Crossrope Weekly Report
September is pacing at 111% of the revised revenue plan and 125% of the new-customer plan. The week of Sep 14 to 20 took $85,716 of store order revenue on $11,626 of media, a 7.37 MER, and 38 new creatives went live taking 12.9% of Meta spend. The free shipping offer that ran Sep 22 to 24 returned 2.80x on the ad set and left store revenue flat.
- Pacing against plan
- Free shipping flash sale
- Creative vintage
- Channel week in review
- September in context
- Launches & mid-month review
- Winners and iterations
- Top 10 by spend
- What we do next
- Action items
The trailing seven days ran 105% of the revenue plan; the three promo days were the only ones that missed
This tab is the business plan, not the platforms. Every figure comes from the Crossrope pulse sheet, September tab, re-read on Fri 25 Sep. Two things changed since the 23 Sep edition: the sheet's daily calendar has rolled forward and now starts at Sep 18, and the plan line itself was re-revised, so the plan numbers shown here are not the ones in the previous edition. Actuals run through Thu 24 Sep.
The week splits cleanly in two. Sep 18 to 21 beat the plan on every line. Sep 22 to 24, the three days the free shipping offer was live, came in under it: $26,927 against $30,535 planned, a $3,608 shortfall concentrated in new revenue. Repeat revenue held above plan throughout at 121%, so the miss is an acquisition miss, not a store-wide one. The plan for Sep 23 was itself raised to $12,412 in anticipation of the offer, which is why that day shows the largest gap.
Day by day against the revised plan
| Day | Revenue | Plan | % plan | New rev | Plan | Repeat rev | Plan | Ad spend | Plan | Contribution | Plan |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Fri 18 Sep | $12,680 | $9,080 | 140% | $7,700 | $6,356 | $4,981 | $2,724 | $1,641 | $1,652 | $8,002 | $5,754 |
| Sat 19 Sep | $11,361 | $9,080 | 125% | $7,324 | $6,356 | $4,037 | $2,724 | $1,429 | $1,652 | $7,419 | $5,754 |
| Sun 20 Sep | $11,428 | $10,247 | 112% | $8,237 | $7,173 | $3,191 | $3,074 | $1,830 | $1,652 | $7,057 | $6,457 |
| Mon 21 Sep | $8,809 | $9,080 | 97% | $5,741 | $6,356 | $3,068 | $2,724 | $1,749 | $1,652 | $5,561 | $5,754 |
| Tue 22 Sep · offer live | $9,018 | $10,209 | 88% | $5,840 | $7,147 | $3,177 | $3,063 | $1,797 | $1,652 | $5,638 | $6,435 |
| Wed 23 Sep · offer live | $9,219 | $12,412 | 74% | $6,121 | $8,689 | $3,099 | $3,724 | $1,728 | $1,652 | $5,829 | $7,762 |
| Thu 24 Sep · offer live | $8,690 | $7,914 | 110% | $5,528 | $5,540 | $3,162 | $2,374 | $1,652 | $1,652 | $5,586 | $5,051 |
| Sep 18–24 | $71,205 | $68,022 | 105% | $46,491 | $47,617 | $24,715 | $20,407 | $11,826 | $11,564 | $45,092 | $42,967 |
Sep 14 to 17 no longer carry a row in the pulse sheet's daily calendar, which is a rolling fifteen-day window now anchored at Sep 18. Those four days are shown from the store in tab 5 instead. One caution on the sheet itself: Sep 22 read $154 of revenue when this report was built on 23 Sep and has since been backfilled to $9,018, so any read of Sep 22 taken before today was wrong.
Month to date, through Thu 24 Sep, against the revised forecast
| Line | 2025 | 26 forecast | 26 pacing | % of plan | vs 2025 |
|---|---|---|---|---|---|
| Shopify adjusted revenue | $208,148 | $275,420 | $305,917 | 111% | +47.0% |
| New revenue | $151,734 | $182,553 | $205,858 | 113% | +35.7% |
| Repeat revenue | $56,414 | $92,866 | $100,060 | 108% | +77.4% |
| Orders | 1,453 | 1,793 | 2,062 | 115% | +41.9% |
| New customers | 890 | 1,076 | 1,340 | 125% | +50.6% |
| Ad spend | $31,764 | $45,089 | $50,208 | 111% | +58.1% |
| Acquisition spend | $66,635 | $80,289 | $85,408 | 106% | +28.2% |
| AOV | $147 | $152 | $144 | 95% | −2.0% |
| CAC | $75 | $75 | $64 | 85% | −14.7% |
| MER | 3.58x | 3.86x | 4.00x | 104% | +11.7% |
| aMER ACQ | 2.28x | 2.27x | 2.41x | 106% | +5.7% |
| Contribution margin $ | $130,439 | $167,306 | $182,168 | 109% | +39.7% |
The month is comfortably ahead of plan and far ahead of last September. Revenue is at 111% of the revised forecast and 47% above 2025, new customers at 125%, acquisition CAC at $64 against a $75 plan, and aMER ACQ at 2.41 against 2.27 planned. Ad spend is running at 111% of plan, so the account is leaning in and the efficiency is holding while it does. Three soft days do not put September at risk.
Full September projection
| Line | 2025 | 26 forecast | 26 projected | % of plan | vs 2025 |
|---|---|---|---|---|---|
| Shopify adjusted revenue | $257,729 | $332,235 | $357,453 | 108% | +38.7% |
| New revenue | $188,150 | $222,324 | $245,629 | 110% | +30.5% |
| Repeat revenue | $69,578 | $109,911 | $111,825 | 102% | +60.7% |
| Orders | 1,785 | 2,152 | 2,421 | 112% | +35.6% |
| New customers | 1,091 | 1,291 | 1,555 | 120% | +42.5% |
| Ad spend | $37,169 | $55,000 | $60,119 | 109% | +61.7% |
| Acquisition spend | $84,190 | $99,000 | $104,119 | 105% | +23.7% |
| AOV | $147 | $152 | $146 | 96% | −0.7% |
| CAC | $77 | $77 | $67 | 87% | −13.0% |
| MER | 4.78x | 4.83x | 4.86x | 101% | +1.7% |
| aMER ACQ | 2.23x | 2.25x | 2.36x | 105% | +5.8% |
| Contribution margin $ | $160,786 | $203,238 | $215,318 | 106% | +33.9% |
Two notes on the sheet. Its aMER ACQ line divides acquisition revenue by the acquisition-spend line, which is roughly twice the ad-spend line shown beside it, so the calendar's aMER and the calendar's ad spend are not a matched pair. And the 2025 comparison column moved between the 23 and 25 Sep reads, full-month Shopify adjusted revenue going from $267,750 to $257,729, so the year-on-year deltas here are against a base that is still being restated.
The offer bought 5.5% more orders at a 5.8% lower basket, so store revenue finished flat
A sitewide offer of 15% off plus free U.S. shipping ran Mon 22 to Wed 24 Sep, supported on Meta by one new ad set and four statics, and on SMS by a launch text on the 22nd and a last-call text on the 23rd. The ad set stopped spending on the 24th and there was no spend on the 25th. This tab reads the offer three ways: what the ads did, what the store did, and what it cost to run.
On its own terms the ad set worked. On the store's terms the offer did not move the business. The four promo statics took $386, 7.2% of Meta spend over those days, and returned $1,078 at 2.80x, comfortably above the 2.10x the account ran in the same stretch. But the store is the honest scoreboard: Mon to Wed of promo week took $32,445 of order revenue against $32,656 in the same three weekdays of the prior week, a -$211 difference. Orders rose 5.5%, from 238 to 251, while average order value fell 5.8%, from $137.21 to $129.26. The offer converted demand that was already there into smaller, cheaper baskets rather than creating new demand.
The four promo statics
All four ran the same headline and the same body copy, so the test was format, not message. Every one carried “2 Days Only. Save 15% + Free Shipping.” The spread between them is wide: the 1920x1080 text-only cut returned 4.25x on $94, the 1080x1350 lifestyle cut 3.70x, and the collage took $49 and returned nothing. Two of the four also share the identical ad name, 09/17/2026_FreeShipAd4_1080x1350_Image_HP, while pointing at different assets that returned 3.70x and 1.23x. That is a naming collision, not a duplicate, and it makes the pair impossible to tell apart in any report that groups by name.
What the store did
| Day | Order revenue | Orders | AOV | Shipping revenue | Per order | Discount rate |
|---|---|---|---|---|---|---|
| Mon 21 Sep | $11,452 | 94 | $121.82 | $543 | $5.77 | 21.87% |
| Tue 22 Sep · offer live | $10,817 | 92 | $117.58 | $96 | $1.05 | 16.51% |
| Wed 23 Sep · offer live | $11,254 | 86 | $130.86 | $78 | $0.91 | 17.61% |
| Thu 24 Sep · offer live | $10,374 | 73 | $142.11 | $370 | $5.08 | 21.68% |
| Baseline, Sep 14–21 | – | 701 | $138.61 | $4,888 | $6.97 | 15.92% |
Shipping revenue is where the offer actually shows up. Against a baseline of $6.97 of shipping revenue per order over Sep 14 to 21, the three promo days collected $1.05, $0.91 and $5.08 per order. That is roughly $1,205 of shipping revenue given up, and the partial recovery on the 24th says the offer was winding down that day even though the ad set was still spending. The discount rate barely moved: 16.5%, 17.6% and 21.7% against a 15.9% baseline. Crossrope already runs a blended discount near 16%, so “save 15%” was not much of a step up from what a shopper could get on any ordinary day, and the free shipping was doing most of the work.
Read and verdict
38 creatives went live and took 12.9% of Meta spend; the four newest weeks of library carry 41% of it
Every creative that delivered on Meta in the week is assigned to the week it first delivered, so the cohorts add to exactly 100% of Meta spend. 502 ad IDs delivered, resolving to 293 distinct creatives; the extra ad IDs are the consolidated structure running one creative in more than one ad set. This tab answers one question: what went into market last week, and how is the library ageing.
Spend share by launch-week cohort
| First delivered | Creatives | Spend | Share of Meta | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|
| Sep 14–20 | 38 | $1,117.18 | 12.9% | 12 | $1,919 | 1.72x |
| Sep 7–13 | 39 | $421.78 | 4.9% | 7 | $1,647 | 3.91x |
| Aug 31–Sep 6 | 8 | $119.95 | 1.4% | 0 | $0 | 0.00x |
| Aug 24–30 | 34 | $1,871.30 | 21.6% | 12 | $2,070 | 1.11x |
| Aug 17–23 | 8 | $194.77 | 2.2% | 1 | $274 | 1.41x |
| Aug 10–16 | 14 | $378.54 | 4.4% | 2 | $344 | 0.91x |
| Aug 3–9 | 33 | $247.15 | 2.9% | 6 | $951 | 3.85x |
| Jul 27–Aug 2 | 22 | $1,048.53 | 12.1% | 14 | $2,245 | 2.14x |
| Jul 6–26 | 61 | $1,136.01 | 13.1% | 25 | $4,403 | 3.88x |
| Before Jul 6 | 36 | $2,123.34 | 24.5% | 27 | $4,243 | 2.00x |
| All cohorts | 293 | $8,658.55 | 100.0% | 106 | $18,097 | 2.09x |
The library is ageing in a healthy shape but the oldest block still pays the bills. Creatives first delivered before Jul 6 are 24.5% of spend at 2.00x on 27 purchases, while the 38 that launched this week took 12.9% at 1.72x on 12 purchases, which is a first-week number and not yet a verdict. The Aug 24–30 cohort is the one to watch: 21.6% of spend at 1.11x on 12 purchases, almost all of it one whitelisting line.
Everything that went live, Sep 14 to 20
One tile per creative, deduplicated. Every tile opens in the lightbox; every video carries its retention curve inline with the full curve behind the button.
