01 Define the win
Pick the metric that matters most for this video.
Not every UGC video should be judged by subscriptions right away. Some are meant to get attention or create interest; others are built to drive installs, trials, or subscriptions.
The metric you choose should match the job of the video. For instance, compare these two videos. Which one would you say actually “won”?
| Video A | Video B | |
|---|---|---|
| Views | 120K | 48K |
| CPI | $1.95 | $2.42 |
| Start Trial | 28 | 52 |
| Subscribe | 4 | 17 |
| CAC | $200 | $47 |
→ If this video’s job is reach → Video A looks stronger.
→ If this video’s job is subscriber growth → Video B looks stronger.
02 Don't declare too early
If the goal is growth, don’t stop at the install.
Views, clicks, and installs can tell you a video is working, but not whether it brought the users you actually want.
For user-acquisition UGC, move the decision metric downstream as soon as you have enough data: Start Trial → Subscribe → Revenue.
How far down should you judge the video?
Not enough trials or subscribers yet
Use CPI temporarily, but check whether installs are reaching Start Trial before you scale.
Enough Start Trial events to compare
Move to Start Trial rate / cost per Start Trial.
Enough subscribers to compare
Move to Subscribe / CAC.
Enough revenue history
Use Revenue / ROAS to compare customer value.
In Airbridge, check how each UGC video performs from Install → Start Trial → Subscribe → Revenue.
- Open Reports → Actuals
- Add the outcome you want to compare: Install, Start Trial, Subscribe, or Revenue
- Group by Ad Creative. See how each video performed on that outcome.
See how many installs each video drove.
03 Build your rule
Set the rule before the test goes live.
Pick the primary metric, define what success looks like, and add one guardrail so you don't change the rules after seeing the results.
Build your test rule
1What are you testing?
2What gets the final vote?
3What counts as success?
4What must not get worse? Optional
Your test rule
Pick what gets the final vote and what counts as success to build your rule.