The 12 columns
Every row is one ad creative. Sort by ROAS to find your hero. Sort by fatigue date to know what to refresh next.
| Col | Field | Why it matters |
| 1 | Ad name | Naming convention: brand_angle_creator_v1 |
| 2 | Launch date | Anchor for age + fatigue calc |
| 3 | Creator | Who made it (in-house, UGC, AI). Track creator ROAS over time |
| 4 | Angle | Pain, social proof, founder, demo, curiosity |
Preview ends here
The next 8 columns + the worked example + the rollup formulas are gated below. Drop your email to see the rest.
Unlock the full template
Email gets you the 8 remaining columns, a worked-example row, and the Sheets formula to auto-calc fatigue date.
The remaining 8 columns
| Col | Field | Why it matters |
|---|
| 5 | Hook (first 3 sec) | The opening that earns the rest of the watch |
| 6 | Total spend | To weight ROAS by significance |
| 7 | CTR | Below 1% = scroll problem; above 1.5% = working |
| 8 | CPM | Auction signal; rising CPM = creative weakening |
| 9 | Frequency | Above 3.5 = audience burnout |
| 10 | ROAS | The number that pays the rent |
| 11 | Fatigue date | Date when CTR dropped > 30% from launch baseline |
| 12 | Learning (1 sentence) | What you'd do differently next time |
Worked example
This is the actual row from a hair-care brand we audited:
| Field | Value |
|---|
| Ad name | oribe_demo_inhouse_v3 |
| Launch date | 2026-04-01 |
| Creator | In-house, founder POV |
| Angle | Demo (before/after) |
| Hook | "My hair fell out twice. Then this changed." |
| Spend | $8,200 |
| CTR | 1.8% → 1.1% by week 3 |
| CPM | $22 → $34 |
| Frequency | 2.1 → 3.8 |
| ROAS | 3.2 → 1.9 |
| Fatigue date | 2026-04-22 |
| Learning | Founder hooks work; refresh visual every 21 days, keep voice |
Sheets formula for auto-fatigue
Paste this in column 11 to auto-detect fatigue:
=IF(G2 < G$baseline * 0.7, TODAY(), "ON_TRACK")
Where G2 is current CTR, G$baseline is the week-1 baseline.
The rollup view
Pivot by Angle, sum ROAS. After 3 months you'll see which angle pays. Pivot by Creator, same — that's your hiring/contracting signal.