Hook Rate and Hold Rate: a Sheets calculator for paid-social creative
A Google Sheets template that turns a Meta Ads Manager export into hook rate, hold rate and cost per ThruPlay, so creative decisions rest on retention, not gut feel.
The Social Desk
Paid Social
Meta and paid-social working papers: signal debugging, naming governance and creative-testing structure that survives contact with a real account.
Creative-testing log: the column set that keeps a test honest
The exact columns for a paid-social testing sheet, plus the three decision rules that stop a test being read too early, judged on the wrong number, or forgotten before it teaches you anything.
Starter · 15 minutes
Meta Conversions API Gateway via Stape: a practitioner's setup guide
A step-by-step walkthrough of implementing Meta's Conversions API Gateway through Stape, aimed at lifting Event Match Quality without hand-rolling a server.
Operator · 45 minutes · via Jon Loomer
Meta Ad Library: every live Facebook and Instagram ad, free to search
Meta's official public database of every active ad on Facebook, Instagram and Messenger, searchable by advertiser, keyword and country with no login, the baseline paid-social spy tool.
Starter · 5 minutes · via Meta Platforms
Meta Business SDK for Python: the official way to pull your own ads data
Meta's official Python SDK for the Marketing, Conversions and Pages APIs, the first-party way to pull ads data for custom reporting without a third-party wrapper that breaks on API changes.
Advanced · 30 minutes · via Meta Platforms
Meta's Conversions API best practices: the reference every CAPI guide cites
Meta's own documentation on implementing the Conversions API correctly and improving Event Match Quality, the baseline every third-party CAPI tutorial is checked against.
Operator · 30 minutes · via Meta
Meta signal health checklist: what to check before you blame the algorithm
A working checklist for Meta pixel and Conversions API signal quality, covering event match quality, deduplication, advanced matching and the consent-mode interaction that quietly zeroes your EU signal.
Operator · 30 minutes
TikTok Creative Center Top Ads: what is actually winning right now
TikTok's official gallery of high-performing auction ads pulled from real campaigns, filterable by industry, region, objective and format, free to browse with no ads account.
Starter · 5 minutes · via TikTok (ByteDance)
UTM governance pack: one naming convention and the formulas that enforce it
A naming convention for paid-social UTMs plus a few Google Sheets validation formulas that flag a broken tag before it ships, so your reporting stops splitting one campaign across nine spellings.
Starter · 20 minutes
The Tuesday Briefing
One editor-curated email. The updates that matter, the noise filtered out.
Free. Occasionally includes sponsored messages from our partners. Unsubscribe anytime.