What changed in Knack

All accounts on one screen

A second view under Daily: every account in the workspace from its latest nightly read, urgent first. The live week's spend and blended figures, the note's status and headline, how many moves it carries, the window conversions were counted on, and which accounts are not yet on daily analysis. An agency morning starts here and goes to the account that needs it.

Decisions on the Overview, Save as PDF, Brief this

The decision list the client report ends on now sits on the Overview under the winners: stops by spend with their cause, fixes with their stage, what to leave alone, each with the next move. The shared report has a Save as PDF button and prints cleanly. A winning pattern group has Brief this, which asks the strategist for the next creative of that kind. The strategist is now told what the previous read said about each creative and must justify a change with the numbers, so verdicts stop drifting between reads.

The first read, and what changed since you were here

A connected account's Overview now opens on five things to do before the product is doing its job: set a target, tag the creatives, run the strategist, switch on daily analysis, preview the client report. Each step is a real state with its action beside it, and the card hides itself once all five are done.

Come back after a day or more and one line says what moved in between: new ads that started spending, verdicts that changed since the previous read, creatives now fatiguing. The account's own day by day chart sits above the winners, so a turn in the whole account shows before anyone opens a single ad.

Verdict history, and briefs you can copy

Every strategist read is kept. A verdict that moved since the previous read of the same window says so, with the direction and how long ago: "ITERATE, was SCALE 7 days ago", in the table, on the creative, on the report's scale cards and decision rows.

The two or three production briefs the strategist writes, grounded in the account, now live on the Strategist screen as well as in the client report, each with a Copy brief that pastes as a brief a creative team can file. Any creative can be asked about directly from its own card: why this verdict, what to change first, what the next version should be.

Slice patterns by your naming convention

Knack reads the creative, so nothing depends on ad names. But a team with a convention wants to slice by it too. Patterns now detects the delimiter across an account's names, shows the values in each position with counts, and lets the team label the parts. Each labelled part becomes a dimension beside the tags, with the same floor: a group needs two creatives before it is a pattern. Names outside the convention land in no group.

The morning note, by email, only when it matters

Members who opt in get the nightly read by email on mornings when at least one account is notable or urgent: urgent accounts first, with their moves and watch list, quiet accounts in one line. Quiet nights send nothing. The switch is under Account.

Conversion metrics in the nightly note are now read from a seven day window that ended three days ago, because Meta attributes purchases up to seven days after the click. Spend, CTR, CPM and frequency stay live to yesterday. A late purchase no longer reads as a ROAS drop.

A decisions chapter in the client report

"Needs attention" used to print flags. It is now a decision list: what to stop, by spend, with the kill's cause and whether the idea deserves another go; what to fix, naming the stage and, for a hold fix, the exact segment of the video; what to leave alone, with why. It opens with the counts and the spend the stops carry.

The ad set decides the metric, the budget type and the window

Every pull now reads the ad sets behind the insights. The optimisation event picks the metric a creative is judged on, ahead of the campaign objective, so a landing page view ad set inside a sales campaign is read on CTR. A starved creative reads differently under a campaign budget (the auction's verdict) and an ad set budget (a decision somebody made: raise it or move the creative). When ad sets count conversions on different attribution windows, the Overview says so with the share of spend on each, because a 7 day ROAS and a 1 day ROAS are different numbers wearing the same name.

Retention curves: where a video loses people

Hook rate says how many watched past three seconds. Hold rate says how many of those stayed. Neither says where the rest left. Knack now draws a retention curve for every video from Meta's own view counts at three seconds and each quarter, lays it over the account's, and names the segment that loses the largest share of people still watching: the setup, the middle or the ending, each with the fix an editor would brief. The client report counts videos by stage, so "three of six lose people at the end" becomes the brief for the next batch.

Taxonomy v2: the words a strategist briefs in

Eleven dimensions read off the creative, each a closed vocabulary: who it speaks to, what motivates them, format (founder content, creator partnership, yapper, us vs them, before and after, offer static and the rest), angle, hook, offer, talent, production, pacing, tone and call to action. Media and owned versus partnership come from the ad object. Who, why and how combine into a concept, the unit a brief is written at. Tags are kept, so a creative is read once. A group of one is no longer called a pattern: it takes two creatives and 3,000 impressions, and the singletons are listed as not yet a pattern rather than hidden.

Five sections instead of nine tabs

Overview, Daily, Creatives (table, gallery, the Quadrant), Patterns, Strategist. The tab is in the link, Back works, and each section remembers the view it was left on.

Typed verdicts, business targets, fatigue read like a buyer

Every kill names its cause (delivery, quality, cost, fatigue) and whether the concept deserves another execution; every iterate names the stage that failed; every scale carries its sizing rule. Three answers to "is it working yet": learning, starved, too early to call. A target CPA or breakeven ROAS per ad account makes lower funnel verdicts absolute. Fatigue is flagged first on CPM rising while CTR holds, then CTR against its own peak, with frequency bands that differ for prospecting and retargeting.

The client report opens on a scorecard (win rate, spend behind the winners, fatigue, too early to call), then the hooks that stop the scroll, what moved since the last window, and win rate by kind of creative. Preview it in the app before anything is sent.