Parent: Ads Brain
Destination: mwmsbrain.site
Page Type: Operational Evaluation Page
Source of Truth: MCR
Purpose
Creative Performance Scorecard is used to evaluate how each creative performs during testing.
This page helps Ads Brain identify winning creatives, weak creatives, and patterns that can be reused.
When To Use This Page
Use this page when:
- creatives have been running long enough to produce signal
- tracking is confirmed
- performance data is available
- comparison between creatives is required
Creative Details
Record:
- offer name
- traffic source
- creative name or ID
- creative angle
- hook
- format (video, image, short, etc.)
Performance Metrics
Record:
- impressions
- clicks
- CTR
- CPC or CPV
- conversions
- CPA
- revenue (if available)
- engagement signals (watch time, comments, etc.)
Performance Rating
Classify:
- High Performer → strong CTR and conversion signal
- Medium Performer → acceptable but needs testing
- Low Performer → weak engagement or no conversion signal
- No Signal → insufficient data
Signal Notes
Record:
- strongest performance signal
- weakest performance signal
- audience response
- creative fatigue signs
- unexpected behaviour
Decision
Choose one:
- Scale Creative
- Keep Testing
- Create Variations
- Pause Creative
- Replace Creative
Pattern Capture
Record:
- what worked
- what failed
- reusable angle
- reusable hook
- visual pattern
- message pattern
Next Step
Send strong creatives to:
Experimentation Brain Signal Confidence Framework
Send learnings to:
Research Brain Test Learning And Signal Capture Framework
Rule
Judge creatives based on signal and performance, not personal preference.
MCR remains the source of truth.