab? Now's the time to order. We're giving you free crab. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Headlines
Get 5th Pound Free / Your First Order Comes With a Gift / FREE King Crab
Get 5th Pound Free / Your First Order Comes With a Gift / FREE King Crab
5
202609 - FirstTimer - ReIntroduceOurselves - UGCVideo - Evergreen - V1
Acquisition - CBO - Evergreen Batches
Spend
$595
4.8% of Meta spend
ROAS
0.00x
acct 1.86x
CAC
–
acct $409
Outbound CTR
3.22%
acct 2.57%
AOV
–
acct $760
Page→cart
2.76%
acct 8.26%
CVR
0.00%
acct 0.50%
Orders
0
0 last week
Retention, share of 3s viewers17% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 30.7% | 48.9% |
| 50% | 17.0% | 26.6% |
| 75% | 10.5% | 17.3% |
| 95% | 6.5% | 9.4% |
| 100% | 4.7% | 7.3% |
Thumbstop 29.6% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
UGC video in a Behind The Scenes format, At-Home Gourmets audience, Restaurant Quality At Home message, hook on direct address.
Do thisAsk for a version ending on the free-pound line so the page has less work to do.
Full ad name & copy
Ad name
09/14/2026_202609 - FirstTimer - ReIntroduceOurselves - UGCVideo - Evergreen - V1_Video_HP – Copy
09/14/2026_202609 - FirstTimer - ReIntroduceOurselves - UGCVideo - Evergreen - V1_Video_HP – Copy
Primary text
New here? Allow us to reintroduce ourselves—we're the team bringing wild-caught Alaskan king crab straight from the Bering Sea to your door.
New here? Allow us to reintroduce ourselves—we're the team bringing wild-caught Alaskan king crab straight from the Bering Sea to your door.
Headlines
Straight From the Bering Sea to Your Doorstep / Delivered Overnight
Straight From the Bering Sea to Your Doorstep / Delivered Overnight
6
202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
Acquisition - CBO - Evergreen Batches
Spend
$495
4.0% of Meta spend
▲ +33.5%
ROAS
2.03x
acct 1.86x
▼ −69.1%
CAC
$495
acct $409
▲ +300.4%
Outbound CTR
2.56%
acct 2.57%
AOV
$1,005
acct $760
▲ +23.7%
Page→cart
2.62%
acct 8.26%
▼ −21.7%
CVR
0.37%
acct 0.50%
▼ −70.2%
Orders
1
3 last week
Retention, share of 3s viewers47% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 79.4% | 48.9% |
| 50% | 46.8% | 26.6% |
| 75% | 33.4% | 17.3% |
| 95% | 17.9% | 9.4% |
| 100% | 13.8% | 7.3% |
Thumbstop 43.1% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
UGC video in a Montage format, Social Hosts audience, Easy Preparation message, hook on storytelling.
Do thisAsk for a version showing the cook-along earlier.
Full ad name & copy
Ad name
08/04/2026_202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
08/04/2026_202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
Primary text
Thaw. Heat. Eat. Impress. Restaurant-quality king crab, ready in minutes — no special equipment, no guesswork, no stress. Just set it out and let it do the talking. By the time the shells start cracking, someone's already asking how you made it happen.
Thaw. Heat. Eat. Impress. Restaurant-quality king crab, ready in minutes — no special equipment, no guesswork, no stress. Just set it out and let it do the talking. By the time the shells start cracking, someone's already asking how you made it happen.
Headlines
Order King Crab Legs / Order Today. Deivered Tomorrow.
Order King Crab Legs / Order Today. Deivered Tomorrow.
7
202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1
Acquisition - CBO - Top Ads Consolidated (Evergreen + Welcome Offer)
Spend
$382
3.1% of Meta spend
ROAS
0.00x
acct 1.86x
CAC
–
acct $409
Outbound CTR
3.23%
acct 2.57%
AOV
–
acct $760
Page→cart
5.35%
acct 8.26%
CVR
0.00%
acct 0.50%
Orders
0
0 last week
Retention, share of 3s viewers25% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 31.7% | 48.9% |
| 50% | 25.3% | 26.6% |
| 75% | 18.7% | 17.3% |
| 95% | 6.5% | 9.4% |
| 100% | 3.6% | 7.3% |
Thumbstop 41.1% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
UGC video in a Behind The Scenes format, Online Food Shoppers audience, Shipped Overnight message, hook on how to.
