Glossary
Video ad testing glossary
Plain definitions of the terms used in video ad creative analysis and testing, as Vesk Lab uses them.
Updated · Igor Lima, founder
- Hook
- The opening seconds of a video ad, meant to make people keep watching.
- Hook rate
- A common industry ratio, not a Meta or TikTok metric: video plays of at least 3 seconds divided by impressions. Definitions vary, so check which one a benchmark uses.
- Remain
- The share of viewers still playing a video ad at each second; the curve our reports draw.
- Playback
- The video playing on someone’s screen. It is what our reports measure.
- Creative fatigue
- When an audience has seen the same creative too many times and results get more expensive. Meta flags it in Ads Manager as “Creative limited” or “Creative fatigue” (Meta).
- Holdout
- A randomly chosen group kept from seeing an ad, so its sales show what would have happened without it.
- Incrementality
- The sales an ad added on top of everything else, measured against a holdout (Meta).
- Lift test
- An experiment that compares people who could see an ad with a randomized holdout who couldn’t.
- A/B test
- An experiment that compares two versions of an ad. It says which did better, not whether either added sales.
- Attribution window
- The number of days after a click or view in which an ad platform credits a sale to an ad.
- Pre-registration
- Writing the test plan (change, KPI, duration, stopping rule) before launch, so results can’t be reshaped afterwards.
- Minimum detectable effect
- The smallest change a test is sized to detect; smaller effects can exist and go unseen.
- Statistical power
- The chance a test detects an effect of the planned size if it is really there.
- Evidence seal
- Our label on every claim: Observation, Association or Test.
How these fit together is on the method page.