Whitelisting · video · 4 creatives · $471.42 · 3 purchases · 0.78x
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 21.8 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 14.69% | 16.08% | −8.6% | 3-second view → 25% |
| 50% watched | 10.33% | 9.98% | +3.5% | 25% → 50% |
| 75% watched | 7.67% | 7.34% | +4.6% | 50% → 75% |
| 95% watched | 2.38% | 5.63% | −57.7% | 75% → 95% |
| 100% watched | 1.82% | 5.28% | −65.5% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from 25% to 50% watched, 13.8 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 41.70% | 16.08% | +159.3% | 3-second view → 25% |
| 50% watched | 27.91% | 9.98% | +179.7% | 25% → 50% |
| 75% watched | 22.02% | 7.34% | +200.1% | 50% → 75% |
| 95% watched | 19.35% | 5.63% | +243.9% | 75% → 95% |
| 100% watched | 18.86% | 5.28% | +257.5% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 23.2 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 14.02% | 16.08% | −12.8% | 3-second view → 25% |
| 50% watched | 7.01% | 9.98% | −29.8% | 25% → 50% |
| 75% watched | 3.77% | 7.34% | −48.6% | 50% → 75% |
| 95% watched | 2.49% | 5.63% | −55.7% | 75% → 95% |
| 100% watched | 2.16% | 5.28% | −59.1% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 17.0 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 8.71% | 16.08% | −45.8% | 3-second view → 25% |
| 50% watched | 4.77% | 9.98% | −52.2% | 25% → 50% |
| 75% watched | 3.32% | 7.34% | −54.8% | 50% → 75% |
| 95% watched | 2.28% | 5.63% | −59.4% | 75% → 95% |
| 100% watched | 1.87% | 5.28% | −64.6% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Internal · video · 19 creatives · $551.99 · 5 purchases · 1.38x
Video retention against the account
Largest fall is from 25% to 50% watched, 7.7 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 20.67% | 16.08% | +28.5% | 3-second view → 25% |
| 50% watched | 12.99% | 9.98% | +30.2% | 25% → 50% |
| 75% watched | 9.38% | 7.34% | +27.8% | 50% → 75% |
| 95% watched | 7.98% | 5.63% | +41.9% | 75% → 95% |
| 100% watched | 7.70% | 5.28% | +46.0% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 9.2 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 9.72% | 16.08% | −39.6% | 3-second view → 25% |
| 50% watched | 4.30% | 9.98% | −56.9% | 25% → 50% |
| 75% watched | 2.56% | 7.34% | −65.1% | 50% → 75% |
| 95% watched | 1.71% | 5.63% | −69.7% | 75% → 95% |
| 100% watched | 1.57% | 5.28% | −70.3% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 26.5 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 13.35% | 16.08% | −17.0% | 3-second view → 25% |
| 50% watched | 6.09% | 9.98% | −38.9% | 25% → 50% |
| 75% watched | 3.29% | 7.34% | −55.2% | 50% → 75% |
| 95% watched | 3.09% | 5.63% | −45.0% | 75% → 95% |
| 100% watched | 2.80% | 5.28% | −46.8% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 5.5 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 16.25% | 16.08% | +1.0% | 3-second view → 25% |
| 50% watched | 10.88% | 9.98% | +9.1% | 25% → 50% |
| 75% watched | 8.44% | 7.34% | +15.0% | 50% → 75% |
| 95% watched | 7.02% | 5.63% | +24.7% | 75% → 95% |
| 100% watched | 6.62% | 5.28% | +25.6% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 23.8 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 9.70% | 16.08% | −39.7% | 3-second view → 25% |
| 50% watched | 4.85% | 9.98% | −51.4% | 25% → 50% |
| 75% watched | 4.04% | 7.34% | −44.9% | 50% → 75% |
| 95% watched | 3.03% | 5.63% | −46.1% | 75% → 95% |
| 100% watched | 2.22% | 5.28% | −57.9% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 7.9 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 8.59% | 16.08% | −46.6% | 3-second view → 25% |
| 50% watched | 3.74% | 9.98% | −62.5% | 25% → 50% |
| 75% watched | 1.76% | 7.34% | −76.0% | 50% → 75% |
| 95% watched | 1.10% | 5.63% | −80.4% | 75% → 95% |
| 100% watched | 0.66% | 5.28% | −87.5% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 6.5 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 11.80% | 16.08% | −26.6% | 3-second view → 25% |
| 50% watched | 8.99% | 9.98% | −9.9% | 25% → 50% |
| 75% watched | 6.74% | 7.34% | −8.1% | 50% → 75% |
| 95% watched | 4.49% | 5.63% | −20.1% | 75% → 95% |
| 100% watched | 4.49% | 5.28% | −14.8% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 18.3 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 14.79% | 16.08% | −8.0% | 3-second view → 25% |
| 50% watched | 8.45% | 9.98% | −15.3% | 25% → 50% |
| 75% watched | 4.58% | 7.34% | −37.6% | 50% → 75% |
| 95% watched | 3.52% | 5.63% | −37.4% | 75% → 95% |
| 100% watched | 3.17% | 5.28% | −39.9% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 21.3 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 7.09% | 16.08% | −55.9% | 3-second view → 25% |
| 50% watched | 2.84% | 9.98% | −71.6% | 25% → 50% |
| 75% watched | 1.42% | 7.34% | −80.7% | 50% → 75% |
| 95% watched | 0.00% | 5.63% | −100.0% | 75% → 95% |
| 100% watched | 0.00% | 5.28% | −100.0% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 7.9 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 10.00% | 16.08% | −37.8% | 3-second view → 25% |
| 50% watched | 4.29% | 9.98% | −57.0% | 25% → 50% |
| 75% watched | 2.86% | 7.34% | −61.1% | 50% → 75% |
| 95% watched | 2.14% | 5.63% | −61.9% | 75% → 95% |
| 100% watched | 2.14% | 5.28% | −59.4% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 7.4 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 12.30% | 16.08% | −23.5% | 3-second view → 25% |
| 50% watched | 6.56% | 9.98% | −34.3% | 25% → 50% |
| 75% watched | 4.10% | 7.34% | −44.1% | 50% → 75% |
| 95% watched | 3.28% | 5.63% | −41.7% | 75% → 95% |
| 100% watched | 3.28% | 5.28% | −37.8% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 18.3 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 9.68% | 16.08% | −39.8% | 3-second view → 25% |
| 50% watched | 3.23% | 9.98% | −67.7% | 25% → 50% |
| 75% watched | 1.08% | 7.34% | −85.3% | 50% → 75% |
| 95% watched | 1.08% | 5.63% | −80.9% | 75% → 95% |
| 100% watched | 1.08% | 5.28% | −79.6% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 17.3 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 14.67% | 16.08% | −8.8% | 3-second view → 25% |
| 50% watched | 5.33% | 9.98% | −46.5% | 25% → 50% |
| 75% watched | 2.67% | 7.34% | −63.7% | 50% → 75% |
| 95% watched | 1.33% | 5.63% | −76.3% | 75% → 95% |
| 100% watched | 1.33% | 5.28% | −74.7% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from 25% to 50% watched, 6.0 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 16.38% | 16.08% | +1.9% | 3-second view → 25% |
| 50% watched | 10.34% | 9.98% | +3.7% | 25% → 50% |
| 75% watched | 7.76% | 7.34% | +5.7% | 50% → 75% |
| 95% watched | 6.03% | 5.63% | +7.3% | 75% → 95% |
| 100% watched | 6.03% | 5.28% | +14.4% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 9.8 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 11.48% | 16.08% | −28.6% | 3-second view → 25% |
| 50% watched | 6.56% | 9.98% | −34.3% | 25% → 50% |
| 75% watched | 1.64% | 7.34% | −77.7% | 50% → 75% |
| 95% watched | 1.64% | 5.63% | −70.9% | 75% → 95% |
| 100% watched | 1.64% | 5.28% | −68.9% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 11.8 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 9.80% | 16.08% | −39.0% | 3-second view → 25% |
| 50% watched | 7.84% | 9.98% | −21.4% | 25% → 50% |
| 75% watched | 3.92% | 7.34% | −46.5% | 50% → 75% |
| 95% watched | 1.96% | 5.63% | −65.2% | 75% → 95% |
| 100% watched | 1.96% | 5.28% | −62.8% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 11.6 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 9.30% | 16.08% | −42.2% | 3-second view → 25% |
| 50% watched | 9.30% | 9.98% | −6.8% | 25% → 50% |
| 75% watched | 4.65% | 7.34% | −36.6% | 50% → 75% |
| 95% watched | 2.33% | 5.63% | −58.7% | 75% → 95% |
| 100% watched | 2.33% | 5.28% | −55.9% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from 25% to 50% watched, 8.2 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 21.31% | 16.08% | +32.5% | 3-second view → 25% |
| 50% watched | 13.11% | 9.98% | +31.4% | 25% → 50% |
| 75% watched | 11.48% | 7.34% | +56.4% | 50% → 75% |
| 95% watched | 6.56% | 5.63% | +16.5% | 75% → 95% |
| 100% watched | 6.56% | 5.28% | +24.3% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Video retention against the account
Largest fall is from 25% to 50% watched, 20.7 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 20.69% | 16.08% | +28.7% | 3-second view → 25% |
| 50% watched | 0.00% | 9.98% | −100.0% | 25% → 50% |
| 75% watched | 0.00% | 7.34% | −100.0% | 50% → 75% |
| 95% watched | 0.00% | 5.63% | −100.0% | 75% → 95% |
| 100% watched | 0.00% | 5.28% | −100.0% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
Internal · static · 12 creatives · $54.92 · 1 purchases · 4.35x
Internal · carousel · 3 creatives · $38.85 · 3 purchases · 14.14x
The week's build was broad rather than deep, and that is the thing to fix. 38 creatives went live across 7 ideas by name, but 60% of the new-cohort spend sat in three of them, and 24 of the 38 took under $10 each. Meta will not learn from a $3 test; the eight Building A Movement shorts together took $21.89. Fewer ideas built out further, each with a real budget behind it, is the single change that would make next week's vintage read.
$11,626 of media returned $85,716 of store order revenue, a 7.37x MER, against a prior week that still held the Labor Day tail
Prior week is Mon 7 to Sun 13 Sep. Read the comparison with that in mind: the Labor Day and Sale Ending campaigns were still spending on Sep 7 and 8, and those two days alone carried $60,709 of store order revenue, so the week-over-week falls below are mostly the offer coming off site rather than the account changing shape. The last published Crossrope weekly covered Sep 2 to 8, so Sep 9 to 13 has never been reported; it is carried in full in tab 4.
Efficiency held while the account stepped spend down. Media came off 21.2% week over week and store order revenue came off 25.5%, so MER moved only from 7.79x to 7.37x. Blended new-customer CAC is $37.03 against $33.02, which is the cost of buying a new customer without a sitewide offer working for you.
