Frameworks

Hook Rate

What is a good hook rate on Meta ads?

A good hook rate on Meta ads is 30 to 40%. Below 25%, kill the ad. Above 40%, scale it. Hook rate is 3-second video views divided by impressions.

Creative Pace · In progress

How much creative should a DTC brand ship per month?

Creative volume should be paced to spend, not to the calendar. The Creative Pace framework sets a shipping rate per spend level, because each concept can only absorb so much spend before fatigue.

The Power Law of Ad Creative

Why do a few ads end up with most of your ad spend?

Ad creative follows a power law. Your top 1 to 2% of ads should be doing about 50% of total spend. Expect roughly 85% of creative to fail, and treat a blended hit rate of 10 to 15% as healthy.

First-Time Customer P&L

How do you build a first-time customer P&L?

Strip repeat revenue out entirely, then take new-customer gross revenue down through discounts, returns, COGS, and operational cost. What is left is the real budget you have to acquire a customer. Compare it against ad spend and you know whether growth is paying for itself.

Attribution Models for DTC · In progress

Which attribution model should a DTC brand use?

No single attribution model is truthful on its own. Eight models each answer a different question about the same spend; pick the model per decision, and sanity-check all of them against incrementality rather than treating any one number as ground truth.