01 — Test stage

›

02 — Scale stage

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03 — Format data

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04 — Report

Test Stage Data

Enter your account's test-phase performance numbers. These reveal how efficiently your pipeline identifies winners.

Volume & spend

Total creatives launched (lifetime)

All ads ever entered into test

Total test spend ($)

Ads that hit (reached Test → Scale)

Used to compute hit rate

Monthly launch volume (avg)

Lifespan & churn

Median test lifespan (days)

Ads that hit then churned

Used to compute churn rate

Median age at churn (days)

Hit rate in last 60 days (%)

Optional — for trend callout

CE Digital — Creative Intelligence

Creative Hit Rate Framework

Test → Scale Pipeline

Test only

Creatives—

Spend—

Hit rate—

→

Test → Scale

Creatives—

Spend—

Hit rate—

→

Scaled (active)

Active ads—

Monthly spend—

Churn / mo—

The six metrics

Hit Rate

01—

% of launched ads that earned their way into Test → Scale.

Graduation Rate

02—

Of ads that hit, this % went on to fully scale. Your pipeline efficiency score.

of hits → scale

Churn Rate

03—

% of ever-hit ads that eventually stopped performing.

Avg Lifespan

04—test

Median creative lifespan in test vs. at scale. Know the difference.

Monthly Launches

05—

Creatives launched per month on average. The metric most agencies ignore.

avg / mo

Avg Spend / Test

06—

Per creative test cost. At your launch volume, this is your monthly test budget.

The blind spot

Volume is the lever

Scale Replenishment Gap

Scale churn / mo

—

Ads dying at scale each month

Current grads / mo

—

New ads entering scale

Coverage

—

Format performance — hit rate