Teardowns, playbooks and data for the teams making and buying paid social, so your next batch is better than your last.
There is no audited benchmark for hook rate, hold rate or creative ROAS on Meta. We will publish one once there is enough real account data to defend it. Until then, here is how to build your own.
Read why, and get notified →A meta-analysis of 223 samples found the opposite of the folklore. Both can be true. It depends entirely on funnel stage.
1.5 seconds of attention is enough to encode memory, if the brand is actually in frame. What the research says the opening has to do.
Of 25 experiments covering $2.8m of spend, three could tell a 50% ROI from zero. A framework that respects the noise.
2.8 billion impressions, 30 campaigns, and a third with no wear-out at all. The frequency rule everyone alerts on is not in the data.
Creative drives more of the outcome than brand, reach, targeting and recency combined, and it is the one dimension nobody measures.
A look under the hood: eleven dimensions read off the creative itself, the concept they add up to, and the two things Knack deliberately refuses to infer.
No audited benchmark exists. What the metric measures, and how to build one from your own account.
Falling results and rising frequency look identical. How to tell which one you have before you pay for new ads.
A schema that survives, how to audit yours in a spreadsheet, and what to do the day it stops being true.
There is no fixed number. Here is how to work out yours from your budget and conversion volume.
Budget needed for an audience size or a conversion goal, from CPM, frequency, CTR and conversion rate.
How many ad variants your budget can test, judged on hook rate, CTR, conversion rate or purchases.
Short notes on what we find in real ad accounts, sent when we have something worth sending. Subscribe and you'll get the first one.