UA utility · Creative strategy
UA creative brief builder.
The next brief should explain what we want, what the last video taught us, and what we are trying to learn next. That gives each new video a purpose beyond being new.
What you know
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The next brief should explain what we want, what the last video taught us, and what we are trying to learn next. That gives each new video a purpose beyond being new.
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Goal → last result → learning → one change → what to keep → success read“The current video focuses on solving a puzzle. We want to test whether showing more of the character collection attracts players interested in collecting. Keep the opening similar and change what we show next.”
Defaults on this page are illustrative starting points, not benchmarks for your game. Replace them with your own numbers.
The goal (installs, retained players or buyers), what the last creative did against that goal, what the team learned, the one change to test next and why, what to keep from what already works, and how the result will be judged.
Without them, the brief asks for “something new” and the next creative repeats the same mistakes. A brief that names the learning gives the creative team a clear change to make and a reason for making it.
Usually not. If a video already brings players who buy at an acceptable cost, preserve what may be working — often the opening — and change one element. Changing everything makes it impossible to learn what caused the result.
Against the goal in the brief, at a stated cohort age. If the goal is buyers, CPI alone is not the read: compare payer conversion or early ROAS of the new creative’s cohort with the baseline creative’s.