Tactic breakdown
| Tactic | Spend | Share | Impressions | Purchases | Revenue | ROAS | CAC |
|---|---|---|---|---|---|---|---|
| Meta · Acquisition · Consolidated Ads | $2,578.61 $2,587.92 −0.4% |
22.2% | 59,501 66,026 −9.9% |
33 54 −38.9% |
$6,388 $8,931 −28.5% |
2.48x 3.45x −28.2% |
$78.14 $47.92 +63.0% |
| Meta · Acquisition · Consolidated Evergreen Batches | $3,264.34 $3,139.45 +4.0% |
28.1% | 111,127 96,756 +14.9% |
55 82 −32.9% |
$9,062 $13,647 −33.6% |
2.78x 4.35x −36.1% |
$59.35 $38.29 +55.0% |
| Meta · Acquisition · Labor Day | $0.00 $326.51 −100.0% |
0.0% | 0 6,731 −100.0% |
0 6 −100.0% |
$0 $1,136 −100.0% |
0.00x 3.48x −100.0% |
– $54.42 new |
| Meta · Acquisition · Labor Day Sale Ending | $0.00 $1,406.05 −100.0% |
0.0% | 0 38,355 −100.0% |
0 26 −100.0% |
$0 $4,579 −100.0% |
0.00x 3.26x −100.0% |
– $54.08 new |
| Meta · Acquisition · Whitelisting Partnership Ads | $2,815.60 $3,748.95 −24.9% |
24.2% | 63,924 76,381 −16.3% |
18 49 −63.3% |
$2,646 $8,760 −69.8% |
0.94x 2.34x −59.8% |
$156.42 $76.51 +104.4% |
| Google · Brand | $465.90 $474.20 −1.8% |
4.0% | 25,007 23,500 +6.4% |
25.0 27.1 −7.7% |
$3,914 $3,155 +24.1% |
8.40x 6.65x +26.3% |
$18.61 $17.48 +6.5% |
| Google · Non-Brand | $2,501.90 $3,075.05 −18.6% |
21.5% | 149,836 156,675 −4.4% |
17.3 27.8 −37.8% |
$2,422 $3,723 −35.0% |
0.97x 1.21x −20.1% |
$144.62 $110.57 +30.8% |
| All media | $11,626.35 | 100.0% | 409,395 | 148.3 | $24,432 | 2.10x | $78.38 |
Every Meta campaign on this account is an acquisition campaign, so the Meta split is by campaign family rather than by prospecting versus retargeting. Meta purchases are pixel-attributed on 7-day click and 1-day view; Google conversions are model-based and fractional. The two are never added together for a revenue claim.
Whitelisting is where the week's efficiency went. The Whitelisting Partnership Ads campaign took $2,815.60, a third of Meta, and returned 0.94x on 18 purchases against 2.34x last week. Consolidated Evergreen Batches did the opposite job: $3,264.34 at 2.78x on 55 purchases, the largest purchase count on the account. On Google, Brand held at 8.40x on $465.90 while Non-Brand ran $2,501.90 at 0.97x, so the non-brand line is the one worth a feed and asset-group pass rather than a budget change.
Google campaigns, this week against last
| Campaign | Group | Spend | Clicks | Conversions | Value | ROAS |
|---|---|---|---|---|---|---|
| NB Shopping Main Sets | Non-Brand | $1,120.95 $989.71 +13.3% |
244 220 +10.9% |
4.0 7.1 −43.7% |
$305 $1,228 −75.2% |
0.27x 1.24x −78.1% |
| PMax US | Non-Brand | $1,006.42 $1,651.32 −39.1% |
2,670 3,818 −30.1% |
5.8 8.3 −29.8% |
$757 $1,012 −25.2% |
0.75x 0.61x +22.7% |
| Branded - PMax | Brand | $351.16 $372.48 −5.7% |
247 364 −32.1% |
11.5 6.9 +65.5% |
$1,895 $1,135 +66.9% |
5.40x 3.05x +77.0% |
| NB Search Ropeless | Non-Brand | $227.55 $233.62 −2.6% |
49 59 −16.9% |
1.5 5.4 −72.4% |
$271 $630 −57.0% |
1.19x 2.70x −55.8% |
| PMax CA | Non-Brand | $93.72 $137.10 −31.6% |
112 130 −13.8% |
4.0 3.0 +33.3% |
$649 $302 +115.2% |
6.93x 2.20x +214.8% |
| Brand Shopping CA | Brand | $79.92 $62.44 +28.0% |
152 127 +19.7% |
1.0 3.0 −66.7% |
$180 $296 −39.1% |
2.25x 4.74x −52.5% |
| PMax UK | Non-Brand | $53.26 $63.30 −15.9% |
59 111 −46.8% |
2.0 4.0 −50.0% |
$440 $551 −20.1% |
8.26x 8.70x −5.0% |
| Branded - Search | Brand | $34.82 $39.28 −11.4% |
174 217 −19.8% |
12.6 17.2 −27.0% |
$1,839 $1,724 +6.7% |
52.83x 43.87x +20.4% |
| All Google | $2,967.80 | 3,707 | 42.3 | $6,336 | 2.13x |
All-channel dashboard table
| Line | This week | Prior week | Change | Source |
|---|---|---|---|---|
| Store order revenue | $85,716 | $115,017 | −25.5% | Shopify |
| Store orders | 607 | 809 | −25.0% | Shopify |
| Store AOV | $141.21 | $142.17 | −0.7% | Shopify |
| New-customer order revenue | $53,957 | $77,070 | −30.0% | Shopify |
| New-customer orders | 314 | 447 | −29.8% | Shopify |
| Returning order revenue | $31,759 | $37,948 | −16.3% | Shopify |
| Meta spend | $8,658.55 | $11,208.88 | −22.8% | Meta |
| Meta impressions | 234,552 | 284,249 | −17.5% | Meta |
| Meta CPM | $36.92 | $39.43 | −6.4% | Meta |
| Meta landing page views | 3,673 | 3,926 | −6.4% | Meta |
| Meta adds to cart | 968 | 1,788 | −45.9% | Meta |
| Meta checkouts started | 337 | 548 | −38.5% | Meta |
| Meta purchases | 106 | 217 | −51.2% | Meta |
| Meta revenue | $18,097 | $37,053 | −51.2% | Meta |
| Meta ROAS | 2.09x | 3.31x | −36.8% | Meta |
| Meta CPA | $81.68 | $51.65 | +58.1% | Meta |
| Google spend | $2,967.80 | $3,549.26 | −16.4% | |
| Google clicks | 3,707 | 5,046 | −26.5% | |
| Google conversions | 42.3 | 54.9 | −23.0% | |
| Google value | $6,336 | $6,878 | −7.9% | |
| Google ROAS | 2.13x | 1.94x | +10.2% | |
| MER | 7.37x | 7.79x | −5.4% | Shopify / platforms |
| Blended new CAC | $37.03 | $33.02 | +12.1% | Shopify / platforms |
$315,200 of store order revenue in the first 20 days on $42,828 of media, a 7.36x MER
Day by day for the whole month so far, including Sep 9 to 13, the five days that fell between the last published edition and this one. Store revenue on this tab is order revenue: gross sales less discounts, plus shipping and taxes. That is the house definition and it is what every store figure in tabs 3, 4 and 5 uses.
The month splits into three clean phases. Sep 1 to 8 ran the Labor Day tail and peaked at $32,470 on 09 / 07. Sep 9 to 13, the unreported gap week, settled to $10,862 a day. Sep 14 to 20 ran $12,245 a day on lower media, and new customers held at 55% of orders across the whole month.
Day by day, Sep 1 to 20
| Date | Order revenue | Orders | New rev | New orders | Returning rev | Meta spend | Google spend | MER | aMER | New CAC |
|---|---|---|---|---|---|---|---|---|---|---|
| 09-01 sale tail | $16,032 | 113 | $9,407 | 60 | $6,624 | $1,944.25 | $719.96 | 6.02x | 3.53x | $44.40 |
| 09-02 sale tail | $16,070 | 125 | $11,157 | 73 | $4,914 | $1,768.75 | $623.56 | 6.72x | 4.66x | $32.77 |
| 09-03 sale tail | $15,710 | 121 | $10,461 | 65 | $5,250 | $1,748.52 | $565.01 | 6.79x | 4.52x | $35.59 |
| 09-04 sale tail | $18,381 | 138 | $12,707 | 79 | $5,674 | $2,555.43 | $560.23 | 5.90x | 4.08x | $39.44 |
| 09-05 sale tail | $20,477 | 136 | $13,521 | 77 | $6,956 | $2,025.21 | $611.64 | 7.77x | 5.13x | $34.24 |
| 09-06 sale tail | $27,796 | 170 | $19,549 | 113 | $8,247 | $2,727.60 | $593.69 | 8.37x | 5.89x | $29.39 |
| 09-07 sale tail | $32,470 | 216 | $23,157 | 138 | $9,312 | $2,630.72 | $628.84 | 9.96x | 7.10x | $23.62 |
| 09-08 sale tail | $28,240 | 180 | $18,883 | 100 | $9,356 | $2,428.95 | $616.38 | 9.27x | 6.20x | $30.45 |
| 09-09 gap week | $12,253 | 107 | $7,069 | 49 | $5,184 | $1,319.07 | $463.90 | 6.87x | 3.96x | $36.39 |
| 09-10 gap week | $12,139 | 88 | $7,661 | 46 | $4,478 | $1,205.15 | $454.77 | 7.31x | 4.62x | $36.09 |
| 09-11 gap week | $11,774 | 85 | $8,584 | 46 | $3,189 | $1,185.88 | $456.37 | 7.17x | 5.23x | $35.70 |
| 09-12 gap week | $7,500 | 59 | $4,605 | 31 | $2,894 | $1,016.93 | $480.45 | 5.01x | 3.08x | $48.30 |
| 09-13 gap week | $10,643 | 74 | $7,109 | 37 | $3,534 | $1,422.18 | $448.54 | 5.69x | 3.80x | $50.56 |
| 09-14 | $13,977 | 94 | $10,422 | 57 | $3,555 | $1,255.66 | $487.57 | 8.02x | 5.98x | $30.58 |
| 09-15 | $10,653 | 78 | $6,037 | 37 | $4,616 | $1,274.68 | $434.03 | 6.23x | 3.53x | $46.18 |
| 09-16 | $8,026 | 66 | $4,728 | 29 | $3,298 | $1,230.42 | $420.32 | 4.86x | 2.86x | $56.92 |
| 09-17 | $13,003 | 93 | $8,366 | 51 | $4,637 | $1,230.70 | $459.64 | 7.69x | 4.95x | $33.14 |
| 09-18 | $13,080 | 89 | $7,475 | 41 | $5,605 | $1,236.93 | $381.93 | 8.08x | 4.62x | $39.48 |
| 09-19 | $14,609 | 96 | $8,533 | 46 | $6,076 | $1,004.20 | $402.23 | 10.39x | 6.07x | $30.57 |
| 09-20 | $12,368 | 91 | $8,396 | 53 | $3,972 | $1,425.96 | $382.09 | 6.84x | 4.64x | $34.11 |
| Sep 1–20 | $315,200 | 2,219 | $207,829 | 1,228 | $107,372 | $32,637.19 | $10,191.15 | 7.36x | 4.85x | $34.88 |
The three weeks side by side
| Window | Days | Order revenue | Per day | Orders | New share | Media | MER | aMER | New CAC |
|---|---|---|---|---|---|---|---|---|---|
| Sep 1–6, sale on | 6 | $114,467 | $19,078 | 803 | 58% | $16,443.85 | 6.96x | 4.67x | $35.21 |
| Sep 7–13, sale ends then gap week | 7 | $115,017 | $16,431 | 809 | 55% | $14,758.14 | 7.79x | 5.22x | $33.02 |
| Sep 14–20, this week | 7 | $85,716 | $12,245 | 607 | 52% | $11,626.35 | 7.37x | 4.64x | $37.03 |
Revenue per day is down but the customer mix has not deteriorated. New customers were 58% of orders in the sale window and 52% this week, and blended new CAC moved from $35.21 to $37.03 across the same stretch. The efficiency cost of running without an offer is visible and contained.
The Meta funnel this week, and the pool it leaves behind
| Step | This week | Prior week | Change | Step rate |
|---|---|---|---|---|
| Impressions | 234,552 | 284,249 | −17.5% | – |
| Landing page views | 3,673 | 3,926 | −6.4% | 1.6% |
| Content views | 2,337 | 3,135 | −25.5% | 63.6% |
| Adds to cart | 968 | 1,788 | −45.9% | 41.4% |
| Checkouts started | 337 | 548 | −38.5% | 34.8% |
| Purchases | 106 | 217 | −51.2% | 31.5% |
The unconverted cart pool is the cheapest revenue left on the table. Meta recorded 968 adds to cart and 106 purchases in the week, leaving 862 carts that did not convert, against 1,571 in the prior week when the offer was live. Page to cart fell from 45.5% to 26.4%, which is where the whole week's ROAS change sits, not in the auction: CPM actually came down from $39.43 to $36.92.
