ad-analysis

name	ad-analysis
description	Deconstructs an ad's performance data to identify why it worked or failed, extract learnings, and generate 3 test hypotheses. Use after a creative has accumulated significant spend. Trigger on: 'analyze this ad', 'why is it working', 'creative deconstruction', 'what do we learn from this result'. Produces a learning report and 3 actionable next test hypotheses.
metadata	{"version":"1.0.0","status":"stable","tags":["analysis","performance","creative","testing","hypotheses"],"inputs":["creative performance data (Meta metrics)","visual access or description of the creative"],"outputs":["deconstruction report + 3 actionable test hypotheses"],"depends-on":["brand-health"]}

Ad Analysis

Before Starting

Confirm before starting:

• Performance data available: minimum Impressions, CTR, Hook Rate (if video), CPA or CPL
• Sufficient spend for reliable data (minimum 100€ spent, ideally 300€+)
• Visual access to the creative (link, screenshot, or detailed description)
• Original brief available or origin context known (otherwise, analyze without brief = hypotheses to label)
• Period defined and targeted audience known

For reference benchmarks: see references/kpi-benchmarks.md

---

Phase 1: Read the Data

Collect and organize key metrics:

Metric	Value	Benchmark	Status
Hook Rate (video)		20–30%
Hold Rate 50%		20–35%
CTR (link click)		1–2%
CPM		8–15€
CPA / CPL		[target]
Frequency		< 3
Total spend		—

Identify immediately: is it a winner, a learner, or a loser?

• Winner: Primary KPI ≤ target + significant volume
• Learner: Insufficient data or KPI close to target — continue
• Loser: Primary KPI > target × 1.5 with sufficient spend — kill

---

Phase 2: Deconstruct the Creative

Analyze the creative structure across 4 layers:

Hook (First second / First frame)

• What was used as the opener?
• Tactic identified (T01–T42)?
• Psychological trigger?
• Why did it work or not in light of the Hook Rate?

Body of the Message

• What creative mechanic (M1–M8)?
• What is the central promise?
• What proof point?
• Objection addressed or not?

CTA

• Clarity and alignment with the awareness stage?
• CTA friction adapted to engagement level?

Format & Production

• Format adapted to the platform and audience?
• Appropriate production quality (not too much, not too little)?
• Optimal ratio and duration?

---

Phase 3: Formulate the Diagnosis

Identify the primary cause of performance — good or bad.

If winner:

• What contributed most? (hook / angle / mechanic / format / audience)
• Is this result reproducible or contextual (period, budget)?
• What principle can be extracted for future creatives?

If loser:

• Where did the audience drop off? (Low Hook Rate = hook / Low CTR = body or CTA / High CPA = landing page or offer)
• Was the angle right but the execution poor? Or did the angle itself not work?
• What does this result reveal about the persona or market?

---

Phase 4: Generate 3 Test Hypotheses

Each hypothesis must be:

• Testable: one single variable changed
• Motivated: based on a signal in the data, not intuition alone
• Actionable: the next creative to produce is clear

Hypothesis format:

"If we [change X], then [KPI Y] should [increase/decrease] because [reason from the data]."

---

Output Format

# Ad Analysis — [Brand] — [Creative Name] — [Date]

## Performance Data
| Metric | Value | Benchmark | Status |
[table]

## Verdict
[ ] Winner  [ ] Learner  [ ] Loser

## Deconstruction

### Hook
Tactic: [T##] — Trigger: [bias/LF]
Analysis: [Why it worked / didn't work in light of the Hook Rate]

### Body of the Message
Mechanic: [M#] — Angle: [C#]
Analysis: [Reading of Hold Rate and CTR]

### CTA
Analysis: [Awareness alignment / clarity / friction]

### Format
Analysis: [Format, ratio, duration — adequacy]

## Primary Diagnosis
[1 sentence: what mainly explains the result]

## What We Learn
[2–3 generalizable insights for future creatives]

## 3 Test Hypotheses

**H1:**
If we [change X], then [KPI] should [direction] because [reason].
Creative to produce: [short description]

**H2:**
[Same structure]

**H3:**
[Same structure]

---

Related Skills

• 01-audit/brand-health — baseline before analysis
• 05-analysis/account-audit — macro view after multiple individual analyses
• 05-analysis/strategy-gap — if the analysis reveals untested angles
• 03-strategy/creative-brief — to brief the test hypotheses