Capability template for advertising and lead generation
Creative test evidence review
When a batch of ad creative is ready for review, the creative strategist and media lead get an evidence table by creative, angle, format and hook, with tentative learning and next-test options. No winner or loser is named, and thin evidence is held back.
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The outcome
The creative review stops being a debate over whichever chart was on screen. The strategist and the media lead sit down with one page that lists every creative in the batch by its ID, angle, format and hook, with its spend, impressions, clicks, conversions and cost per conversion. Beside the table sit the conversion definitions in use and the campaign change log, so everyone can see what each number means and what changed while the batch ran.
Each creative is marked readable or held back, and every held-back creative says why: too few conversions or impressions, an offer that differed from the rest of the batch, an edit to the creative itself, or conversions nobody has confirmed. Only readable creatives feed the roll-ups by angle, format and hook and the tentative learning. The page ends with several next-test options and the questions that could change the reading. The strategist and media lead choose what to test next.
Who starts the work, and when
A creative strategist or a media analyst starts it when a batch of creative has finished its run and the team has set a time to talk about what to make and test next. The creative strategist and media lead read it before the meeting.
What they supply
- An export with one row per creative: ID, angle, format, hook, conversion event, run dates, spend, impressions, clicks and conversions.
- The conversion definitions: what each event counts, its window, and whether it has been confirmed against a second record.
- The campaign change log for the period: offers, prices, landing pages, audiences, budgets, tracking and edits to the creative itself.
- Optionally, your own minimums for impressions and conversions, and the size of gap worth discussing.
What comes out
One page in a fixed order: the conversion definitions and change log used, the evidence table, what is held back and why, roll-ups by angle, format and hook for the readable creatives, tentative learning, two to four next-test options, and questions for the strategist and media lead. Where a section is empty it says so. The page names no winner and no loser, and it changes nothing in any ad account.
An invented example
Illustrative example with invented data. Client A is an invented online seller of kitchenware, and Agency X is its invented agency. The batch is eight creatives for one pan range, reviewed by the agency's creative strategist and media lead. Nothing here describes a real account or a real result.
What the person supplies
Batch: October pan range. Export dated 20 October 2026. Settings: the defaults (30 conversions, 1,000 impressions, a gap threshold of 20 per cent of the lower cost).
Creative export (headers as in the template, one row per creative):
creative_id | angle | format | hook | conversion_event | start_date | end_date | spend | impressions | clicks | conversions
C-01 | Time saved | Video 15s | Question opener | Purchase | 2026-10-05 | 2026-10-18 | 1200.00 | 96000 | 1440 | 48
C-02 | Time saved | Static | Number in headline | Purchase | 2026-10-05 | 2026-10-18 | 900.00 | 81000 | 972 | 27
C-03 | Craftsmanship | Video 15s | Close-up first frame | Purchase | 2026-10-05 | 2026-10-18 | 1100.00 | 88000 | 1100 | 22
C-04 | Craftsmanship | Static | Customer quote | Purchase | 2026-10-05 | 2026-10-18 | 950.00 | 79000 | 790 | 31
C-05 | Gift giving | Carousel | Price in first card | Purchase | 2026-10-12 | 2026-10-18 | 700.00 | 52000 | 728 | 29
C-06 | Gift giving | Video 15s | Question opener | Purchase | 2026-10-05 | 2026-10-07 | 120.00 | 9500 | 95 | 2
C-07 | Time saved | Video 15s | Number in headline | Quiz completed | 2026-10-05 | 2026-10-18 | 800.00 | 70000 | 1050 | 64
C-08 | Craftsmanship | Static | Number in headline | Quiz completed | 2026-10-05 | 2026-10-18 | 750.00 | 66000 | 825 | 41
Conversion definitions:
conversion_event | meaning | window | confirmed | checked_against
Purchase | A paid order on the store | 7-day click | yes | Store order records, matched on 19 October
Quiz completed | A shopper finishes the product-finder quiz | 7-day click | no | (none)
Change log:
date | change_type | scope | description
2026-10-09 | tracking | C-07, C-08 | Quiz-completed tag added to the quiz page
2026-10-12 | offer | C-05, C-06 | 10% launch discount added to the two Gift giving creatives only
2026-10-14 | budget | C-01 | Daily budget raised from $60 to $120
What comes out
CREATIVE TEST EVIDENCE REVIEW: October pan range
For: Creative strategist and media lead. Batch ran 5 October 2026 to 18 October 2026; export as of 20 October 2026. 8 creatives, spend $6,520.00. Extra columns ignored: none.
