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Creative DNA

Creative DNA ranks every value of every variable, crosses any two in a matrix that shows the pairs you never tried, and ranks your best recipes.

Analytics, Creatives, on Combinations: the title Creative DNA, the measures POAS, ROAS, CVR and Spend, and The Variables

Creative DNA sets the pieces of your creatives side by side: which avatar, angle, hook and offer earned the most, which pairs of them did, and which pairs you have never tried. Open it under Analytics, then Creatives, then Combinations.

Where the Lab separates each piece from the others it ran with, Creative DNA counts what the ads carrying a piece, or a pair of pieces, actually earned.

The measure

The measures POAS, ROAS, CVR and Spend, with POAS chosen, and No focus — click any value in the variables rail to cross the whole lab by it

The measure colours and ranks the whole screen.

NameWhat it doesDefault or limit
POASContribution per unit of spend, after the cost of goods and the ads. 1.0× is breakeven. POASDefault Default
ROASAttributed revenue per unit of spend, against your portfolio's average. ROAS
CVROrders per click, estimated, against the average. CVR Range
SpendHow much each value or pair had behind it. Spend

The Variables

The Variables: a column per dimension, Customer Avatar 4 of 7, Angle 8 of 11, Hook 50+ of 86 and Offer, each value with its POAS, and 100% of spend under each column

A column for each dimension, its values ranked by delivery. The figure beside each value is its measure; the line under it, its spend against the value that spent the most. At the head of a column, "4 of 7" says how many of the dimension's values in your Library have run. At its foot, the share of your ad spend the column covers.

Press a value to focus on it: every part of the screen then counts only the ads that carried it. The line beside the measures names the focus; press it there to return to the whole account.

The Matrix

The Matrix of Customer Avatar across and Angle down: 8 tested of 77 possible pairs, such as The Crash-Prone Achiever with The Nutrient Gap at 1.24× and The Wired-but-Tired Parent with The 3am Economy at 1.29×, and every other cell marked +

Choose two dimensions in the two menus, and every pairing of their values becomes a cell. A tested cell is coloured by its measure, from below breakeven through to above; a faint one had under $50 of spend, too little to read. A cell marked + is a pair that never ran together.

In the demo store, each avatar has run with one or two angles, and 8 of the 77 pairs have been tried. The matrix draws the 12 values across and 10 down with the most spend. All tested values draws up to 40 a side, and Show untested adds values from your Library that never ran at all.

A pair up close

Press a cell to open it under the matrix.

The pair The Wired-but-Tired Parent × The 3am Economy: Spend $5.2K, Orders 123, Revenue $11.9K, CM2 $6.7K, POAS 1.29×, ROAS 2.29×, its CVR belief, the five creatives carrying it and Generate with this pairing

A tested pair shows its spend, orders, revenue, CM2, POAS and ROAS, the estimate of its orders per click, and the creatives that carried it. Generate with this pairing opens Studio with both values chosen. An untested pair offers the same button: it is how you try one.

Winning Recipes

Winning Recipes on Hook × Avatar: hook and avatar pairs ranked by CM2, with Spend, Orders, Revenue, CM2, POAS, ROAS, CVR Range and P>Avg, led by the Collagen Peptides hook with The Crash-Prone Achiever at $2.1K of CM2

Recipes are combinations of two or three parts, such as a hook, an avatar and an offer, ranked by the profit they earned. Start from one of the sets above the table, Hook × Avatar, Angle × Offer, Hook × Angle, Headline × Landing Page or Hook × Avatar × Offer, or choose the parts in the menus. The last menu sets the least spend a recipe needs to be listed.

The columns are Spend, Orders, Revenue, CM2, POAS, ROAS, and the estimates CVR Range and P>Avg.

Questions