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Before we jump into today’s topic, can you please answer this question, so I can make content that you enjoy:
Are my emails too long?
Don’t treat metrics like a scoreboard!
CPM goes down? High fives. 🫸🏼🫷🏼
CTR spikes? Pop the champagne. 🍾
But here’s the truth: your metrics aren’t just numbers.
They’re telling you a story about how your audience is experiencing your ads.
Hook rate drops? People are skipping your opening.
Rising frequency? They’re getting bored.
Climbing CPMs? You’re hitting auction pressure.
Every metric is a window into audience psychology—if you know how to interpret it.
The problem? Most marketers track the wrong ones and miss what actually drives growth.
👉 I covered this back in DAS #41, but here’s a simple framework to cut through vanity metrics and focus on the signals that matter.
Your core KPIs—conversions, ROAS, POAS, GPM, POAS—tell you when growth is stalling.
If these aren’t hitting the levels you need, it’s time to dig into performance metrics to find the real problem.
That’s why I use this Performance Metrics Analysis System.
Let’s dive in.
Performance Signals
The numbers that show when your ads stop capturing attention:
Hook rate <20% (and stays there 2+ days)
Hold rate <30% (and stays there 2+ days)
CTR drops >50% from peak
That means people are bored.
Your ads aren’t interesting enough to hold attention—so no action gets taken.
Audience Exhaustion Signals:
Frequency consistently over 4 on winning campaigns
New user engagement falls while frequency rises
CPM climbs and never recovers
Ad Blindness = Psychology
Metrics show behavior, but psychology drives that behavior.
This is how consumer recognition curve usually works:
Week 1–2: “New and interesting”
Week 3–4: “I’ve seen this before”
Week 5+: “Not another ad”
When engagement declines in predictable cycles, it’s not the algorithm—it’s human boredom.
👉 For fixes, see DAS #81: How to Fix Ad Fatigue in Meta Ads.
Strategic Response as a Media Buyer
Don’t kill your creatives too soon—adapt them.
Check whether the problem is campaign structure or creative fatigue.
1. Structure Optimization (24–48 hrs):
Stop ad sets with frequency >4
Test fresh ad sets with Advantage+ suggestions (Lookalike or Interest)
Reduce budget to extend profitable runs (yes, this works)
2. Creative Evolution (1–2 weeks):
Keep what converts (offer, landing page)
Refresh burned-out triggers (hooks, social proof)
Iterate proven angles with new headlines and copy
This way, you extend ad lifespan and keep revenue flowing.
🍩 Snackable Challenge
Pick your current top ad.
Take a look at:
Hook rate
Hold rate
CTR trend
Frequency
CPM
If two or more are flashing red, don’t just pause.
Check whether it’s a structural issue or creative fatigue.
Then add your fixes—and watch to see if your performance metrics recover.
That’s it for today…
Thanks for reading this week’s issue! I hope it gave you a spark to make your ads just a little bit better.
See you next week!
How did you like this issue? (Be honest please)
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