FEATURE
OLD
MULTILOOP™
01 CREATIVE LOOP
Image performance
💡
💡
Video performance
💡
💡
Creative concepts
👀
💡
Creative formats
👀
💡
Scroll-stopping ads
👀
💡
Click-through rates
💡
💡
Outbound click-through rates
💡
💡
Cost per useful click
🤔
💡
Video opening performance
💡
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Early video drop-off
💡
💡
Video watch time
💡
💡
Video completion
💡
💡
Short vs long videos
👀
💡
Creators & presentation styles
👀
💡
Product vs problem-led creative
👀
💡
Demos vs testimonials
👀
💡
Creative fatigue
👀
💡
Creative losing effectiveness
👀
💡
Post-click behaviour by creative
🤔
💡
Creative producing useful visitors
🤔
💡
Creative producing leads
🤔
💡
Creative producing checkouts
🤔
💡
Creative producing customers
🤔
💡
What creative to make next
🤔
💡
Direction for creative teams
👀
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02 COPY LOOP
Hooks
👀
💡
Headlines
👀
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Primary text
👀
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Calls to action
👀
💡
Short vs long copy
👀
💡
Wording with same creative
👀
💡
Problem-led messaging
👀
💡
Desire-led messaging
👀
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Outcome-led messaging
👀
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Benefit-led messaging
👀
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Product / feature messaging
👀
💡
Offers
👀
💡
Price messaging
👀
💡
Proof
👀
💡
Testimonials
👀
💡
Objection handling
👀
💡
Genuine urgency
👀
💡
Customer language
👀
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Messages getting attention
💡
💡
Messages generating clicks
💡
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Messages generating useful clicks
🤔
💡
Messages contributing to sales
🤔
💡
Winning language for future ads
👀
💡
Winning language for landing pages
👀
💡
03 AUDIENCE LOOP
Spend by location
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Performance by location
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Performance by age
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Performance by gender
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Audience segments
👀
💡
Broad vs specific targeting
👀
💡
Cold vs warm audiences
👀
💡
Prospecting vs retargeting
👀
💡
Lookalike audiences
👀
💡
Customer audiences
👀
💡
Exclusions
👀
💡
Audience overlap
👀
💡
Beyond Meta's first conversion
🤔
💡
Website behaviour by audience
🤔
💡
Lead quality by audience
🤔
💡
Checkout behaviour by audience
🤔
💡
Customers by audience
🤔
💡
Revenue by audience
🤔
💡
People worth paying to reach
🤔
💡
04 CLICK QUALITY LOOP
Clicks vs actual page visits
🤔
💡
Clicks that become useful visits
🤔
💡
CTR vs post-click behaviour
🤔
💡
CPC vs visitor quality
🤔
💡
Cheap but useless traffic
🤔
💡
Expensive but valuable traffic
🤔
💡
Ad-to-page message match
👀
💡
Click quality by location
🤔
💡
Click quality by age
🤔
💡
Click quality by gender
🤔
💡
Click quality by audience
🤔
💡
Click quality by creative
🤔
💡
Click quality by copy
🤔
💡
Click quality by placement
🤔
💡
Click quality by device
🤔
💡
Immediate exits
🤔
💡
Meaningful engagement
🤔
💡
Scrolling after clicks
🤔
💡
Important post-click interactions
🤔
💡
Technical problems affecting clicks
👀
💡
Misleading creative or messaging
👀
💡
Ad vs audience vs page problem
🤔
💡
05 PAGE LOOP
Paid visitor behaviour
👀
💡
Session recordings
👀
💡
Scroll behaviour
👀
💡
Important content reached
👀
💡
Calls to action seen
🤔
💡
Elements clicked
👀
💡
Dead clicks
👀
💡
Rage clicks
👀
💡
Confusing interactions
👀
💡
Where visitors leave
👀
💡
Sections causing abandonment
🤔
💡
Mobile vs desktop behaviour
👀
💡
Page speed problems
💡
💡
Page performance problems
💡
💡
Landing-page message match
👀
💡
Headline clarity
👀
💡
Offer clarity
👀
💡
Trust & proof
👀
💡
CTA visibility
👀
💡
Form friction