Do thisPair it with the bundle landing page and ask for a cut naming the offer in the first three seconds.
Full ad name & copy
Ad name
08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP
08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP
Primary text
Ever wonder how fresh, wild-caught king crab makes its way from the ocean to your house? 🦀🌊 From the moment it’s pulled from the icy water to the moment it arrives at your door, there’s a whole journey behind every bite. Watch how we bring fresh, wild-caught king crab from the ocean straight to your table.
Ever wonder how fresh, wild-caught king crab makes its way from the ocean to your house? 🦀🌊 From the moment it’s pulled from the icy water to the moment it arrives at your door, there’s a whole journey behind every bite. Watch how we bring fresh, wild-caught king crab from the ocean straight to your table.
Headlines
Fresh King Crab. Guaranteed. / Flash-Frozen / Wild-Caught
Fresh King Crab. Guaranteed. / Flash-Frozen / Wild-Caught
8
202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1
RTN - Top Performing Ads (7dc)
Spend
$366
3.0% of Meta spend
▲ +98.5%
ROAS
1.91x
acct 1.86x
▼ −65.0%
CAC
$183
acct $409
• −0.8%
Outbound CTR
1.56%
acct 2.57%
AOV
$349
acct $760
▼ −65.3%
Page→cart
22.22%
acct 8.26%
▲ +277.8%
CVR
3.17%
acct 0.50%
▲ +7.9%
Orders
2
1 last week
Retention, share of 3s viewers26% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 48.0% | 48.9% |
| 50% | 25.9% | 26.6% |
| 75% | 15.0% | 17.3% |
| 95% | 9.6% | 9.4% |
| 100% | 8.2% | 7.3% |
Thumbstop 16.2% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
UGC video in a Behind The Scenes format, Online Food Shoppers audience, Behind The Scenes message, hook on warning.
Do thisBrief a second cut with the same walkthrough against the Host persona.
Full ad name & copy
Ad name
07/13/2026_202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1_Video_HP – Copy
07/13/2026_202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1_Video_HP – Copy
Primary text
If you're going to order king crab, order the real thing. Wild-caught in Alaska, flash frozen at peak freshness, shipped overnight. Swipe to see the difference. 👉
If you're going to order king crab, order the real thing. Wild-caught in Alaska, flash frozen at peak freshness, shipped overnight. Swipe to see the difference. 👉
Headlines
Real VS. Fake King Crab
Real VS. Fake King Crab
9
202607 - BD - FirstTimer - Free1lb - Static - WelcBuy4Get1 - V1
Acquisition - CBO - Top Ads Consolidated (Evergreen + Welcome Offer)
Spend
$301
2.5% of Meta spend
▲ +253.8%
ROAS
0.00x
acct 1.86x
CAC
–
acct $409
Outbound CTR
1.70%
acct 2.57%
AOV
–
acct $760
Page→cart
9.68%
acct 8.26%
▲ +79.0%
CVR
0.00%
acct 0.50%
Orders
0
0 last week
Static creative, no retention curve
Image with text in a Offer-First Banner format, Broad audience, Price Promotion message, hook on –.
Do thisRe-lay the free-pound headline over the offer-first banner format.
Full ad name & copy
Ad name
07/01/2026_202607 - BD - FirstTimer - Free1lb - Static - WelcBuy4Get1 - V1_Image_Welcome_Offer LP
07/01/2026_202607 - BD - FirstTimer - Free1lb - Static - WelcBuy4Get1 - V1_Image_Welcome_Offer LP
Primary text
Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Headlines
Your First Order Comes With a Gift / FREE King Crab / Get 5th Pound Free
Your First Order Comes With a Gift / FREE King Crab / Get 5th Pound Free
10
202609 - BD - First Timer - FreeCrabThisWay - Static - WelcBuy4Get1 - V1
Acquisition - CBO - Top Ads Consolidated (Evergreen + Welcome Offer)
Spend
$247
2.0% of Meta spend
▲ +273.9%
ROAS
2.76x
acct 1.86x
CAC
$247
acct $409
Outbound CTR
1.99%
acct 2.57%
AOV
$683
acct $760
Page→cart
16.28%
acct 8.26%
▲ +9.9%
CVR
0.78%
acct 0.50%
Orders
1
0 last week
Static creative, no retention curve
Image with text in a Offer-First Banner format, Broad audience, Double Points message, hook on –.
Do thisBrief two more layouts on the same free-pound headline.
