# Creative testing tracker template

> A free creative testing tracker you can copy into a sheet: the columns to use, rules for filling it in, and a worked example that shows when to wait for more data.
- **Author**: Marxx
- **Published**: 2026-10-24
- **Category**: Planning
- **URL**: https://marxx.ai/library-templates/creative-testing-tracker-template

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A creative testing tracker is a sheet with one row per test: what you changed, what you expected, what happened and what you decided. Copy the layout below into a Google Sheet or Excel file.

Without it, a team re-runs the same tests and forgets what won.

## The columns

```
ID            T-014
Dates         start / end
Hypothesis    "A question hook beats a result hook for cold buyers."
Changed       ONE thing: hook / angle / format / offer / CTA
Control       name of the ad you already run
Variant       name of the new ad
Ad set        where both run
Budget / day  per variant
Min spend     the amount each variant spends before you judge
Spend, impressions
Hook rate     3-second plays / impressions (video)
Hold rate     ThruPlays / 3-second plays (video)
CTR (link)
Purchases or leads
CPA           spend / purchases
Decision      scale / kill / extend / retest
What we learned   one sentence
Next test         ID
```

Name each ad the same way in the sheet and in Ads Manager. The [ad naming convention template](/templates/ad-naming-convention-template) shows one way.

## Rules for filling it in

1. **One change per test.** If you change the hook and the offer, you cannot say which one worked.
2. **Write the hypothesis before launch.** It stops you explaining the result after the fact.
3. **Set the minimum spend first.** A rule we suggest: each variant spends at least twice your target cost per purchase before you judge it. Pick your own and keep it.
4. **Write the decision in a word.** Scale, kill, extend or retest. Add one line on what you learned.
5. **Link the next test.** Every row ends with the next ID.

## A worked example

Say your target [CPA](/glossary/cpa) is INR 600, so each variant needs at least INR 1,200 of spend. You test two hooks on the same video body. Both run for four days and spend INR 1,800 each.

| | Control (result hook) | Variant (question hook) |
|---|---|---|
| Spend | INR 1,800 | INR 1,800 |
| Impressions | 52,000 | 48,000 |
| [Hook rate](/glossary/hook-rate) | 24% | 31% |
| Purchases | 4 | 3 |
| CPA | INR 450 | INR 600 |

The variant holds attention better (31% against 24%). But four purchases against three is too few to call. So the decision is **extend**: add three days and INR 1,800 more each, then re-read. The learning line says: "Question hook lifts hook rate. CPA unproven."

A tracker gives you the habit of waiting for enough data. For how to read a tiring or weak ad, see [how to know when to kill an ad](/guides/how-to-know-when-to-kill-an-ad). To read watch time, use [hold rate](/glossary/hold-rate) as well.

## Tips

- Keep a second tab of "learnings", one line each. Read it before every brief.
- Review the tracker weekly with the team. Your weekly ad report can link to it.
- Test angles before wording. The ad angle examples page lists 30.

If you would rather not tag creative by hand, Marxx reads your Meta ad account and tags creative by hook, angle, format and offer. It shows what ran and what is tiring. You still choose what to test next. See [creative intelligence](/features/creative-intelligence).

## FAQ

### How many tests should I run at once?

As many as your budget can feed. Each variant needs its minimum spend, so a small budget means fewer tests, not thinner ones.

### Do I need this if I only run a few ads?

Yes. A few ads are exactly when you forget what you tried. Even five rows help.

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