How to Use Analytics to Improve Ad Copy

I've audited 43 Meta ad accounts this year. Here's the 9-step AI-powered system I use to find predictable wins. (The secret? Your internal data + external viral structures = winning ads) 1. Set up your Motion (Creative Analytics) top-performing ads report → Filter for last 90 days → Minimum $1000 spend per ad → Look for outliers (> 20% improvements) This reveals insights only YOU know about your performance. 2. Build your audience comparison report → Use naming conventions to segment → Example filter: "ad name contains [millennials]" vs "ad name contains [gen-z'" → Compare CPA's across segments Shows which audiences actually convert for your brand. 3. Create your angle comparison report → Example Group 1: "ad name contains [comfort]" → Example Group 2: "ad name contains [style]" → Analyze performance differences Reveals which message your audience responds to. 4. Set up your offer comparison report. → Compare "20% off" vs "BOGO" vs "free shipping" → Same naming convention logic → Track conversion rates by offer type Discover what actually drives your customers to convert. 5. Analyze your unique winning combination → Look for intersection of audience + angle + offer → Find your highest-performing combo → Document the winning formula This is proprietary intelligence your competitors don't have. 6. Create an Apify account and configure the TikTok scraper agent → Set up scraper with category hashtags → Example: #skincare #skincareroutine #glowup #skincaretips → Set date range for recent viral content Cast a wide net to capture what's working organically. 7. Export viral content and analyze patterns → Download CSV with all scraped videos → Sort by view count and engagement rate → Identify top 20 most viral formats Hundreds of proven formats at your fingertips. 8. Connect to n8n workflow (advanced level) → Auto-analyze video transcripts with Claude → Extract winning hooks and structures → Create an automated database of viral elements Saves hours of manual analysis. 9. Combine your brand insights with viral formats → Take your winning audience/angle/offer combo → Apply it to top viral video structures → Create new ads using this hybrid approach You're combining internal intelligence with external proof. The magic happens when you merge what only you know about your brand with what the internet has proven works. Most brands fail because they either ignore their own data or ignore what's working organically. This system gives you the best of both worlds.

Most ad accounts my agency audits make the same mistake: They don’t know how to properly analyze ads to stabilize results and grow ROAS. I’ve looked at hundreds of accounts over the last 6 months and it’s always the same. 1. They launch ads 2. Ads spend quite a bit 3. They analyze the data all wrong Here’s how we look at it in my agency: Step one is knowing your target ROAS. Not your break-even, not a random number. Your real target based on your margins. Quick math: if you sell a product for $100 and it costs you $20 to make, your gross margin is 80%. Break-even is 1.25 ROAS. But if you want 30% left over after ads, your true target is 2 ROAS. Once you know that, the way you analyze ads changes. In the first 5–7 days after launching an ad, check the ROAS. If it’s above target, scale 20%. If it’s below, don’t kill it right away. Look at the 10–14 day data as well. Ads often dip in week two and come back stronger in week three. If you cut them too early, you lose potential long-term winners. That’s the part nobody talks about. Now once you’ve found your winners, the next job is to improve them. ROAS is just a mix of CPC, conversion rate, and AOV. - CPC comes from CTR and CPM. - Conversion rate comes from the relevancy of your ads and the landing page. - AOV comes from your offer and how you structure the funnel. Every creative we test, we break it down like this: 1. If CPC is too high, fix the hook or headline. 2. If CPM is high, improve engagement. If conversion rate is weak, make the ad more relevant or the landing page clearer. 3. If AOV is low, restructure the offer or add upsells. Behind everything I've just said is one simple truth: You need to know the math & numbers behind your brand. That’s how you scale without wasting budget.