Full ad name & copy
Ad name
09/08/2026_202609 - BD - First Timer - FreeCrabThisWay - Static - WelcBuy4Get1 - V1_Image_Welcome Offer LP
09/08/2026_202609 - BD - First Timer - FreeCrabThisWay - Static - WelcBuy4Get1 - V1_Image_Welcome Offer LP
Primary text
Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Headlines
Your First Order Comes With FREE King Crab / FREE King Crab / Get 5th Pound Free
Your First Order Comes With FREE King Crab / FREE King Crab / Get 5th Pound Free
Tab 07 / What we do next
Four moves while the Free Shipping window runs, two days left
Dated assignments with owners are on tab 8; these are the moves behind them.
- Judge the window on new-customer revenue and aMER, not on Meta ROAS. Free shipping lands hardest on people already close to buying, and email and SMS carry a large share; day one showed aMER 3.86x against a 1.96x trailing average.
- Put closing creative in front of the 461 carts the week left unconverted. The consolidated structure re-serves that pool automatically once an asset exists, and the promo is filling it faster.
- Add layouts to the static shelf. Statics returned 3.57x on $1,606 across 27 ads against video at 1.60x on $10,530, on six orders, and reach far fewer page views.
- Refresh Demand Gen creative before the next spend cycle. It carried $1,513 across the two weeks with one modelled conversion, so the headroom is still available.
Last week's calls, marked
Carried forward from the Sep 7–13 editionPartly
Spend back to plan via the Welcome Offer campaign Meta spend rose to $12,280 and the Welcome Offer creative is the largest single spender at $2,554, though total paid spend rose only 3.9% because Google stepped back.
Delivered
Free Shipping set live Sep 21 to 23, kit due Sep 16 Live. The CBO started on schedule Monday with 27 assets carrying spend on day one.
Delivered
Let the September batch reach a read It did. 167 ad IDs launched in September against a 137 floor for the date, with 68 more on Sep 15 to 17.
Partly
Host-led montage cuts with a price line Montage is the largest visual format at $5,508, but Host-tagged ads took only 10% of Meta spend.
Delivered
Account cleanup into one consolidated master campaign Done. Top Ads Consolidated went $2,930 to $7,049, now 57% of Meta spend and 72% of adds-to-cart.
Still open
Closing creative for the cart pool 461 carts did not convert, up from 410. Carried forward as the first item above.
Tab 08 / Action items
Two promo days left, then 112 October assets due by Fri Sep 26
Who does what, by when, and the number it moves.
This week's directives
Owners and dates| Action | Owner | Due | The number it moves |
|---|---|---|---|
| Run days two and three of the Free Shipping window, emails #4 to #7 and SMS #2 In flight | Keelin McDermott, Black Drum | Tue 22 and Wed 23 Sep | Day one booked $30,141 on 48 orders |
| Hold the "Free Ship September" CBO through Wednesday night In flight | Mylene | Through Wed 23 Sep | $1,057 of Meta spend on day one at 1.43x |
| Move the unspent daily budget into days two and three In flight | Max | Tue 22 Sep, morning | Day one ran $4,175 against a $5,004 plan |
| Plan where spend lands when the window closes Wednesday night In flight | Mylene with Max | Decision by Wed 23 Sep | Sep 24 spend, roughly $3,325 a day |
| Pull the promo read once all three days are in In flight | Max | Thu 24 Sep | 3 orders so far, bar is 3 orders on $300 |
| Sign off the October lane split and the giveaway brief | Anna Lane Patterson | Fri Sep 26 with the kit | October week one, 112 of 216 assets |
| Brief the October week-one batch to the production partners | Sarah Giblin, Black Drum | Briefs out Fri Sep 26 | October front-load, 164 of 216 by Oct 14 |
| Close the Foodie lane gap before National Seafood Month | Anna Lane Patterson with Sarah Giblin | Brief by Fri Sep 26 | Foodie lane, 36 assets in October |
| Already done | Owner | Completed |
|---|---|---|
| Done Free Shipping kit confirmed and the window opened on schedule | Sarah Giblin, Black Drum | Mon 21 Sep |
| Done "Free Ship September" CBO started on time with 27 assets live | Mylene | Mon 21 Sep |
| Done Consolidated master campaign held through the window open | Mylene | Mon 21 Sep |
The window is live and two of its three days are still to run. Day one spent $4,175 against a $5,004 plan for the date, so there is room to lean into days two and three while the biggest sends are still ahead.
