ROAS review sheet
Updated 2026-08-15 · Risk-term list version 2026-08-15c
The sheet you fill in when the test window closes. It answers one question: did the angle win or did the hook — which decides whether the next budget changes the angle or the first line. Kill and scale thresholds must be written before the flight.
The full text is below, or download the .md. Free, commercial use allowed, edit it however you like, no attribution required.
The template is in English because the reader — a creator or a production partner — usually is.
Download roas-review.mdPlain Markdown — paste it into any doc tool, or print it.
What is in it
| Section | What it covers |
|---|---|
| 1 | The cells |
| 2 | Kill and scale, decided in advance |
| 3 | The three questions |
| 4 | What to keep |
How to use it
- Fill in section 2 before the flight. Setting thresholds after seeing the numbers is self-deception, and it is the one rule here that is not negotiable.
- "Angle or hook" has a mechanical answer: both hooks on an angle up → the angle won; only one → the hook won. Which is why each angle needs at least two hooks in the matrix, and why no two cells may test the same sentence.
- When CTR is fine and CVR is not, stop making creative. The problem is the landing page, the listing or the price. Ten more videos change nothing — this line alone saves a wasted production round a year.
- Section 4, "the exact line that caused the rejection", is the most valuable cell on the sheet. Write it down and avoid it on the next SKU. That is how your own flagged-term list grows.
The template in full
The whole thing is below. Select and copy it, or use the download button above.
# ROAS review sheet > Fill this in after the test window. This is the sheet that tells you whether the **angle** won or the **hook** won, > which is the only question worth answering before you spend the next budget. SKU: [name] · Test window: [5] days · Minimum spend per cell: $[30] · Filled in by: [name] · Date: [date] ## 1. The cells | Cell | Angle | Hook (first 3s) | Platform | Language | Spend | Impressions | 3s view-through | CTR | Orders | ROAS | Verdict | |---|---|---|---|---|---|---|---|---|---|---|---| | A | | | | | | | | | | | | | B | | | | | | | | | | | | | C | | | | | | | | | | | | | D | | | | | | | | | | | | | E | | | | | | | | | | | | | F | | | | | | | | | | | | Verdict options: **angle won · hook won · both lost · not enough spend to say** ## 2. Kill and scale, decided in advance Copy the thresholds you set before the flight. Changing them after you see the numbers is how you fool yourself. | Situation | What it means | What to do | |---|---|---| | 3s view-through < 25% | Hook problem | Swap the hook, keep the angle, run again | | 3s view-through fine, CTR < 0.8% | The middle does not convince | Fix the proof beat, add concrete evidence | | CTR fine, CVR < 1% | Not a creative problem | Landing page, listing or price — stop making new creative | | $[30] spent, zero orders | Dead cell | Stop; move the budget to the other hook on the same angle | | ROAS > [target] × 1.2 with the minimum spent | It works | +50% budget, and immediately produce two new hooks on that angle | ## 3. The three questions **1. Did the angle win or did the hook?** Both hooks on the same angle up → the angle won. Only one → the hook won. Answer: [ ] **2. Did the losing angle fail the category or the market?** Check the same angle in the other language. If it lost in both, the category does not want it. If it lost in one, that is a market difference. Answer: [ ] **3. What does this change in your own playbook?** Which angle moves up, which hook goes into your reusable library, which phrasing gets retired. Answer: [ ] ## 4. What to keep - Winning hooks, verbatim: [ ] - Losing hooks that are worth one more try with a different visual: [ ] - Anything that got rejected, and the exact line that caused it: [ ] --- These risk flags are an assisted check. They are not a compliance ruling and not legal advice — the platform’s review and your own legal judgment decide. Risk-term list version 2026-08-15c. Template published by Preshoot — free to copy, edit and use commercially.
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FAQ
Where do $30 per cell and a 5-day window come from?
They are defaults, not laws. Their job is to guarantee each cell spends enough to separate signal from noise. Different price points and conversion rates need different numbers — just set yours before the flight.
What can six cells actually tell you?
Whether the angle is right and whether the hook is right — the two most expensive questions in creative. Finer variables (actor, music, caption style) are worth testing only once those two are settled.
Who reads it once it is filled in?
You do, next round. A completed sheet is the record of which angle wins in which market — and that record stays in your store when an agency contract ends.
Is this the same sheet as the one in the product?
Same structure. Section 5 of the exported plan is this sheet, with the angles and hooks already filled in.