I was talking to one of my artist homies about his ads recently and we got into a conversation about how to actually tell if an ad is working. He was looking at his CPC, CTR, all the normal ad metrics. And I was basically like... That's only half the story. What are people doing AFTER they click? Because you can have a 10 cent CPC and still be running a bad campaign. The way I usually look at it is by comparing your CPC on the ad with your CTR on your smart link. Those two numbers together can tell you a lot. Low CPC + High Smart Link CTR = Good content, good song The content got their attention cheaply AND once they got to the smart link, they still wanted to hear the song. That's what we're looking for. High CPC + Low Smart Link CTR = Bad content, bad song It's expensive to get people interested enough to click, and the people who do aren't continuing to a DSP. There can obviously be other factors, but usually we're going back to the drawing board here lol. High CPC + High Smart Link CTR = Bad content, good song This is actually an interesting one. The content isn't doing a great job getting people's attention, but the people who DO make it to the smart link are interested in hearing more. I might not need a different song. I might just need better content around it. Low CPC + Low Smart Link CTR = Good content, bad song And THIS is the one I think fools artists the most. Because you open Ads Manager and see cheap ass clicks and think you're cooking 😂 But then nobody is clicking through to actually listen. Maybe the video is funny. Maybe there's an attractive person in it. Maybe something about the content is interesting enough to make people curious. But whatever got them to click isn't translating into interest in the actual song. That's why I don't judge campaigns off CPC alone. For smart link CTR, I'm generally looking at: 20% = Okay 30% = Ideal 40% = Great 50%+ = Amazing And even if those numbers look good, I'm still not done.

Hi everybody, My name is Alpha, I’m a new member . I have a question about the campaign. During the testing phase, what would you consider the minimum ad spend and CTR needed before deciding whether a piece of content is worth moving to the conversion phase? For example, how do you know when you have two “losers” and it’s time to change the content or test a different audience? Thank you!