The main focus
October's first batch: 216 live in October, 164 of them by Oct 14
Built for October
240
216 live in October
Front-loaded by Oct 14
164
76% of the month
Week one alone
112
the number this week serves
Nearest kit date
Fri Sep 26
Oct 1 giveaway wave of 14
| Evergreen lane | October target | Week-one share at 52% | September actual |
|---|---|---|---|
| Host | 50 | 26 | 34 launched |
| Gifter | 36 | 19 | 27 launched |
| Foodie | 36 | 19 | 20 launched |
| First Timer | 30 | 16 | 48 launched |
| Splurger | 16 | 8 | 10 launched |
| Five evergreen lanes | 168 | 87 | 139 launched |
| Moment window | Assets | Kit due | When it lands |
|---|---|---|---|
| Giveaway wave, live Oct 1 | 14 | Fri Sep 26 | This week |
| Wagyu GWP, live Oct 5 to 6 | 6 | To be confirmed | Confirm scope |
| Halloween refresh, live Oct 15 | 10 | Sat Oct 10 | Next |
| Free Shipping, live Oct 19 to 21 | 18 | Tue Oct 14 | Next |
| Thanksgiving pre-build, live Nov 15 | 24 | Tue Nov 10 | Later |
| All moment windows | 72 | Next: Fri Sep 26 | Oct 1 onward |
How to hit the number without building 240 separate ideas
Method240 built assets is not 240 separate ideas; at five assets per concept it is about 48 concepts, 216 of them live in October.
Base concepts inside a cluster
- One concept produces five assets: hold the format, change the copywriting headline and the imagery.
- Write five headlines against the concept before any design starts.
- Pair each headline with a different image: product, in-hand, table scene, packaging, plated.
- Keep layout, logo placement and offer lockup identical so the test stays clean.
Why hereStatics returned 3.57x on $1,606 across 27 ads against 1.60x for video on $10,530, and reach far fewer page views.
The 3 Hooks theory, for video
- Change only the first 10 seconds and keep the rest of the cut; body, proof, offer and CTA all stay.
- One finished video becomes three ads, three auction entries.
- Keep the handoff frame identical so the join is invisible.
Why hereVideo carried 86% of Meta spend, so the funded bodies are the cheapest raw material in the account.
Worked on two of the account's own funded ads
Source: Meta ad level x Motion tagsRetention, share of 3s viewers17% at 50% vs 27% account
Video retention, share of 3-second viewers still watching
| Point | This ad | Account |
|---|---|---|
| 3s | 100.0% | 100.0% |
| 25% | 43.0% | 48.9% |
| 50% | 17.0% | 26.6% |
| 75% | 8.9% | 17.3% |
| 95% | 5.5% | 9.4% |
| 100% | 4.5% | 7.3% |
Thumbstop 32.8% against an account benchmark of 33.2%. Account benchmark is spend-weighted across the week's video ads.
Three openings on one body
202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcB · largest spender at $2,554, 7 orders, hook tagged shocking statement
- Movement open. Host walks toward camera holding the box so the frame changes in the first second.
- Offer-on-screen open. Burn the free-pound promise over the plating shot, readable with sound off.
- Pattern-break open. Hard cut from an empty plate to a full one inside two seconds.
ResultThree ad IDs off one finished cut, proof and offer untouched.
Static creative, no retention curve
Five swaps on one static
202607 - BD - FirstTimer - Free1lb - Static - WelcBuy4Ge · Price Promotion at $301 in an offer-first banner format
- Free-pound promise, on the packaging shot.
- Size framing, on a single leg in hand for scale.
- Overnight delivery, on the box at the door.
- Restaurant-versus-home value, on a plated table scene.
- First-order framing, on the full spread.
ResultFive ad IDs from one concept in the two static formats already clearing account ROAS.
The four hook devices to brief against
MethodMovement
Open on motion, for example walking toward camera, so the frame changes in the first second.
Visual hook
Lead with something moving; a held still frame is a scroll.
Copywriting hook
Burn the headline on screen during the hook so the promise reads with sound off.
Editing hook
Put a visible cut or pattern break inside the first three seconds.
Rosewater plans, briefs, schedules and measures this batch. The assets are built by your team and your production partners.
The full guide
Rosewater creative playbook, October batch
Base concepts, the 3 Hooks theory, hook construction and example ads.
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