Order revenue, in plain terms. We take what the store sold at full price, take off the discounts customers used, then add the shipping and tax they actually paid. It is the cash the store collected on the orders placed that day. It is deliberately not the pulse sheet's adjusted revenue, which also nets out refunds, so the two numbers differ by design.
91 creatives launched in the first 20 days, a 136-a-month rate against October's floor of 120
This is the mid-month review: September's actual output measured against the shape the October Creative Demand Model asks for. The gallery of what went live last week is in tab 2 and is not repeated here. A creative is counted once, on the week it first delivered, no matter how many ad IDs carry it.
Output is ahead of the October rate, so the model is not the constraint this month. 91 creatives in 20 days is a 136-a-month pace against a floor of 120, and those creatives have already taken $6,882 of September Meta spend and returned 2.26x on 86 purchases. The gap is not volume, it is depth: 149 ad IDs across 91 creatives is 1.64 per creative against the 1.42 the model assumes, and 24 of last week's 38 launches took under $10 each.
Against the October model's shape
| Line | October model | September, 20 days | September rate | Read |
|---|---|---|---|---|
| Output floor, distinct creatives | 120 | 91 | 136 / month | ahead of the floor |
| Clusters, one idea one shoot | 21 | – | – | not tracked in-platform yet |
| Ad IDs | about 170 | 149 | 223 / month | 1.64x vs 1.42x planned |
| Evergreen | 82 | 78 of 84 tagged | – | evergreen-led, as planned |
| Moments | 38 | 6 of 84 tagged | – | moment build starts in October |
| Static | 59 | 48 | – | on shape |
| Video, UGC and brand | 49 | 43 | – | on shape |
| Front-load, first 14 days | 78.8% | 83% | – | cleared the 65% rule |
| Front-load, week one | 51.9% | 12% | – | the one shape gap |
Front-load is measured on the date in each creative's own file name, which is the date the team built it for; 88 of the 91 September launches carry one. 11 of those 88 are dated in the first seven days and 73 in the first fourteen.
Shape is right, timing is the fixable part. September cleared the 65% front-load rule at 83% inside 14 days, but only 12% of the month's go-lives landed in week one against the 51.9% October asks for. Meta needs about seven days per creative to find its audience, so a week-one block is what turns a 120-creative month into a 120-creative month that actually gets read.
The eight persona groups, September coverage
| Persona group | Model floor | Sept creatives | Share | Spend | Purchases | ROAS | Pacing |
|---|---|---|---|---|---|---|---|
| Coordination-Anxious Starters | 6+ | 4 | 4.8% | $20.62 | 0 | 0.00x | 4 of 6, headroom left |
| Private Fitness Restarters | 6+ | 20 | 23.8% | $449.66 | 8 | 2.77x | clears the six-asset floor |
| Schedule Fragmenters and Caregivers | 6+ | 5 | 6.0% | $55.86 | 0 | 0.00x | 5 of 6, headroom left |
| Former Runners Still Athletes | 6+ | 7 | 8.3% | $321.68 | 3 | 2.01x | clears the six-asset floor |
| Intensity Snobs and System Skeptics | 6+ | 3 | 3.6% | $14.46 | 0 | 0.00x | 3 of 6, headroom left |
| Rebuilders | 6+ | 23 | 27.4% | $1,049.35 | 14 | 2.85x | clears the six-asset floor |
| Skill Collectors and Streak Chasers | 6+ | 0 | 0.0% | $0.00 | 0 | – | no September build yet |
| October Moment Shoppers | 6+ | 0 | 0.0% | $0.00 | 0 | – | no September build yet |
| Broad, no persona tag in Motion | – | 22 | 26.2% | $2,174.58 | 19 | 1.48x | tagging gap |
| Tagged September launches | 84 | 100.0% | $4,086.21 | 44 | 1.98x |
84 of the 91 September creatives carry Motion tags; the rest are too new to have been classified. The model's floor is at least six assets in every one of the eight groups, which is Brooke's own rule and the reason the October shape holds at 120.
Three groups are carrying September and three have headroom. Private Fitness Restarters, Rebuilders and Former Runners Still Athletes each cleared the six-asset floor. Skill Collectors and Streak Chasers and October Moment Shoppers have no September build, which is expected: the moment lanes are October work and the Black Friday kit is built in October. The largest single line is still Broad with no persona tag, 26% of tagged launches, so the cheapest win available is tagging at brief time rather than after launch.
Concentration: how much of Meta sits in how few creatives
| Top creatives by spend | Spend | Share of Meta | Bar |
|---|---|---|---|
| Top 1 | $1,564.27 | 18.1% | |
| Top 3 | $2,751.96 | 31.8% | |
| Top 5 | $3,601.13 | 41.6% | |
| Top 10 | $5,024.42 | 58.0% | |
| Top 20 | $6,513.96 | 75.2% | |
| Top 50 | $8,040.20 | 92.9% | |
| Top 100 | $8,519.54 | 98.4% | |
| All 293 creatives | $8,658.55 | 100.0% |
The account is less concentrated than it looks. The top 10 creatives hold 58% of Meta spend and the top 50 hold 93%, so 243 creatives share the remaining 7%. That long tail is where the sub-$10 launches sit, and thinning it into fewer, better-funded ideas is the same action the vintage tab points to.
Every September launch, with first-delivery week and performance
| Creative | First delivered | Ad IDs | Format | Spend | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|---|
| 09/02/2026_Labor Day - Sale Ending_BackToFitAd3_11080x1350_Image_HP | Aug 31–Sep 6 | 1 | Static or carousel | $1,506.06 | 20 | $3,633.95 | 2.41x |
| 09/02/2026_Labor Day - Sale Ending_LaborDaySaleEnding_Video_HP | Aug 31–Sep 6 | 1 | Video | $989.09 | 17 | $2,832.50 | 2.86x |
| 09/11/2026_Women over 50 3_Video_LP Ropeless Jump Ropes | Sep 7–13 | 5 | Video | $557.42 | 8 | $1,865.21 | 3.35x |
| 09/02/2026_WHITELISTING_earthandowl_Jump Ropes LP | Aug 31–Sep 6 | 1 | Video | $395.76 | 2 | $467.00 | 1.18x |
| 09/02/2026_WHITELISTING_ stealthysnorlax_Video_Jump Ropes LP | Aug 31–Sep 6 | 1 | Video | $391.19 | 3 | $674.96 | 1.73x |
| 09/02/2026_Labor Day - Sale Ending_BackToFitAd3_1920x1080_Image_HP | Aug 31–Sep 6 | 1 | Static or carousel | $287.68 | 5 | $968.71 | 3.37x |
| 09/14/2026_Crossrope ASMR Unboxing - Hook 2_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $271.10 | 4 | $585.76 | 2.16x |
| 09/15/2026_WHITELISTING_ brendenruhl _Dental Chews PDP | Sep 14–20 | 3 | Video | $263.96 | 1 | $127.55 | 0.48x |
| 09/08/2026_QuoteAdRopeless3_1080x1350_Image_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Static or carousel | $178.68 | 4 | $685.36 | 3.84x |
| 09/08/2026_CR_Transformation_Video_Jump Ropes LP | Sep 7–13 | 2 | Video | $141.96 | 1 | $22.91 | 0.16x |
| 09/18/2026_WHITELISTING_sanfranfitness_jump-ropes LP | Sep 14–20 | 1 | Video | $139.28 | 2 | $241.99 | 1.74x |
| 09/08/2026_Apartment Noise 4_Video_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Video | $122.34 | 0 | $0.00 | 0.00x |
| 09/11/2026_Women over 50 1_Video_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Video | $116.90 | 1 | $238.04 | 2.04x |
| 09/08/2026_QuoteAdRope2_1080x1920_Image_LP AMP | Sep 7–13 | 2 | Static or carousel | $113.18 | 3 | $583.36 | 5.15x |
| 09/17/2026_SetsUnder100Video_1920x1080v2_Video_CP | Sep 14–20 | 2 | Video | $103.54 | 1 | $175.67 | 1.70x |
| 09/11/2026_CR_HateRunning-Damian_4x5_Image_Jump Ropes LP | Sep 7–13 | 1 | Static or carousel | $76.67 | 2 | $438.77 | 5.72x |
| 09/05/2026_WHITELISTING_officialjumpropedudes_Jump Ropes LP | Aug 31–Sep 6 | 1 | Video | $73.21 | 1 | $245.04 | 3.35x |
| 09/11/2026_CR_HateRunning-Damian_Video_Jump Ropes LP | Sep 7–13 | 2 | Video | $68.98 | 1 | $208.90 | 3.03x |
| 09/08/2026_Apartment Noise 2_Video_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Video | $66.94 | 2 | $265.84 | 3.97x |
| 09/11/2026_CR_HateRunning-DamianB_4x5_Image_Jump Ropes LP | Sep 7–13 | 2 | Static or carousel | $58.58 | 0 | $0.00 | 0.00x |
| 09/11/2026_Women50Static1_1080x1350_Image_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Static or carousel | $58.19 | 0 | $0.00 | 0.00x |
| 09/15/2026_WHITELISTING_ sanfran_fitness _Dental Chews PDP | Sep 14–20 | 1 | Video | $55.43 | 0 | $0.00 | 0.00x |
| 09/02/2026_WHITELISTING_jamienibs.fit_Jump Ropes LP | Aug 31–Sep 6 | 1 | Video | $53.33 | 0 | $0.00 | 0.00x |
| 09/10/2026_CR_CardioHater-MashupTextOverlay_Video_Jump Ropes LP | Sep 7–13 | 2 | Video | $52.98 | 0 | $0.00 | 0.00x |
| 09/14/2026_Crossrope UGC - caption + hook 1_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $50.00 | 0 | $0.00 | 0.00x |
| 09/14/2026_Crossrope ASMR Unboxing - Hook 1 _Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $43.22 | 0 | $0.00 | 0.00x |
| 09/10/2026_CR_CardioHater-Susie_ROPELESS_Video_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Video | $42.70 | 0 | $0.00 | 0.00x |