Conversion definitions used:
- Purchase: a paid order on the store, 7-day click. Confirmed: yes, checked against store order records matched on 19 October.
- Quiz completed: a shopper finishes the product-finder quiz, 7-day click. Confirmed: no, no second record.
Change log for the period:
- 9 October, tracking, C-07 and C-08: quiz-completed tag added to the quiz page. Treatment: conversions unconfirmed: C-07, C-08.
- 12 October, offer, C-05 and C-06: 10% launch discount added to the two Gift giving creatives only. Treatment: held back: C-05. C-06 ended on 7 October, before the change.
- 14 October, budget, C-01: daily budget raised from $60 to $120. Treatment: noted only.
Evidence by creative, 8 creatives (cost per conversion is spend divided by conversions; creatives held back are left out of everything below this table):
ID | Angle | Format | Hook | Event | Ran | Spend | Impressions | Clicks | Conversions | Cost per conversion | Status
C-01 | Time saved | Video 15s | Question opener | Purchase | 5 Oct to 18 Oct | $1,200.00 | 96,000 | 1,440 | 48 | $25.00 | Readable
C-02 | Time saved | Static | Number in headline | Purchase | 5 Oct to 18 Oct | $900.00 | 81,000 | 972 | 27 | $33.33 | Held back
C-03 | Craftsmanship | Video 15s | Close-up first frame | Purchase | 5 Oct to 18 Oct | $1,100.00 | 88,000 | 1,100 | 22 | $50.00 | Held back
C-04 | Craftsmanship | Static | Customer quote | Purchase | 5 Oct to 18 Oct | $950.00 | 79,000 | 790 | 31 | $30.65 | Readable
C-05 | Gift giving | Carousel | Price in first card | Purchase | 12 Oct to 18 Oct | $700.00 | 52,000 | 728 | 29 | $24.14 | Held back
C-06 | Gift giving | Video 15s | Question opener | Purchase | 5 Oct to 7 Oct | $120.00 | 9,500 | 95 | 2 | $60.00 | Held back
C-07 | Time saved | Video 15s | Number in headline | Quiz completed | 5 Oct to 18 Oct | $800.00 | 70,000 | 1,050 | 64 | $12.50 | Held back
C-08 | Craftsmanship | Static | Number in headline | Quiz completed | 5 Oct to 18 Oct | $750.00 | 66,000 | 825 | 41 | $18.29 | Held back
Batch: spend $6,520.00 on 8 creatives. Purchase: 159 conversions on $4,970.00. Quiz completed: 105 conversions on $1,550.00. Events are never added together.
Held back from comparison:
- C-02: thin, 27 conversions against a minimum of 30. Needs: a re-run under the same conditions that reaches 30 confirmed conversions.
- C-03: thin, 22 conversions against a minimum of 30. Needs: a re-run under the same conditions that reaches 30 confirmed conversions.
- C-05: offer changed (ran only under the 10% discount that no other running creative had); thin, 29 conversions against a minimum of 30. Needs: a re-run with every creative under the same offer that reaches 30 confirmed conversions.
- C-06: thin, 2 conversions against a minimum of 30. Needs: a re-run under the same conditions that reaches 30 confirmed conversions.
- C-07: conversions unconfirmed (Quiz completed is not confirmed and its tag went live on 9 October). Needs: a re-run with the tag live for the whole run and the quiz completions matched to a second record.
- C-08: conversions unconfirmed (same reason as C-07). Needs: the same.
Readable creatives: 2 of 8, $2,150.00 of $6,520.00 spend (33.0%).
By angle (Purchase): Time saved: 1 creative (C-01), spend $1,200.00, 48 conversions, $25.00 per conversion. Craftsmanship: 1 creative (C-04), spend $950.00, 31 conversions, $30.65 per conversion. Gift giving: no readable creative (C-05, C-06 held back).