I see a lot of misconception about A/B testing in outbound. The problem I see most? People jumping straight into copy variations. When you do this, you don't even have an understanding which core message resonates with your audience. This creates a foundation of sand where every subsequent test builds on potentially flawed assumptions. Here's how we do it at OutboundLeads. Phase 1: Angle Testing (The Foundation) Before writing a single email, use ChatGPT or Anthropic to help identify 3-4 distinct angles based on different pain points your product or service solves. Each angle should represent a fundamentally different value proposition, not just different ways of saying the same thing. For a sales automation tool, your angles might focus on: → Time efficiency ("Save 15 hours/week on manual tasks") → Revenue growth ("Companies using automation see 23% more deals") → Team scalability ("Scale your sales team without hiring") → Competitive advantage ("While competitors do manual work...") The key to proper angle testing is maintaining consistency across all other variables. Same subject lines, same CTA structure, identical sending schedules, same personalization level. The only variable should be the core value proposition and pain point being addressed. You need minimum 200 contacts per angle for statistical significance. Run tests for 2-3 weeks minimum to account for different response patterns. Measure reply rates, positive reply rates, meeting booking rates, and response quality/intent level. Phase 2: Copy Optimization (The Polish) Once you've identified your winning angle through systematic testing, then optimize copy elements within that proven framework. THIS is where most teams want to start, but doing it prematurely WASTES time and resources. Within your winning angle, test email length, personalization depth, social proof placement, CTA formats, and tone variations. The critical rule: test only one element at a time. Change both email length and CTA format simultaneously? You'll never know which change drove the performance difference. Phase 3: Scaling and Documentation When you've identified both winning angles and optimal variations of copy, scale confidently. You don't need to keep trying to reinvent the wheel. You've already done it. Document learnings for future campaigns. Angle testing insights often reveal broader market positioning opportunities beyond email. The compound effect is powerful. Get angle testing right first, and every subsequent optimization builds on solid foundation. Our campaigns typically see 300-400% improvement over initial versions using this methodology.

Most brands analyze creative tests all wrong… here’s the correct way (steal this method).  If you want to create more winning ads, you need a structured approach. Here’s how to analyze your creative test results like a pro (and make smarter scaling decisions): 1. Stop Looking at ROAS in Isolation: Most brands only focus on primary metrics like ROAS and CPA. That’s a mistake. You need to analyze both primary and secondary metrics: 🔹 Primary (Performance) → Tells you IF the creative works - Spend - Purchases - CPA 🔹 Secondary (Storytelling) → Tells you WHY it works (or doesn’t) - Scroll Stop Rate (Are people even stopping to watch?) - Hold Rate (Are they staying engaged?) - Outbound CTR (Are they clicking through?) Action: Set up a dashboard that tracks both types of metrics. Primary metrics help you scale winners. Secondary metrics help you fix underperformers. 2. Use Behavioral Metrics to Improve Your Creatives The fastest way to boost performance isn’t tweaking the offer—it’s fixing the creative based on audience behavior. 📉 Low Scroll Stop Rate? → Your hook is weak. Test bold claims, fast motion, or pattern breaks. 📉 Poor Hold Rate? → Your narrative is losing interest. Refine pacing and cut slow parts. 📉 Low Outbound CTR? → Your CTA or offer isn’t compelling. Test new copy or positioning. Action: Analyze your best-performing ads. Find the common elements. Then double down. 3. Scale Smarter: Find Patterns in Winning Creatives Most brands treat winning ads as one-offs. The best brands? They look for patterns. 📌 Do your winners use a specific hook style? (Problem-first, shocking stat, direct question) 📌 Do they follow a similar pacing structure? 📌 Is a specific testimonial format outperforming others? Once you spot patterns, winning ads become repeatable. Action: Build a Creative Optimization Library—a simple doc tracking what works. This becomes your blueprint for future success. 4. Test Smarter: Stop Wasting Budget on Random Variations Most brands test blindly. Instead, be strategic with your iterations: ❌ Bad Scroll Stop Rate? → Test new hooks ❌ Weak Hold Rate? → Adjust pacing & storytelling ❌ Low CTR? → Optimize offer positioning This way, every test you run has a clear objective—and a higher chance of success. Action: Implement a structured creative testing framework based on insights, not gut feeling. Final Takeaway: Great creative isn’t built on guesswork. The best brands use data-driven insights to refine their ads—doubling down on what works and cutting what doesn’t. Start using this framework to: ✅ Scale ads with confidence ✅ Improve creative efficiency ✅ Build a repeatable system for winning ads When you analyze creative tests like a pro, you don’t just get better ads—you get predictable, profitable growth.