| 09/08/2026_QuoteAdRopeless4_1080x1350_Image_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Static or carousel | $37.21 | 0 | $0.00 | 0.00x |
| 09/10/2026_CR_Susie-CardioHater-FBComment_Image_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Static or carousel | $35.68 | 1 | $56.57 | 1.59x |
| 09/02/2026_WHITELISTING_sulyvaldes_Jump Ropes LP | Aug 31–Sep 6 | 1 | Video | $30.97 | 0 | $0.00 | 0.00x |
| 09/10/2026_Persona: Appartment Noise Cluster V1_Image_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Static or carousel | $30.34 | 0 | $0.00 | 0.00x |
| 09/08/2026_QuoteAdRopeless5_1080x1350_Image_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Static or carousel | $29.34 | 0 | $0.00 | 0.00x |
| 09/14/2026_Persona: Small Spaces/Home WorkoutHannahToned Arms_Jump Ropes LP | Sep 14–20 | 1 | Static or carousel | $27.97 | 3 | $549.39 | 19.64x |
| 09/08/2026_HSAAds4_Image_LP AMP | Sep 7–13 | 2 | Static or carousel | $22.78 | 1 | $64.95 | 2.85x |
| 09/14/2026_Crossrope UGC - caption + hook 2_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $22.01 | 0 | $0.00 | 0.00x |
| 09/08/2026_QuoteAdRopeless2_1080x1350_Image_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Static or carousel | $21.83 | 0 | $0.00 | 0.00x |
| 09/18/2026_Us vs Them 02_Image_Jump Ropes LP | Sep 14–20 | 2 | Static or carousel | $20.22 | 0 | $0.00 | 0.00x |
| 09/10/2026_Persona: Appartment Noise Cluster V2_Image_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Static or carousel | $19.28 | 0 | $0.00 | 0.00x |
| 09/08/2026_Apartment Noise 1_Video_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Video | $17.75 | 0 | $0.00 | 0.00x |
| 09/08/2026_HSAAds7_Image_LP AMP | Sep 7–13 | 1 | Static or carousel | $17.45 | 0 | $0.00 | 0.00x |
| 09/08/2026_QuoteAdRope1_1080x1920_Image_LP AMP | Sep 7–13 | 2 | Static or carousel | $17.36 | 0 | $0.00 | 0.00x |
| 09/10/2026_CR_Susie-CardioHater_01_Carousel_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Static or carousel | $17.18 | 0 | $0.00 | 0.00x |
| 09/17/2026_SetsUnder100Video_1920x1080v3_Video_CP | Sep 14–20 | 2 | Video | $15.60 | 0 | $0.00 | 0.00x |
| 09/05/2026_WHITELISTING_curlpositive_Jump Ropes LP | Aug 31–Sep 6 | 1 | Video | $13.31 | 0 | $0.00 | 0.00x |
| 09/02/2026_CR_Brooke-Arms-CarouselV2_001_Carousel_Jump Ropes LP | Aug 31–Sep 6 | 2 | Static or carousel | $13.24 | 0 | $0.00 | 0.00x |
| 09/15/2026_WHITELISTING_musclesbymarcell_Dental Chews PDP | Sep 14–20 | 1 | Video | $12.75 | 0 | $0.00 | 0.00x |
| 09/11/2026_CR_CardioHater-Damian_Video_Jump Ropes LP | Sep 7–13 | 2 | Video | $11.96 | 0 | $0.00 | 0.00x |
| 09/14/2026_Building A Movement 2 - Short 1 Time_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $10.91 | 0 | $0.00 | 0.00x |
| 09/17/2026_5ReasonsLP3_1920x1080_Image_LP 5 Reason | Sep 14–20 | 2 | Static or carousel | $10.04 | 0 | $0.00 | 0.00x |
| 09/11/2026_Women over 50 4_Video_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Video | $9.88 | 0 | $0.00 | 0.00x |
| 09/10/2026_Persona: Appartment Noise Cluster_Carousel_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Static or carousel | $9.11 | 0 | $0.00 | 0.00x |
| 09/08/2026_Apartment Noise 3_Video_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Video | $9.08 | 2 | $371.87 | 40.95x |
| Ropeless LP09/14/2026_Persona: Small Spaces/Home WorkoutHannahToned Arms_Dental Chews PDP | Sep 14–20 | 1 | Static or carousel | $8.26 | 0 | $0.00 | 0.00x |
| 09/11/2026_Women over 50 2_Video_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Video | $7.89 | 0 | $0.00 | 0.00x |
| 09/11/2026_Women50Quote_1080x1350_Image_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Static or carousel | $7.41 | 0 | $0.00 | 0.00x |
| 09/14/2026_CR_Hannah-HomeWorkout_Video_Ropeless LP | Sep 14–20 | 1 | Video | $7.34 | 0 | $0.00 | 0.00x |
| 09/14/2026_CR_Emil-AtHome-AMA_Image_Jump Ropes LP | Sep 14–20 | 2 | Static or carousel | $5.87 | 0 | $0.00 | 0.00x |
| 09/16/2026_CR_WorkoutVacation_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $5.81 | 0 | $0.00 | 0.00x |
| 09/17/2026_SetsUnder100Video_1920x1080_Video_CP | Sep 14–20 | 2 | Video | $5.19 | 0 | $0.00 | 0.00x |
| 09/08/2026_HSAAds3_Image_LP AMP | Sep 7–13 | 2 | Static or carousel | $4.99 | 0 | $0.00 | 0.00x |
| 09/08/2026_HSAAds5_Image_LP AMP | Sep 7–13 | 2 | Static or carousel | $4.88 | 0 | $0.00 | 0.00x |
| 09/11/2026_CR_Damian-CardioHater_01_Carousel_Jump Ropes LP | Sep 7–13 | 2 | Static or carousel | $4.59 | 0 | $0.00 | 0.00x |
| 09/14/2026_CR-Hannah-MoreEfficient_4x5_Image_Jump Ropes LP | Sep 14–20 | 1 | Static or carousel | $4.26 | 0 | $0.00 | 0.00x |
| 09/11/2026_Women50Carousel1_Carousel_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Static or carousel | $4.25 | 0 | $0.00 | 0.00x |
| 09/11/2026_Women50Static2_1080x1350_Image_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Static or carousel | $4.23 | 0 | $0.00 | 0.00x |
| 09/14/2026_CR_Hannah-TonedArms (1)_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $3.70 | 0 | $0.00 | 0.00x |
| 09/08/2026_QuoteAdRopeless1_1080x1350_Image_LP Ropeless Jump Ropes | Sep 7–13 | 1 | Static or carousel | $3.18 | 0 | $0.00 | 0.00x |
| 09/16/2026_Crossrope Suly Valdes Travel 9x16_Image_Jump Ropes LP | Sep 14–20 | 2 | Static or carousel | $3.15 | 0 | $0.00 | 0.00x |
| 09/18/2026_Us vs Them 01_Image_Jump Ropes LP | Sep 14–20 | 2 | Static or carousel | $3.07 | 0 | $0.00 | 0.00x |
| 09/02/2026_CR_Brooke Carousel Ads_001_Carousel_Jump Ropes LP | Aug 31–Sep 6 | 2 | Static or carousel | $2.81 | 0 | $0.00 | 0.00x |
| 09/17/2026_5ReasonsLP4_1920x1080_Image_LP 5 Reason | Sep 14–20 | 2 | Static or carousel | $2.63 | 1 | $239.06 | 90.90x |
| 09/14/2026_Persona: Home/Small SpaceEmil - never trip over a jump rope/home workout_Carousel_Jump Ropes LP | Sep 14–20 | 2 | Static or carousel | $2.62 | 0 | $0.00 | 0.00x |
| 09/14/2026_CR_Hannah-HomeWorkout_Video_Jump Ropes LP | Sep 14–20 | 1 | Video | $2.59 | 0 | $0.00 | 0.00x |
| 09/14/2026_Building A Movement 2 - Short 3 Brand Statement_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $2.47 | 0 | $0.00 | 0.00x |
| 09/14/2026_Building A Movement 1 - Short 2 Community_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $2.41 | 0 | $0.00 | 0.00x |
| 09/14/2026_CR-Hannah-MoreEfficient_4x5_Image_Ropeless LP | Sep 14–20 | 1 | Static or carousel | $2.30 | 0 | $0.00 | 0.00x |
| 09/14/2026_CR_News-Hannah-TonedArms_4x5 (1)_Image_Jump Ropes LP | Sep 14–20 | 2 | Static or carousel | $2.29 | 0 | $0.00 | 0.00x |
| 09/08/2026_QuoteAdRope3_1080x1350_Image_LP AMP | Sep 7–13 | 2 | Static or carousel | $2.17 | 0 | $0.00 | 0.00x |
| 09/14/2026_Building A Movement 1 - Short 4 Brand Statement_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $1.77 | 0 | $0.00 | 0.00x |
| 09/08/2026_HSAAds1_Image_LP AMP | Sep 7–13 | 2 | Static or carousel | $1.66 | 0 | $0.00 | 0.00x |
| 09/14/2026_Building A Movement 2 - Short 2 Progress_Video_Jump Ropes LP | Sep 14–20 | 1 | Video | $1.43 | 0 | $0.00 | 0.00x |
| 09/14/2026_Building A Movement 1 - Short 1 Inspirational_Video_Jump Ropes LP | Sep 14–20 | 1 | Video | $1.36 | 0 | $0.00 | 0.00x |
| 09/14/2026_Building A Movement 1 - Short 5 Emotional_Video_Jump Ropes LP | Sep 14–20 | 2 | Video | $1.18 | 0 | $0.00 | 0.00x |
| 09/08/2026_HSAAds2_Image_LP AMP | Sep 7–13 | 1 | Static or carousel | $0.96 | 0 | $0.00 | 0.00x |
| 09/17/2026_5ReasonsLP2_1920x1080_Image_LP 5 Reason | Sep 14–20 | 2 | Static or carousel | $0.58 | 0 | $0.00 | 0.00x |
| 09/14/2026_Building A Movement 1 - Short 3 Mindset_Video_Jump Ropes LP | Sep 14–20 | 1 | Video | $0.36 | 0 | $0.00 | 0.00x |
| 09/17/2026_5ReasonsLP1_1080x1350_Image_LP 5 Reason | Sep 14–20 | 2 | Static or carousel | $0.33 | 0 | $0.00 | 0.00x |
| 09/08/2026_HSAAds6_Image_LP AMP | Sep 14–20 | 1 | Static or carousel | $0.18 | 0 | $0.00 | 0.00x |
| 09/08/2026_Zone 2 Cardio Training_Carousel_LP Ropeless Jump Ropes | Sep 7–13 | 2 | Static or carousel | $0.09 | 0 | $0.00 | 0.00x |
| 08/27/2026_HomeGym1_1920x1350_Image_LP AMP | Aug 31–Sep 6 | 1 | Static or carousel | $0.02 | 0 | $0.00 | 0.00x |
| 08/27/2026_GoalPlan1_1920x1080_Image_LP AMP | Aug 31–Sep 6 | 1 | Static or carousel | $0.02 | 0 | $0.00 | 0.00x |
Two creatives cleared this account's 10-purchase bar on $2,152.86 of spend between them
The winner bar on this account is 10 purchases in the week, not the house 15, because Crossrope runs more creatives on less spend per creative than our other accounts. Everything below is weighted by spend, and every ROAS is shown with the spend and purchase count behind it so you can see how much weight a read is carrying.