By format (Purchase): Video 15s: 1 creative (C-01), spend $1,200.00, 48 conversions, $25.00 per conversion. Static: 1 creative (C-04), spend $950.00, 31 conversions, $30.65 per conversion. Carousel: no readable creative (C-05 held back).
By hook (Purchase): Question opener: 1 creative (C-01), spend $1,200.00, 48 conversions, $25.00 per conversion. Customer quote: 1 creative (C-04), spend $950.00, 31 conversions, $30.65 per conversion. Number in headline: no readable creative (C-02 held back). Close-up first frame: no readable creative (C-03 held back). Price in first card: no readable creative (C-05 held back).
Quiz completed: no readable creative (C-07, C-08 held back). Nothing to roll up.
Clean pairs:
- None. The only two readable creatives with the same event, C-01 and C-04, differ in angle, format and hook.
Tentative learning:
- C-01 cost less per purchase than C-04 ($25.00 against $30.65). C-01's daily budget doubled on 14 October. C-01 and C-04 differ in angle, format and hook at once and are not a clean pair, so the difference cannot be put down to any one of them and no gap is given.
- Nothing can be said yet about Gift giving, the Carousel format, the Number in headline, Close-up first frame or Price in first card hooks, or the quiz-completion creatives, because every creative that carries them is held back.
Next-test options (options only, none chosen):
1. Does the Time saved angle cost less per purchase than Craftsmanship when everything else is the same? Vary: angle. Hold the same: Video 15s format, Question opener hook, dates, budget and offer. First: a Craftsmanship video with a question opener has to be made and run alongside C-01.
2. Does format matter for the Craftsmanship customer-quote creative? Vary: format (Video 15s against Static). Hold the same: Craftsmanship angle, Customer quote hook, Purchase event, dates, budget and offer. First: a Video 15s version of C-04 has to be made and run alongside it.
3. Can the Gift giving angle be read at all? Vary: none; this is a clean re-run. Hold the same: one offer across Gift giving and at least one other angle. First: a person decides whether the 10% launch discount applies to every creative or to none.
4. Can the quiz completions be trusted? Vary: none; this is a check. Hold the same: not applicable. First: someone matches the quiz completions to a second record. C-07 and C-08 already exceed the 30-conversion minimum, with 64 and 41, but their tag went live on 9 October, inside the run, so they could be readable only on a re-run with the tag live throughout and the completions matched to a second record.
Questions for you:
1. Did the 14 October budget increase on C-01 also change its audience or placements?
2. Is the 10% launch discount for Gift giving meant to continue? If it is, Gift giving can only be compared with creatives that carry it too.
3. Who can match the quiz completions to a second record, and by when?
Every figure was calculated from the export, conversion definitions and change log supplied, using simple division and addition on the rows given. No winner or loser is named, nothing has been changed in any ad account, and what to test next is yours to decide.
Where it fits
- Advertising and lead generation, where creative is tested against live spend and the next round has to be chosen.
- Marketing and content, where the team that makes the creative needs to know what the numbers can and cannot say.
- Analytics and reporting, for keeping conversion definitions and the change log beside the results.
- Marketing and advertising, where an agency reviews creative on behalf of several clients.
- E-commerce and retail, where product, offer and price change often during a test.
- Software and technology, where sign-up and trial conversions are hard to confirm.
- Growth & scaling, when many creatives are launched quickly and each batch needs an honest reading.
- Established businesses, when an in-house team inherits a long history of creative with no shared way to review it.
It does not test whether one result beats another by more than chance (see comparison claim check), and it does not report on creators (creator campaign performance report).
What has to change for your company
Set your own minimum conversions and impressions before a creative can be read, and the size of gap that is worth discussing. Decide which conversion events your team treats as confirmed and what they are checked against. Agree the list of angles, formats and hooks, so the same creative is tagged the same way every time. Decide what goes in the change log and who keeps it. Name the people who must read the page before a learning is repeated to a client.
What has been checked
Fully Powered AI wrote this capability template. It was editorially reviewed on 10 November 2026. It was tried once on its invented example in Claude on 10 November 2026, and the record is published with it. It has not yet been tested in a client environment, and it has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.
Testing in your environment means running it on a past batch whose story you already know: one with a thin creative, one that ran under a different offer, and one with conversions that were never confirmed. The media lead should recompute every figure in the table from the export before the page is relied on.
The full capability template
Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.
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