Creative Testing & Optimization

Why Creative Testing Matters

Creative is the single biggest lever in UA performance. The same targeting with different creatives can show 2-5x CPI variation. Systematic testing is essential for sustainable growth.

Testing Framework

1. Concept Testing

Test fundamentally different approaches: gameplay vs. story, UGC vs. polished, humor vs. serious. Find what resonates with your audience.

2. Element Testing

Once you have winning concepts, test individual elements: hooks, CTAs, colors, music, end cards. Isolate variables for clear learnings.

3. Iteration

Take winners and create variations. Refresh visuals while keeping winning structure. Combat fatigue while maintaining performance.

What to Test

• Hook (0-3 sec): Most critical element for completion
• Core message: Value proposition emphasis
• Call to action: Text and visual CTA
• Visual style: Animation, live action, UGC
• Music/sound: With vs. without, genre, tempo
• Length: 15s vs. 30s vs. 45s
• Format: Video, static, playable, carousel

Testing Best Practices

1. One variable at a time: Isolate what you're testing
2. Statistical significance: Wait for enough data
3. Fair comparisons: Same budget, audience, timing
4. Document everything: Build institutional knowledge
5. Kill losers fast: Don't let bad creatives drain budget

Fatigue Management

Even winning creatives decline over time:

• Monitor CTR and CVR trends daily
• Set fatigue alerts at -20% performance
• Refresh every 2-4 weeks for active creatives
• Build creative pipeline ahead of need

Creative Metrics

• IPM: Installs per 1000 impressions
• CTR: Click-through rate
• CVR: Click-to-install rate
• VTR: Video completion rate
• CPI: Cost per install by creative
• ROAS: Return by creative (if possible)