Funded winners, 10 purchases or more
08/24/2026_WHITELISTING_ Jimschallenge_Jump Ropes LP
07/29/2026_Whitelisting Earth & Owl 1_Jump Ropes LP – Copy - Copy
Creative by Motion attribute
Audience
| Audience | Creatives | Spend | Share | oCTR | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|---|
| Broad | 85 | $2,869.83 | 33.1% | 1.78% | 35 | $5,414 | 1.89x |
| Beginners | 18 | $2,236.65 | 25.8% | 2.10% | 19 | $3,373 | 1.51x |
| Women Over 50 | 18 | $604.96 | 7.0% | 2.80% | 11 | $2,393 | 3.96x |
| Cardio Enthusiasts | 16 | $560.22 | 6.5% | 2.17% | 9 | $1,856 | 3.31x |
| Home Exercisers | 30 | $420.83 | 4.9% | 2.57% | 5 | $935 | 2.22x |
| Busy Parents | 7 | $400.44 | 4.6% | 2.51% | 3 | $456 | 1.14x |
| Fitness skeptics | 4 | $322.93 | 3.7% | 1.35% | 7 | $944 | 2.92x |
| Injury and joint concerns | 7 | $303.62 | 3.5% | 2.71% | 5 | $623 | 2.05x |
| Jump Rope Users | 6 | $258.61 | 3.0% | 1.47% | 3 | $626 | 2.42x |
| Fitness Enthusiasts | 34 | $181.59 | 2.1% | 1.21% | 2 | $488 | 2.68x |
| 13 further values, each under $137 | 68 | $498.87 | 5.8% | – | 7 | $989 | 1.98x |
Message
| Message | Creatives | Spend | Share | oCTR | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|---|
| Transformation & Results | 35 | $1,608.18 | 18.6% | 1.92% | 26 | $3,935 | 2.45x |
| Weight Loss & Fat Burn | 13 | $1,590.35 | 18.4% | 2.10% | 11 | $1,842 | 1.16x |
| Convenience & Portability | 34 | $1,057.71 | 12.2% | 1.90% | 5 | $777 | 0.73x |
| Calorie Burn | 42 | $740.88 | 8.6% | 1.88% | 13 | $1,739 | 2.35x |
| Not yet tagged in Motion | 6 | $665.79 | 7.7% | 2.19% | 10 | $1,720 | 2.58x |
| Build Muscle & Physique | 25 | $649.43 | 7.5% | 1.97% | 14 | $2,596 | 4.00x |
| Full Body Workout | 19 | $543.41 | 6.3% | 1.93% | 9 | $1,900 | 3.50x |
| Ease & Accessibility | 8 | $382.00 | 4.4% | 2.59% | 1 | $123 | 0.32x |
| Affordable Alternative | 5 | $265.19 | 3.1% | 1.27% | 2 | $380 | 1.43x |
| Bone Health | 4 | $220.69 | 2.5% | 3.49% | 4 | $1,136 | 5.15x |
| 28 further values, each under $170 | 102 | $934.92 | 10.8% | – | 11 | $1,950 | 2.09x |
Hook tactic
| Hook tactic | Creatives | Spend | Share | oCTR | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|---|
| Contrast | 12 | $1,858.10 | 21.5% | 2.04% | 15 | $2,254 | 1.21x |
| Not yet tagged in Motion | 88 | $846.75 | 9.8% | 1.19% | 14 | $2,397 | 2.83x |
| Curiosity | 15 | $832.88 | 9.6% | 1.77% | 11 | $2,080 | 2.50x |
| Relatability | 14 | $698.30 | 8.1% | 2.19% | 10 | $1,720 | 2.46x |
| Product Announcement | 5 | $608.13 | 7.0% | 2.14% | 9 | $1,898 | 3.12x |
| FOMO | 2 | $599.43 | 6.9% | 1.86% | 4 | $650 | 1.08x |
| Storytelling | 14 | $501.17 | 5.8% | 2.45% | 3 | $456 | 0.91x |
| Question | 22 | $459.05 | 5.3% | 2.25% | 10 | $1,574 | 3.43x |
| Aspirational | 9 | $322.28 | 3.7% | 1.69% | 4 | $586 | 1.82x |
| Contrarian | 4 | $309.56 | 3.6% | 2.58% | 1 | $123 | 0.40x |
| 20 further values, each under $271 | 108 | $1,622.90 | 18.7% | – | 25 | $4,359 | 2.69x |
Visual format
| Visual format | Creatives | Spend | Share | oCTR | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|---|
| Before and After | 34 | $2,471.94 | 28.5% | 1.96% | 22 | $3,286 | 1.33x |
| Demo | 64 | $1,960.84 | 22.6% | 2.27% | 21 | $3,066 | 1.56x |
| Yapper | 4 | $1,200.55 | 13.9% | 2.04% | 15 | $2,497 | 2.08x |
| Expert Explainer | 8 | $514.21 | 5.9% | 1.94% | 8 | $1,670 | 3.25x |
| How To | 15 | $383.15 | 4.4% | 2.78% | 7 | $1,444 | 3.77x |
| Montage | 54 | $374.08 | 4.3% | 2.46% | 5 | $1,374 | 3.67x |
| Offer-First Banner | 9 | $283.03 | 3.3% | 0.98% | 3 | $458 | 1.62x |
| Transformation | 2 | $251.68 | 2.9% | 2.27% | 8 | $1,524 | 6.06x |
| Us Vs Them | 5 | $237.68 | 2.7% | 1.65% | 3 | $174 | 0.73x |
| Collage | 8 | $220.29 | 2.5% | 0.99% | 4 | $979 | 4.44x |
| 22 further values, each under $197 | 90 | $761.10 | 8.8% | – | 10 | $1,625 | 2.14x |
Format
| Format | Creatives | Spend | Share | oCTR | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|---|
| UGC video | 165 | $7,147.46 | 82.5% | 2.18% | 83 | $14,621 | 2.05x |
| Lifestyle / product image with text | 87 | $834.00 | 9.6% | 1.18% | 14 | $2,397 | 2.87x |
| Hybrid | 23 | $584.73 | 6.8% | 1.44% | 8 | $870 | 1.49x |
| High Production | 15 | $79.00 | 0.9% | 1.49% | 1 | $209 | 2.64x |
| Not yet tagged in Motion | 3 | $13.36 | 0.2% | 1.74% | 0 | $0 | 0.00x |
Offer
| Offer | Creatives | Spend | Share | oCTR | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|---|
| No Offer | 242 | $7,143.88 | 82.5% | 2.05% | 87 | $14,601 | 2.04x |
| Always-On Offer | 34 | $805.63 | 9.3% | 1.68% | 9 | $1,420 | 1.76x |
| Promo | 14 | $695.68 | 8.0% | 1.54% | 10 | $2,076 | 2.98x |
| Not yet tagged in Motion | 3 | $13.36 | 0.2% | 1.74% | 0 | $0 | 0.00x |
Moment
| Moment | Creatives | Spend | Share | oCTR | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|---|---|
| Evergreen | 275 | $8,097.27 | 93.5% | 1.94% | 102 | $17,385 | 2.15x |
| Summer | 6 | $341.25 | 3.9% | 2.64% | 3 | $526 | 1.54x |
| Not yet tagged in Motion | 3 | $90.07 | 1.0% | 3.28% | 1 | $186 | 2.07x |
| Labor Day | 1 | $53.87 | 0.6% | 2.64% | 0 | $0 | 0.00x |
| Wedding | 1 | $46.52 | 0.5% | 2.67% | 0 | $0 | 0.00x |
| Other | 4 | $24.71 | 0.3% | 1.25% | 0 | $0 | 0.00x |
| Holiday Gifting | 1 | $4.64 | 0.1% | 1.00% | 0 | $0 | 0.00x |
| St. Patrick's Day | 1 | $0.15 | 0.0% | 0.00% | 0 | $0 | 0.00x |
| Fall | 1 | $0.07 | 0.0% | 0.00% | 0 | $0 | 0.00x |
Taxonomy hygiene. UGC and UGC Mashup are reported as one UGC video row; the three lifestyle and product image labels are reported as Lifestyle / product image with text; Fitness Skeptics, Fitness Doubters and Muscle Building Skeptics are one Fitness skeptics row; People With Injuries and People With Joint Concerns are one Injury and joint concerns row; UGC Overlay and UGC Selfie are one UGC overlay row; Listicle and Reasons Why are one Listicle / reasons why row. Merged rows sum spend, purchases and revenue from their components and recompute every rate from those totals, never by averaging the component rates. Each creative is assigned its single primary tag per attribute, so every table adds to exactly 100% of Meta spend.
The two best-funded named audiences out-return Broad by a wide margin. Broad took $2,869.83 at 1.89x on 35 purchases, while Women Over 50 ran $604.96 at 3.96x on 11 and Cardio Enthusiasts $560.22 at 3.31x on 9. Both of those rest on single-digit-to-low-double-digit orders, so treat them as signals worth more briefs rather than settled facts.
Build Muscle & Physique is the message doing the most with the least. $649.43 at 4.00x on 14 purchases, against Weight Loss & Fat Burn at 1.16x on $1,590.35 and 11 purchases. Convenience & Portability is the one to re-cut rather than retire: it is 12.2% of spend at 0.73x on 5 purchases, and it was already flagged in the October model as the account's largest under-performing angle.
If-Then is the best-returning funded hook tactic and Contrast is the most expensive one. If-Then ran $271.27 at 4.55x on 7 purchases with oCTR at 2.29%; Contrast took $1,858.10, the largest hook block on the account, at 1.21x on 15 purchases with oCTR at 2.04%. Contrast is buying the click and losing the click: the openings are landing, the promise underneath is not.
Winning combinations, spend-weighted
| Audience | Message | Format | Creatives | Spend | Purchases | ROAS |
|---|---|---|---|---|---|---|
| Women Over 50 | Bone Health | UGC video | 3 | $220.38 | 4 | 5.15x |
| Broad | Transformation & Results | UGC video | 5 | $385.50 | 10 | 4.85x |
| Cardio Enthusiasts | Full Body Workout | UGC video | 3 | $451.17 | 8 | 3.70x |
| Women Over 50 | Build Muscle & Physique | UGC video | 4 | $170.34 | 3 | 3.14x |
| Broad | No angle tagged | UGC video | 2 | $635.11 | 10 | 2.71x |
| Fitness Skeptics | Transformation & Results | Hybrid | 1 | $314.14 | 6 | 2.60x |
| Women Over 50 | Calorie Burn | UGC video | 1 | $196.74 | 3 | 2.46x |
| People With Injuries | Transformation & Results | UGC video | 1 | $274.25 | 5 | 2.27x |
| Home Exercisers | Build Muscle & Physique | UGC video | 2 | $160.36 | 1 | 1.43x |
| Beginners | Weight Loss & Fat Burn | UGC video | 1 | $1,564.27 | 11 | 1.18x |
Only combinations carrying at least $150 of spend in the week are listed, ranked by return. Combinations below that are shown in the attribute tables above rather than here, because a three-way split on under $150 cannot carry a read.
What we said in the Labor Day read, re-tested on this week's data
| Claim carried forward | This week | Still holds? |
|---|---|---|
| Evergreen carried the sale at 3.27x on 67% of sale-window spend, and went from 2.39x to 3.27x simply because the offer was on site | Evergreen is 93.5% of Meta spend at 2.15x on 102 purchases with no offer on site | Holds The offer, not the creative, was worth roughly a point of ROAS. Evergreen is doing the same job at the no-offer level. |
| Whitelisting creator lines lifted most | Whitelisting $4,330.52 at 1.70x on 44 purchases; internal $4,328.03 at 2.48x on 62 | Does not hold Internal has out-returned whitelisting in both offer-free weeks, 3.73x against 2.89x last week. The Labor Day lift looks offer-specific. Worth monitoring rather than changing the split. |
| Transformation & Results ran 3.36x against Price Promotion at 1.84x | Transformation & Results $1,608.18 at 2.45x on 26 purchases; Price Promotion $19.32, no purchases | Cannot be re-run Price Promotion is effectively out of market with the offer off, so the head-to-head has no second side. Transformation stays the largest funded angle and is above the 2.09x account rate. |
| Only one creative clears the winner bar | Two clear 10 purchases this week | Improved Earth & Owl 1 joined at 2.92x on 10 purchases and the better CAC of the two. |
Ten creatives hold 58% of Meta spend and 53 of the week's 106 purchases
Ranked by spend, not by return. Every card carries seven metrics against the account rate, a week-over-week chip, the retention curve against the account, and the full ad name and primary text. Where primary text is quoted it is the live text on the ad; where there is none, the hook is described from Motion tags rather than invented.
| Spend | $1,564.27 | 18.1% of Meta week +25.7% |
|---|---|---|
| ROAS | 1.18x | account 2.09x −33.2% |
| CAC | $142.21 | account $81.68 +2.8% |
| Outbound CTR | 2.14% | account 1.97% −3.6% |
| AOV | $167.42 | account $170.72 −31.3% |
| Conversion rate | 2.06% | account 2.89% −17.5% |
| Purchases | 11 | 535 landing page views +22.2% |
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 26.2 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 5.13% | 16.08% | −68.1% | 3-second view → 25% |
| 50% watched | 2.23% | 9.98% | −77.7% | 25% → 50% |
| 75% watched | 1.10% | 7.34% | −85.0% | 50% → 75% |
| 95% watched | 0.68% | 5.63% | −87.9% | 75% → 95% |
| 100% watched | 0.65% | 5.28% | −87.7% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. A 108-second creator testimonial cut for the Jump Ropes collection page, built as a before and after around a 100-day weight-loss story.
- It is the most-funded creative on the account and still brings volume: 11 purchases, the joint-highest count in the week.
