Ad Creative Testing Tracker

Log hooks, angles and offers, then scale winners and kill losers with clear pass/fail thresholds.

Written against

· Competition Act — misleading representations, drip pricing, substantiation
· Ad Standards Canada — disclosure guidelines

1. Tracker columns

· ID · Launch date · Campaign · Angle · Hook · Format · Offer · Landing page
· Spend · Impressions · Hook rate · Hold rate · CTR · CPC · CVR · CPA · ROAS
· Verdict: scale, iterate, kill · Notes · Substantiation on file (Y/N)

2. Pass / fail thresholds

Stage	Pass	Kill
Hook (3s)	>25% hook rate	<15%
Click	CTR >1%	<0.5%
Convert	CPA ≤ target	3× target spent, 0 sales
Scale	ROAS > break-even ×1.3 for 5 days	Below break-even 3 days

3. Iteration ladder

· Winner found → make 5 hook variants of the same body
· Then 3 new openings (visual, text, voice)
· Then a new format (UGC, static, carousel, founder-to-camera)
· Then a new angle entirely

4. Compliance column (do not skip)

· Record where each claim in the ad is substantiated — test data, invoice, study, or customer record
· Record consent for any testimonial, before/after or customer image used
· Record the disclosure used for creator or affiliate-produced ads
· Ads that cannot be substantiated get killed regardless of ROAS

This template is provided for general business use and reflects Ontario and federal Canadian requirements as commonly applied. It is not legal, tax or clinical advice. Confirm current requirements with Ontario.ca, your local public health unit or municipality, the Ministry of Labour, Immigration, Training and Skills Development, the CRA, WSIB and your professional regulator, and have high-risk documents reviewed by a licensed Ontario lawyer or accountant before use.