Your ad metrics tell you exactly what's wrong ↳ (it's not rocket science) I've audited 100+ Facebook ad accounts over the last 12 months. And the same story keeps repeating itself. Brands complaining about poor performance but ignoring the obvious signals right in front of them. Your Facebook metrics are literally telling you what's wrong. You just need to know which combinations to look for. 1. High Hook Rate, Low CVR     Your ad stops the scroll but doesn't convert. Why it's happening: → Hook is completely unrelated to your product → You've baited viewers with something misleading → Product reveal is disappointing after the hook The fix: → Make sure your hook relates to what you're actually selling → Test adding your CTA earlier in the video → Strengthen connection between hook and product ------ 2. Low Hook Rate, High CVR     The few people who watch your ad convert, but not enough people are watching. Why it's happening: → First 3 seconds are boring → Thumbnail doesn't grab attention → No pattern interrupt to stop scrolling The fix: → Test 5+ completely different hooks → Use split screens in your intro → Lead with your strongest claim or pain point ------ 3. High CVR, Low CTR     Your site converts well, but your ad doesn't get clicks. Why it's happening: → Call to action is weak → No reason to click NOW → Ad copy doesn't drive action The fix: → Make your CTA impossible to miss → Add urgency/scarcity elements → Test stronger benefits in your copy ------ 4. High CTR, Low CVR     People click your ads but bounce from your site. Why it's happening: → Major disconnect between ad and landing page → Post-click experience is confusing → Ad sets unrealistic expectations The fix: → Use identical messaging in ad and landing page → Simplify your landing page experience → Match ad imagery with site imagery ------ 5. High CTR, Low Hook Rate     People are clicking without watching your video. Why it's happening: → Misleading thumbnail → Ad copy doesn't match creative → Getting wrong traffic that won't convert The fix: → Create thumbnails that honestly show your offer → Test hooks that align with your copy → Fix any misleading elements — Stop guessing why your Facebook ads aren't working. The diagnosis is right there in your metrics. You just need to know where to look. If you've found this valuable, drop me Evan Carroll a follow and repost to help others in your network with their Facebook ads ♻️

We’ve seen a 20-40% improvement in ROAS using AI to 'read' past videos, analyze their performance, and give us winning concepts. Here’s how (in 4 steps). Many marketers tend to get stuck in a cycle of endless trial and error when it comes to analyzing results. Here is what typically happens: 1. Manual review of past video performance. 2. Guesswork in creative development. 3. Slow turnaround times. The result? Unclear insights, inconsistent performance, slow iterations. Imagine if you could streamline & speed up this entire process and see a 20-40% improvement in your ROAS. That’s exactly what we’ve achieved by leveraging AI to analyze our past video ads. Here’s how we do it: 1. ‘Feed’ the AI past scripts: - We feed our past video concepts into an LLM. - Have the AI ‘read’ the content, analyzing key performance indicators like CPA (Cost Per Action) and TSR (Thumb Stop Ratio). 2. Have the AI analyze your scripts. - The AI identifies the best and worst performers based on performance metrics. - The AI breaks down what made certain videos succeed while others fell flat, accounting for user motivations, hooks, and other elements. 3. Generate new winning concepts. - Using insights from the AI analysis, we then prompt the AI to develop new creative concepts. - These new ideas are rooted in data, incorporating elements that have historically driven strong performance. 4. Iterate and optimize quickly - We generate multiple concepts FAST. - Plus, the AI continuously learns from each iteration, refining its recommendations to deliver even better results over time. The result? We’ve consistently seen a 20-40% improvement in ROAS by integrating AI into our creative strategy. The data-backed confidence that the concepts you’re producing are built to perform feels like a night and day difference vs. the earlier ‘shooting-in-the-dark’ approaches. I’ve prepared a video walkthrough that showcases exactly how we do this - so you can use and adapt this to your own creative production workflow.