- Retention is the problem, not the click: outbound CTR is above the account rate while only a small share of 3-second viewers reach the halfway mark of a 108-second cut.
- Weight Loss & Fat Burn is the angle it sits in, which is the weakest funded angle on the account this week.
Full ad name and copy
Ad name: 08/24/2026_WHITELISTING_ Jimschallenge_Jump Ropes LP
Ad IDs carrying it: 3
Primary text: I lost 20 lbs. over the last 100 days because I finally found a form of cardio I could stick with. I'd tried jump rope many times before, but I always quit because it was too frustrating. This time was different. Crossrope's weighted rope made it much easier to learn, the app taught me proper technique, and before long I was actually looking forward to my workouts. #Crossrope #JumpRope #Transformation #WeightLoss #FitnessJourney
| Spend | $599.10 | 6.9% of Meta week +208.2% |
|---|---|---|
| ROAS | 1.08x | account 2.09x −76.8% |
| CAC | $149.78 | account $81.68 +285.2% |
| Outbound CTR | 1.86% | account 1.97% +15.2% |
| AOV | $162.43 | account $170.72 −10.7% |
| Conversion rate | 2.13% | account 2.89% −70.2% |
| Purchases | 4 | 188 landing page views −20.0% |
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 19.5 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 10.44% | 16.08% | −35.1% | 3-second view → 25% |
| 50% watched | 5.86% | 9.98% | −41.3% | 25% → 50% |
| 75% watched | 3.45% | 7.34% | −53.0% | 50% → 75% |
| 95% watched | 2.48% | 5.63% | −55.9% | 75% → 95% |
| 100% watched | 2.24% | 5.28% | −57.4% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. A 71-second ropeless explainer aimed at who the Jump Rope Dudes ropeless set is for, running as a talking-head.
- Spend tripled week over week while purchases stayed in single figures, so the ROAS move is mostly a denominator move.
- Convenience & Portability is the account's largest under-performing angle and this is the biggest creative inside it.
- The cut is long for a FOMO opening; the promise lands late.
Full ad name and copy
Ad name: 05/18/2026_CR_JRD-Ropeless-Who They're For_CR_JRD-Ropeless-Who They're For – Copy 3
Ad IDs carrying it: 4
Primary text: Meta returns no primary text for this ad; the hook above is described from Motion tags, not quoted.
| Spend | $588.59 | 6.8% of Meta week −2.7% |
|---|---|---|
| ROAS | 2.92x | account 2.09x +20.3% |
| CAC | $58.86 | account $81.68 +16.8% |
| Outbound CTR | 2.19% | account 1.97% −4.3% |
| AOV | $172.00 | account $170.72 +40.5% |
| Conversion rate | 2.79% | account 2.89% −15.0% |
| Purchases | 10 | 358 landing page views −16.7% |
Video retention against the account
Largest fall is from 25% to 50% watched, 7.8 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 22.91% | 16.08% | +42.5% | 3-second view → 25% |
| 50% watched | 15.08% | 9.98% | +51.2% | 25% → 50% |
| 75% watched | 11.93% | 7.34% | +62.7% | 50% → 75% |
| 95% watched | 10.22% | 5.63% | +81.6% | 75% → 95% |
| 100% watched | 9.56% | 5.28% | +81.1% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. A 19-second creator demo of swapping ropeless attachments, shot casually and cut tight.
- Best CAC of the two funded winners at well under the account rate, on 10 purchases.
- Retention is exceptional for the account: a large majority of 3-second viewers reach 25% and most of those finish.
- It is short, which is doing most of the work.
Full ad name and copy
Ad name: 07/29/2026_Whitelisting Earth & Owl 1_Jump Ropes LP – Copy - Copy
Ad IDs carrying it: 13
Primary text: Proof that changing your ropeless jump rope attachments is easier than folding in the cheese 🧀😂 Which weight are you using most often? 💪#jumpropeworkout #ropelessjumprope #crossrope #rebounderworkout #minitrampolineworkout
| Spend | $450.59 | 5.2% of Meta week −40.7% |
|---|---|---|
| ROAS | 3.71x | account 2.09x +27.1% |
| CAC | $56.32 | account $81.68 +18.6% |
| Outbound CTR | 1.96% | account 1.97% +10.8% |
| AOV | $208.71 | account $170.72 +50.8% |
| Conversion rate | 4.91% | account 2.89% −33.7% |
| Purchases | 8 | 163 landing page views −50.0% |
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 14.3 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 18.22% | 16.08% | +13.3% | 3-second view → 25% |
| 50% watched | 9.04% | 9.98% | −9.4% | 25% → 50% |
| 75% watched | 6.28% | 7.34% | −14.5% | 50% → 75% |
| 95% watched | 4.49% | 5.63% | −20.2% | 75% → 95% |
| 100% watched | 4.13% | 5.28% | −21.7% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. A 28-second expert explainer for the AMP Vibe ropeless limited edition, cut as a UGC mashup.
- The best ROAS in the top ten on real volume: 8 purchases and the highest AOV in the set.
- It is the only Promo-tagged creative in the top ten, so the always-on offer is doing visible work.
- Cardio Enthusiasts is its audience and that lane returns above the account rate.
Full ad name and copy
Ad name: 07/08/2026_CR_AMP Vibe Ropeless_Jump Ropes CP – Copy
Ad IDs carrying it: 7
Primary text: Limited edition. New colorways. The workout hasn't changed — full body cardio in whatever space you have, no rope required.
| Spend | $398.58 | 4.6% of Meta week +555.7% |
|---|---|---|
| ROAS | 1.14x | account 2.09x −75.5% |
| CAC | $132.86 | account $81.68 +337.1% |
| Outbound CTR | 2.51% | account 1.97% −14.0% |
| AOV | $152.03 | account $170.72 +7.2% |
| Conversion rate | 1.04% | account 2.89% −83.3% |
| Purchases | 3 | 288 landing page views +50.0% |
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 12.2 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 25.84% | 16.08% | +60.7% | 3-second view → 25% |
| 50% watched | 17.70% | 9.98% | +77.4% | 25% → 50% |
| 75% watched | 15.10% | 7.34% | +105.8% | 50% → 75% |
| 95% watched | 10.71% | 5.63% | +90.3% | 75% → 95% |
| 100% watched | 9.88% | 5.28% | +87.3% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. A 40-second success-story transformation told by a customer, Classic set, in the Success Stories series.
- Spend rose sharply week over week off a small base; 3 purchases is not enough to call it either way yet.
- Retention holds unusually well past 50%, so the people who stay are engaged.
- Busy Parents is its audience and the weakest-returning named lane this week.
Full ad name and copy
Ad name: Video | Joseph G Transformation | Classic | Success Stories - Copy 2 – Copy 2
Ad IDs carrying it: 3
Primary text: Meta returns no primary text for this ad; the hook above is described from Motion tags, not quoted.
| Spend | $314.14 | 3.6% of Meta week +1234.5% |
|---|---|---|
| ROAS | 2.60x | account 2.09x new |
| CAC | $52.36 | account $81.68 new |
| Outbound CTR | 1.36% | account 1.97% −7.8% |
| AOV | $136.09 | account $170.72 new |
| Conversion rate | 3.17% | account 2.89% new |
| Purchases | 6 | 189 landing page views new |
Video retention against the account
Largest fall is from 25% to 50% watched, 0.8 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 2.16% | 16.08% | −86.6% | 3-second view → 25% |
| 50% watched | 1.38% | 9.98% | −86.2% | 25% → 50% |
| 75% watched | 1.18% | 7.34% | −83.9% | 50% → 75% |
| 95% watched | 1.05% | 5.63% | −81.4% | 75% → 95% |
| 100% watched | 1.03% | 5.28% | −80.5% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. A 12-second hybrid transformation cut, static frames into motion, from the June 2025 library.
- CAC below the account rate on 6 purchases, from a creative over a year old.
- The shortest cut in the top ten and the cheapest conversions in it.
- Its thumbstop is low, so it is converting the few people it holds rather than holding many.
Full ad name and copy
Ad name: Video | Kathy Airball | 06-2025 – Copy 2
Ad IDs carrying it: 3
Primary text: Meta returns no primary text for this ad; the hook above is described from Motion tags, not quoted.
| Spend | $299.84 | 3.5% of Meta week −38.0% |
|---|---|---|
| ROAS | 0.41x | account 2.09x −88.1% |
| CAC | $299.84 | account $81.68 +520.2% |
| Outbound CTR | 2.67% | account 1.97% +29.2% |
| AOV | $122.60 | account $170.72 −26.0% |
| Conversion rate | 0.46% | account 2.89% −88.0% |
| Purchases | 1 | 219 landing page views −90.0% |
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 8.8 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 14.04% | 16.08% | −12.7% | 3-second view → 25% |
| 50% watched | 8.35% | 9.98% | −16.3% | 25% → 50% |
| 75% watched | 6.88% | 7.34% | −6.3% | 50% → 75% |
| 95% watched | 6.11% | 5.63% | +8.7% | 75% → 95% |
| 100% watched | 5.88% | 5.28% | +11.4% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. A 22-second creator demo teaching the one-bounce-one-rotation ropeless tip.
- Spend fell week over week and it returned one purchase, so this week is a thin read on a creative that has worked before.
- Retention is strong; the drop is at the conversion step, not the watch step.
- Ease & Accessibility is a low-returning angle for the account right now.
Full ad name and copy
Ad name: 07/29/2026_Whitelisting Earth & Owl 2_Jump Ropes LP
Ad IDs carrying it: 10
Primary text: Ropeless jump rope tip! One bounce = one rotation ✅ #jumpropeworkout #crossrope #crossropejumpropes #rebounderworkout #minitrampolineworkout
| Spend | $274.25 | 3.2% of Meta week −34.2% |
|---|---|---|
| ROAS | 2.27x | account 2.09x −3.3% |
| CAC | $54.85 | account $81.68 −60.5% |
| Outbound CTR | 2.86% | account 1.97% +25.6% |
| AOV | $124.63 | account $170.72 −61.8% |
| Conversion rate | 3.36% | account 2.89% +103.6% |
| Purchases | 5 | 149 landing page views +66.7% |
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 18.0 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 7.29% | 16.08% | −54.7% | 3-second view → 25% |
| 50% watched | 3.75% | 9.98% | −62.4% | 25% → 50% |
| 75% watched | 0.86% | 7.34% | −88.3% | 50% → 75% |
| 95% watched | 0.54% | 5.63% | −90.4% | 75% → 95% |
| 100% watched | 0.49% | 5.28% | −90.6% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. A 73-second creator mashup answering why people choose ropeless, with a channel member interview.
- Highest outbound CTR in the top ten and a CAC below the account rate on 5 purchases.
- Retention falls away hard after 25%, which is what a 73-second cut does.
- People With Injuries is its audience, a lane with real headroom on this account.
Full ad name and copy
Ad name: 07/16/2026_Whitelisting_@earthandowl_Nikki/Earth and Owl Whitelisting_Jump Ropes CP - Copy
Ad IDs carrying it: 10
Primary text: There are several reasons why people enjoy using a ropeless jump rope including better coordination, a little extra upper body work, and no worry about tripping over a rope. But here’s what Earth & Owl channel member, Dianne, has to say about it #jumprope #jumpropeworkout #crossrope #crossropejumpropes #rebounderworkout
| Spend | $271.10 | 3.1% of Meta week new |
|---|---|---|
| ROAS | 2.16x | account 2.09x new |
| CAC | $67.77 | account $81.68 new |
| Outbound CTR | 1.74% | account 1.97% new |
| AOV | $146.44 | account $170.72 new |
| Conversion rate | 10.00% | account 2.89% new |
| Purchases | 4 | 40 landing page views new |
Video retention against the account
Largest fall is from 25% to 50% watched, 7.7 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 20.67% | 16.08% | +28.5% | 3-second view → 25% |
| 50% watched | 12.99% | 9.98% | +30.2% | 25% → 50% |
| 75% watched | 9.38% | 7.34% | +27.8% | 50% → 75% |
| 95% watched | 7.98% | 5.63% | +41.9% | 75% → 95% |
| 100% watched | 7.70% | 5.28% | +46.0% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. An 18-second ASMR unboxing of the new ropeless colourway, made this week.
