Findings
The intelligence CAUSR has made public — each finding published with the evidence that grounds it. Bounded by what we can publish, not by what we know.
- ≈10×
Creative alone can swing watch rate tenfold.
Hold everything the platform controls fixed — same account, placement, audience, campaign — and the best video held 9.5% of viewers to fifteen seconds where the worst held 0.9%.
See the evidence → - 21st
Each placement crowns a different winner.
Across 100 videos, the four placements rank their videos differently — the best Facebook Feed video sits 21st on the blended, all-placements board.
See the evidence → - 39/100
“A good ad is a good ad” fails for two ads in five.
39 of 100 ads defy the platform norm and roughly half the format norm — a spread 8.9× larger than random week-to-week noise can produce.
See the evidence → - 85%
Meta scales the best-watched ad.
Across 33 clean races it picked the best-watched video 85% of the time — 93% on the stricter bar. Watch rate called the pick better than conversions, clicks, hook rate or CPM.
See the evidence → - 71%
Better-watched videos convert better and cost less.
They won 71% of ~950 head-to-head matchups on the same days in the same placement, and doubling a video’s watch rate cut install costs by a third to a half.
See the evidence →
Every finding above is drawn from a piece in Folklore, where the full method and receipts live.