Testing
Creative
Creative Test Matrix
Tests with a verdict, not a vibe.
Structured creative tests with a defined variable, a readable result and a record of what the win actually taught you.
Already a customer? Open Creative Test Matrix in your workspace
- 6
- Signals Creative Test Matrix reads on your account
- Per asset
- Scoring applied to every creative in your library
- Traceable
- Every creative test matrix figure links back to its source
- Stop rerunning campaign tests that your team already answered.
- Kill losing ad variants faster with live performance data.
- Build a central library of proven messaging angles.
One variable, one clean read
Every test is set up around a single change: hook, offer, format or audience. The matrix shows what is running, what is still gathering data and what has reached a decision.
- Test cards with the variable, hypothesis and status
- Significance gate before a winner is declared
- Losers retired automatically so spend stops leaking
Wins become house rules
Confirmed results are written back into the creative memory, so the next brief starts from what already works for your brand rather than a blank page.
- Winning patterns promoted into future briefs
- Learning tied to the asset elements that caused it
- Testing velocity tracked in the Opportunity Score
The shift
What changes once Creative Test Matrix is running
Same team, same accounts. The difference is that the decision is already measured before anyone opens a spreadsheet.
Before
- Creative decisions rely on subjective reviews and incomplete performance data.
- The team has to assemble the context behind creative test matrix by hand.
- Important changes are found late, after time or budget has already been lost.
With Hookology
- Every recommendation is tied to patterns found across your own creative history.
- Stop rerunning campaign tests that your team already answered.
- Kill losing ad variants faster with live performance data.
- Build a central library of proven messaging angles.
A test without a verdict is just two ads and a shrug.
Inside the product
What Creative Test Matrix looks like on live accounts
This walkthrough uses our Northwind Apparel demo account so you can see the screen fully populated. On your workspace the same view is built from your connected platforms, so the first session already reflects your own numbers.
- Stop rerunning campaign tests that your team already answered.
- Kill losing ad variants faster with live performance data.
- Build a central library of proven messaging angles.
Testing / Creative Test Matrix
Creative Test Matrix
Northwind Apparel
Creative Test Matrix
Northwind Apparel - last 28 days
One variable, one clean read
1,284 openDetected2
Test cards with the variable, hypothesis and status
Test cards with the variable, hypothesis and status
In review3
Significance gate before a winner is declared
Test cards with the variable, hypothesis and status
Actioned4
Losers retired automatically so spend stops leaking
Test cards with the variable, hypothesis and status
Wins become house rules
Confirmed results are written back into the creative memory, so the next brief starts from what already works for your brand rather than a blank page.
Recent activity
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How confidence works
Three evidence tiers, so nothing is stuck in 'needs data'
Every Creative Test Matrix finding is labelled with how much evidence sits behind it. As data accumulates it moves up a tier and the recommendation tightens, so thin signals are never presented with the same weight as proven ones.
Tier 1 - Confirmed
Enough of your own history behind the finding
Read straight from your creative libraries, ad platforms and performance history, with enough volume behind it that Creative Test Matrix states the position rather than hedging it.
Tier 2 - Emerging
Live signal, volume still building
The movement is real but young, so it is surfaced as directional and flagged for a second look before budget or roadmap time is committed to it.
Tier 3 - Modelled
Too little data to measure directly
Estimated from the patterns your own account has already proven, and always labelled as modelled so it is never mistaken for a measured result.
Every finding ends on one of four verdicts
When
Confirmed evidence and material money attached
What happens
It moves to the top of the queue with an owner and the expected impact stated.
When
Worth doing, but needs a slot rather than a scramble
What happens
It is sized and scheduled into the next cycle instead of jumping the queue.
When
Signal forming, evidence still thin
What happens
Tracked daily and escalated automatically the moment it firms up.
When
Noise, or impact too small to be worth an hour
What happens
Closed out with the reason recorded, so it does not resurface every week.
In practice
How Creative Test Matrix works week to week
From connecting your accounts to the review call, here is the shape of it, plus the questions teams ask us most before they start.
Step 1
We connect your accounts
Your creative libraries, ad platforms and performance data are wired up during onboarding, so Creative Test Matrix works from your own numbers on day one rather than a sample workspace.
Step 2
One variable, one clean read
Every test is set up around a single change: hook, offer, format or audience.
Step 3
Wins become house rules
Confirmed results are written back into the creative memory, so the next brief starts from what already works for your brand rather than a blank page.
Step 4
We review it with you
We design the testing roadmap with you and read the results in your review. Nothing sits in a dashboard waiting to be discovered.
Common questions
Most workspaces are live within a few days of the discovery call. Once your platforms are connected we backfill history, so the first session already shows trends rather than an empty screen.
Creative Test Matrix reads your creative libraries, ad platforms and performance data directly. Nothing is estimated from benchmarks, and every figure can be traced back to the platform it came from.
Test cards with the variable, hypothesis and status, Significance gate before a winner is declared, Losers retired automatically so spend stops leaking, Winning patterns promoted into future briefs, and more.
We design the testing roadmap with you and read the results in your review.
Why teams use it
- Stop rerunning campaign tests that your team already answered.
- Kill losing ad variants faster with live performance data.
- Build a central library of proven messaging angles.
How we set this up with you
We design the testing roadmap with you and read the results in your review.
Our onboarding processWorks alongside
See Creative Test Matrix running on your own data
We build the workspace around your accounts and walk you through it together. No self-serve setup, no trial to configure on your own.
Book a discovery call