- Best new creative of the week: 4 purchases in its first days and the highest conversion rate in the top ten.
- It is the only ASMR-tagged creative in the library and it beat the account rate on its first run.
- The read rests on 4 orders, so it is a signal worth funding, not a settled result.
Full ad name and copy
Ad name: 09/14/2026_Crossrope ASMR Unboxing - Hook 2_Video_Jump Ropes LP
Ad IDs carrying it: 2
Primary text: NEW Colour drop with the Ropeless AMP Vibe! 😍 Burn 100cal in just 10min at home, no gym or bulky equipment required. Weighted attachments = cardio + toned arms. And the best part? These connect to your Crossrope app so you can choose from a library of workouts and track your stats.
| Spend | $263.96 | 3.0% of Meta week new |
|---|---|---|
| ROAS | 0.48x | account 2.09x new |
| CAC | $263.96 | account $81.68 new |
| Outbound CTR | 1.88% | account 1.97% new |
| AOV | $127.55 | account $170.72 new |
| Conversion rate | 1.00% | account 2.89% new |
| Purchases | 1 | 100 landing page views new |
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 21.8 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 14.69% | 16.08% | −8.6% | 3-second view → 25% |
| 50% watched | 10.33% | 9.98% | +3.5% | 25% → 50% |
| 75% watched | 7.67% | 7.34% | +4.6% | 50% → 75% |
| 95% watched | 2.38% | 5.63% | −57.7% | 75% → 95% |
| 100% watched | 1.82% | 5.28% | −65.5% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
What it is. A 39-second creator demo running to the jump ropes collection, from the mid-September whitelisting batch.
- First week in market on 1 purchase, so this is a read on delivery rather than performance.
- It carries a stale naming label from another brief template, which will mis-group it in reporting.
- Its destination is correct: the jump ropes collection page.
Full ad name and copy
Ad name: 09/15/2026_WHITELISTING_ brendenruhl _Dental Chews PDP
Ad IDs carrying it: 3
Primary text: Meta returns no primary text for this ad; the hook above is described from Motion tags, not quoted.
Nine moves, none of which need new budget
The team's next steps on the account itself. Anything with a named owner and a date sits in tab 9 instead, so nothing here repeats there.
- Hold both consolidated evergreen campaigns at their current budget. Between them they took $5,842.95 and returned 88 of the week's 106 Meta purchases.
- Leave the whitelisting and internal split alone for one more week. Internal has out-returned whitelisting in both offer-free weeks, but two weeks without an offer is not a structural finding.
- Read the week's return as a page-to-cart question rather than an auction one. CPM actually fell from $39.43 to $36.92 while page to cart went from 45.5% to 26.4%.
- Keep Google Brand exactly where it is at $465.90 and 8.40x. It is doing its job and there is nothing to change.
- Do not read the Aug 24 to 30 cohort as fatigue yet. It is 21.6% of Meta spend at 1.11x, and almost all of it is one long whitelisting cut whose watch time, not whose idea, is the problem.
- Judge new creatives on a full seven days in market, not on the part-week they launch into. Ten of last week's 38 went live on Sep 17 or later.
- Price Promotion now has a result: the Sep 22 to 24 offer returned 2.80x on the ad set but left store revenue 0.9% below the prior Mon to Wed. Treat the angle as proven at ad level and unproven at store level.
- If the offer runs again, send it to a promo landing page and drop the 15% off. All four promo statics pointed at the homepage, and the store already discounts near 16% on an ordinary day, so free shipping alone is the cheaper and clearer give.
- Volume is not the constraint this month. September's output already clears October's floor; depth per idea is the thing that would change next week's numbers.
Last week's calls, marked
These are the six calls from the Sep 2 to 8 edition, the last Crossrope weekly published. That edition went out three weeks ago and Sep 9 to 13 was never reported, so these are scored against three weeks of data, not one.
Labor Day and Sale Ending both stopped spending after Sep 8. Meta spend fell 22.8% week over week while MER moved only from 7.79x to 7.37x.
Whitelisting is exactly half of Meta spend at 1.70x, against internal at 2.48x on the same money. The call was executed; the evidence behind it was offer-window evidence and has not repeated.
Transformation & Results is the largest funded angle at $1,608.18 and 2.45x, above the 2.09x account rate. Price Promotion is out of market with the offer off, so there is no second side to test against.
The AMP Vibe ropeless re-cut is the best-returning creative in the top ten at 3.71x on 8 purchases. Brooke 4RW is still running as duplicates rather than as a new cut.
The pool is still there at 862 carts this week. Nothing in the 38 launches is a closing or objection-handling cut; the week's build was top of funnel.
PMax US spend came down from $1,651.32 to $1,006.42 on its own and reported 5.8 conversions against 8.3. The monitor happened; the feed pass has not.
Eleven assigned items, and October's first batch at a floor of 120
Every item here has an owner, a date and the one number it is meant to move. Nothing on this tab repeats tab 8.
| Action | Owner | Due | The number it moves |
|---|---|---|---|
| Cut the Jimschallenge whitelisting line to about 35 seconds, same proof and same ending | Brooke | Tue 30 Sep | Meta ROAS on the 18% of spend that creative carries |
| Build two more ASMR openings on the existing unboxing body, no new shoot | Natassya | Fri 2 Oct | New-cohort ROAS, currently 1.72x |
| Brief three more 15 to 20 second attachment-swap demos in the Earth & Owl 1 shape | Brooke | Mon 5 Oct | Meta CAC, currently $81.68 against $58.86 on that line |
| Re-cut Convenience & Portability with the promise in the first three seconds | Natassya | Wed 7 Oct | 12.2% of Meta spend currently returning 0.73x |
| Rename the mid-September whitelisting batch to the Crossrope convention | Srdjan | Sat 26 Sep | Reporting accuracy on $340 of live spend |
| Add audience and angle tags at brief time rather than after launch | Joanie | Tue 30 Sep | The 26% of tagged September launches sitting in Broad |
| Set and enforce a $25 first-week spend floor per new creative | Max | Mon 29 Sep | Readability of the vintage cohort, 24 of 38 launches under $10 |
| Build October batch one so week one carries the largest block of go-lives | Serge | Thu 1 Oct | Front-load, 12% in week one in September against 51.9% planned |
| Run the feed and asset-group pass on PMax US and NB Shopping Main Sets | Dave | Fri 2 Oct | Non-Brand Google ROAS, currently 0.97x on $2,502 |
| Brief one closing or objection-handling creative for the unconverted cart pool | Brooke | Fri 9 Oct | 862 unconverted Meta carts a week |
| Lock the 16-asset Black Friday kit brief so it is built inside October | Max | Fri 9 Oct | Nov 20 kit readiness |
October's first batch
| Line | October | Detail |
|---|---|---|
| Clusters | 21 | across the eight persona groups, one idea and one shoot each |
| Assets | 120 | 82 evergreen, 38 moments |
| Ad IDs | about 170 | 120 assets at the 1.42x consolidated duplication factor |
| Live in October | 104 | plus a 16-asset Black Friday kit built in October for the Nov 20 window |
| Internal build | 100 assets | across 17 clusters |
| Insense build | 20 assets | across 4 clusters |
| Front-load, 14 days | 78.8% | against the 65% house rule |
| Front-load, week one | 51.9% | the largest single block of the month |
| Format mix | 59 static | 41 UGC video, 8 brand video, 9 carousel, 3 GIF |
Persona groups, in Crossrope's own language: Coordination-Anxious Starters, Private Fitness Restarters, Schedule Fragmenters and Caregivers, Former Runners Still Athletes, Intensity Snobs and System Skeptics, Rebuilders, Skill Collectors and Streak Chasers, October Moment Shoppers.
How to hit 120 without making 120 things
One cluster is one idea, one shoot
A cluster and a concept are the same object and we use one word for it. 120 assets is 21 clusters built out, not 120 separate ideas. On a team of three that is about six clusters and 33 assets each. September already proved the rate is reachable: 91 creatives in 20 days is a 136-a-month pace.
Base concepts inside a cluster
One idea makes five or six assets. Hold the format constant and change the two big things: the copywriting headline and the imagery. A variation only counts if the promise changes. Five ways of saying one sentence is one ad, and Meta will treat it as one ad.
The 3 Hooks Theory, worked on a real Crossrope video
A hook is not a trick. It is four layers running at once in the first ten seconds, and each one is a variable you can test on its own: visual (subject, setting, framing), movement (camera, subject, cuts, pace), on-screen headline text (the promise, readable with sound off) and auditory messaging (the spoken line, sound design, music). You build three openings by varying those four layers and you leave the body of the cut untouched, so one finished video becomes three ads with the proof, offer and call to action identical. The expensive part of a video is everything after the hook.
| Spend | $1,564.27 | 18.1% of Meta week +25.7% |
|---|---|---|
| ROAS | 1.18x | account 2.09x −33.2% |
| CAC | $142.21 | account $81.68 +2.8% |
| Outbound CTR | 2.14% | account 1.97% −3.6% |
| AOV | $167.42 | account $170.72 −31.3% |
| Conversion rate | 2.06% | account 2.89% −17.5% |
| Purchases | 11 | 535 landing page views +22.2% |
Video retention against the account
Largest fall is from the 3-second view to 25% watched, 26.2 points of impressions.
| Milestone | This creative | Account | Change | Step |
|---|---|---|---|---|
| 25% watched | 5.13% | 16.08% | −68.1% | 3-second view → 25% |
| 50% watched | 2.23% | 9.98% | −77.7% | 25% → 50% |
| 75% watched | 1.10% | 7.34% | −85.0% | 50% → 75% |
| 95% watched | 0.68% | 5.63% | −87.9% | 75% → 95% |
| 100% watched | 0.65% | 5.28% | −87.7% | 95% → 100% |
Shares are of impressions. Account benchmark is every delivering video creative in the week, $8,659 of Meta spend. Source: Motion creative data, Meta only
| Layer | What it does today | Opening A | Opening B |
|---|---|---|---|
| Visual | Split before and after of the creator, indoors, mid-shot, phone held | Hands only, the rope being assembled on a kitchen counter | Unchanged: the same before and after frame |
| Movement | Static frame, one cut into the creator talking to camera | Slow push in on the hands, no cut in the first ten seconds | Unchanged: static frame, one cut |
| On-screen headline text | The 100-day weight number, static, upper third | Unchanged: the same 100-day number | The objection instead of the result: three failed attempts at jump rope |
| Auditory messaging | The creator saying she lost the weight in 100 days, no music bed | Unchanged: the same spoken line | Why it stuck this time, over a low bed |
Opening A changes visual and movement and holds the text and the line. Opening B changes the text and the line and holds the visual and the movement. Both keep everything from the twelve-second mark onward exactly as it is. That is three ads out of one shoot, and it is why 21 clusters can produce 120 assets.
Why this creative: it carries $1,564.27, more Meta spend than any other, its outbound CTR is 2.14% against the 1.97% account rate, and only 2.2% of impressions reach the halfway mark of a 108-second cut. The click is working. The opening is not holding the people it wins.
The frame we are working in
120 is a rate to hold, not a peak to chase. If a month lands under it that is fine; the point is to get closer each month, and September's 137-a-month pace says the rate is already there. Everything in the October model is built to reduce the number of separate things anyone has to invent: fewer clusters, more assets per cluster, and three openings cut from one body. Where the model asks for more than October can carry, that is headroom still available, not a target missed.