Find where viewers drop off your video ads.
Read each video as a funnel and name the first step that breaks.
The problem.
Re-cutting the ending of a video nobody watched past three seconds is wasted work. So is rewriting a video people finished but never clicked.
What you can do in Orphex.
For our video ads in the last 30 days, where does each one lose people: the opening, the middle, the call to action or after the click?
Orphex reads hook rate, hold rate, quartiles, CTR and conversions for each video.
Your assistant labels only the first step that breaks, against your own videos.
Any change you ask for arrives as a preview.
What you’ll see
For our video ads in the last 30 days, where does each one lose people: the opening, the middle, the call to action or after the click?
Of 9 videos, 3 lose people at the opening, 2 in the middle, 1 at the call to action and 1 after the click. Each gets one label: the first step that breaks.
| Video | First break | Fix |
|---|---|---|
| Trail test · 30s | Opening | New first 3 seconds |
| Founder story · 45s | Middle | Shorter cut, payoff earlier |
| Sale teaser · 15s | Call to action | Clearer offer and button |
| UGC · Morning run | After the click | Check the landing page |
The result.
What Orphex reads for you
- Hook rate and hold rate
- 25%, 50%, 75% and 100% view rates
- CTR and conversions after the view
- Video length
Turning it into a change
- Any change you ask for arrives as a preview.
- Fix the first step that breaks before the ones after it.
Leave out videos with few impressions, since early retention numbers are noise.
Ask it another way.
Why do people drop off our videos?
Where does each video lose viewers?
Review the retention of our video ads from last month.
Questions.
What does your assistant label?
Only the first step that breaks, judged against your own videos.
Why skip new videos?
With few impressions, early retention numbers are noise.
Related skill
Orphex Creative Signal Review
Compare creative results for the business objective and plan the next test; optimized delivery does not establish an A/B winner.
Related use cases.
Try it on your own account.
Free plan: 3 connected accounts, 250 reads and 50 actions a month. No card needed. Changes must be switched on for your workspace.