E-Comm ScoreCard Template

	A	B	C	D	E	F	G	H	K	N	Q	S	U
1	OBSERVATIONS			PIC:				PIC:	PIC:	PIC:	PIC
2	CATEGORY	ITEMS	Sucecss	Brand A				Brand B	Brand C	Brand	Brand	Brand	Brand
3	CATEGORY	ITEMS	Sucecss	Brand A, US	Brand A, UK	Brand A, AU	Brand A, APAC
4	Hygiene / Best practices	Budget / efficient spends	Budget should allow at least 50 conversions a week per ad set	100% inefficient due to less than 50 conv/week
5	Hygiene / Best practices	Reduce unnecessary significant changes	Get out of learning phase	30% of total budget spent in learning phase
6	Hygiene / Best practices	Simplified Structure	Max 2 campaigns per objective. 5-6 Adsets within each. 4-6 active ads at any point in time	1 campaign > 1 adset > 4+ ads structure Could benefit from simplified structure
7	Hygiene / Best practices	Auto Placement / 4+Placements	4+ placements should be higher than 95%	YES
8	Hygiene / Best practices	Learning Phase	Min < 30%; Ideal < 20%	100% of total budget
9	Hygiene / Best practices	CBO	Around 50% CBO is positive	YES
10	Hygiene / Best practices	Flow till optimzation event	A custom event for each step of the funnel for better tracking. Insist on having more CTA buttons	YES
11	Hygiene / Best practices	Analysis from CPM till CPA/CPR	Less than 10% deviation in all the metrics WoW	Not completed
12	Signals	Signals	Advance matching should be closer to 100%. CAPI implementation done	Done
13	Audience	Audience Overlap	Cumulative overlap for each Adset should be under 20%. Should not be the case for more than 3 ad sets	under 10%
14	Audience	Audience size - avoid being too narrow	Audience size should aim to be as close to 1M per ad set	Small audience ad set: 23849188940890527; 23849195162860527;
15	Audience	Lookalike audiences	Ideally 1 seed customer audience and Tiered LA till 10%	Yes, ongoing
16	Audience	Audience Reached Ratio	ARR should be under 60% and lifetime frequency under 10. Healthy FTIR would be > 50%	Frequency is high, APR is 100%
17	Audience	Find new niches	Mix of audience (broad, lookalike etc)	Frequent
18	Audience	Retargeting	Do we have full retargeting coverage?	Yes
19	Optimization	Optimization window	7d click & 1d view / maximum duration would be ideal; discrepancy should be under 20%	Yes, ongoing
20	Optimization	Multiple Objectives	Should optimize on at least 3 objectives with at least 15% contribution on non-conversion campaign	No - conversion & leadgen
21	Optimization	Bidding Strategy	Most campaigns on auto bids, with the ones on caps spending at least 50% of the daily budget	Autobid
22	Optimization	M-site Load Speed	Gold standard is 2 seconds load time	Not optimized. To evaluate with an external party
23	Optimization	Dynamic Ads Retargeting	Use DA to optimize efficiently	Yes, completed
24	Optimization	Dynamic Ads Prospecting	Use DA to optimize efficiently	off
25	Creative	Mix of Creatives	Fair split of assets. Should have both short and long form videos	Yes, ongoing
26	Creative	Placement Asset Customization	atleast 1:1 or 4:5, 9:16, 16:9 size for top spending ads	Yes, ongoing
27	Creative	Dynamic Creatives	20% spend on Dynamic creatives is a good start	To test next month
28	Brand Campaign	Brand / Video campaigns	20% spends on Brand / VV. Follows BP: <15sec video, sequencing. RET users who showed intent	Not Tested
29	Growth	In-Stream	Open to experimentation	-
30	Growth	Measurement Opportunities	Open to experimentation with measurement best practices. Bonus - Ran 3-5 tests in the last quarter.	Ends mid-end Dec
31	Growth	AOV	Experiment ways that will increase AOV / Conversion rates	-
32	Growth	New funnels / offers	Experiment with new offers / funnels	-
33	Competitor list
34	SOV
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