Every hook has a half-life. We track attention per creative day by day, and the curve looks almost the same across accounts: a strong first week, then a slow slide.

Brief before the drop

Once you can forecast the slide, the next round of hooks is briefed while the current one is still winning. Nothing goes stale in the account, and the edit team works ahead instead of in a panic.

The result is steadier CPA, and fewer weeks where the whole account seems to give up at once.