👀
💡
Navigation distractions
👀
💡
Page behaviour by ad
🤔
💡
Page behaviour by campaign
🤔
💡
Page behaviour by audience
🤔
💡
Customer vs non-customer behaviour
🤔
💡
Why people aren't progressing
🤔
💡
Page changes needed
🤔
💡
Impact of page changes
👀
💡
06 CHECKOUT LOOP
Checkout starts
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Checkout starts vs purchases
💡
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Checkout abandonment
💡
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Where checkout abandonment occurs
🤔
💡
Mobile checkout behaviour
👀
💡
Technical checkout problems
👀
💡
Unexpected costs
🤔
💡
Payment friction
🤔
💡
Missing information
🤔
💡
Trust issues
🤔
💡
Purchase objections
🤔
💡
Checkout behaviour by campaign
🤔
💡
Checkout behaviour by audience
🤔
💡
Checkout behaviour by creative
🤔
💡
Checkout behaviour by landing page
🤔
💡
High-intent retargeting audiences
👀
💡
Messaging for non-buyers
👀
💡
Bringing valuable prospects back
👀
💡
Impact of checkout changes
👀
💡
07 CUSTOMER LOOP
Customers linked to advertising
👀
💡
Sales linked back to ads
👀
💡
Customers by campaign
🤔
💡
Customers by ad set
🤔
💡
Customers by creative
🤔
💡
Customers by copy
🤔
💡
Customers by audience
🤔
💡
Customers by location
🤔
💡
Customer demographic patterns
🤔
💡
Visits before purchase
🤔
💡
Pages customers use
🤔
💡
Time to purchase
🤔
💡
Ads encountered before purchase
🤔
💡
Customers vs non-customers
🤔
💡
Acquisition cost by customer type
🤔
💡
Revenue by customer type
🤔
💡
Average order value
💡
💡
Repeat purchasing
💡
💡
Higher-value customers
👀
💡
Lower-value customers
👀
💡
Customer patterns informing audiences
👀
💡
Customer patterns informing creative
👀
💡
Customer patterns informing copy
👀
💡
Customer patterns informing pages
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Customer economics informing budget
👀
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Customer audiences & seeds
👀
💡
Customer outcomes sent to Meta
👀
💡
Customers informing future advertising
👀
💡
08 BUDGET LOOP
Total advertising spend
💡
💡
Spend vs target
💡
💡
Spend by campaign
💡
💡
Spend by ad set
💡
💡
Meta's budget distribution
💡
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Where money is being wasted
🤔
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Where budget is constrained
🤔
💡
Cost per result
💡
💡
Cost per useful result
🤔
💡
Cost per lead
💡
💡
Cost per checkout
💡
💡
Cost per customer
👀
💡
Revenue generated
💡
💡
ROAS
💡
💡
Margin & customer economics
👀
💡
Diminishing returns
🤔
💡
Budget reallocation opportunities
🤔
💡
What should keep running
👀
💡
What should receive less
👀
💡
What should stop
👀
💡
What deserves more
👀
💡
Budget for testing
👀
💡
When to increase spend
🤔
💡
When to reduce spend
🤔
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Why budget should change
👀
💡
09 GOAL & REPORTING LOOP
Commercial goal
💡
💡
Definition of success
💡
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Sales targets
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Customer targets
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Revenue targets
💡
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Acquisition-cost targets
💡
💡
Margin / profitability constraints
💡
💡
Actual performance vs target
👀
💡
What improved
👀
💡
What deteriorated
👀
💡
Why performance changed
🤔
💡
Observations vs assumptions
👀
💡
Problems requiring action
👀
💡
Opportunities
👀
💡
Creative Loop learnings
👀
💡
Copy Loop learnings
👀
💡
Audience Loop learnings
👀
💡
Click Quality Loop learnings
👀
💡
Page Loop learnings
👀
💡
Lead / Checkout learnings
👀
💡
Customer Loop learnings
👀
💡
Budget Loop recommendations
👀
💡
Tests currently running
👀
💡
Learnings from completed tests
👀
💡
What to do next
🤔
💡
Where to spend next
🤔
💡
Business-friendly reporting
👀
💡
