Creative and testing
Hit rate
The share of new ads tested that become winners, by whatever rule a team uses to call a winner.
What it is
It says how often a new idea works. In published benchmarks it is low, which is why the number of ideas tested matters; the article below shows the figures.
Why it matters
For lead generation and e-commerceA low hit rate is normal. It means growth comes from testing more ideas, not from expecting each one to win.
How it is measured
Formula
Hit rate = winning ads / new ads testedDivide winners by new ads tested over a period, with the winner rule fixed in advance.
A common mistake
Trying to raise the hit rate by testing safer ideas, which finds fewer large winners.
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