Up until now, we've run a campaign per episode, with all videos (long-form and short-form) under one campaign. That established a baseline of viewers and subscribers we can now retarget. Moving forward, we're running three perpetual campaigns, Shorts, bite-size, and long-form, with the videos under each updated weekly based on performance and as new episodes launch.

Bite-size is the breakout performer. The "02 | Consideration | Bite-size" campaign is running way ahead of the account benchmarks (blended CPV $0.0248, blended view rate 11.4%): lifetime view rate of 31.9% at a CPV of just $0.0123, roughly half the account's average cost and nearly 3x the average view rate. It actually accelerated last week (view rate 41.5%, CPV $0.0112 on $28.18 spend), suggesting the creative is still finding fresh, receptive audience rather than fatiguing.

The two "Views" long-form campaigns are healthy too. Ep4 Long-form (46 days... actually 14 days live) posted a lifetime view rate of 17.6% at $0.0104 CPV, the cheapest CPV in the whole account, and was trending even better in its final week (19.8% view rate, $0.0093 CPV) before being paused. Ep5 Long-form, only 6 days old, is already tracking almost identically (16.1% view rate, $0.0117 CPV), a strong early signal that this format/approach travels well across episodes.

Conversion campaign looks weak on view metrics but is actually doing its job. "03 | Conversion | Long-form" has the lowest view rate in the account (3.4% lifetime, 4.6% last week) and the highest CPV ($0.085 lifetime, $0.076 last week), on the surface this looks like the worst performer. But it's the only campaign generating meaningful conversions: 626 lifetime (98 in the last 7 days). Cost per conversion is roughly $0.37, both lifetime and last week, which is efficient. View rate is the wrong lens for this campaign, it's built to convert, not rack up cheap views, and by that measure it's performing consistently.

Awareness Shorts is the clear laggard. Lifetime view rate is just 5.2%, less than half the account average, at a CPV of $0.050, roughly 2x the account blend. It's also moving in the wrong direction: last week's view rate dropped to 4.2% and CPV rose to $0.073, nearly 3x the blended average, on $35.20 of spend for only 482 views. This is the one campaign spending real money without earning proportionate views.

Odd flag: Ep4 was paused despite being one of the two best-performing campaigns in the account on both CPV and view rate. Worth confirming whether that was intentional (e.g., swapped for Ep5) or accidental, since the underlying creative/format was clearly working.

• Reallocate budget toward Bite-size (Campaign 02). It's outperforming the account average by ~2x on CPV and ~3x on view rate, and improving week over week, this is the format to scale first.
• Pause or rework Awareness Shorts. At $0.073 CPV and 4.2% view rate last week (vs. $0.025 / 11.4% account blend), it's the weakest use of spend in the account. Recommend testing a new creative angle or shifting that budget into Bite-size / the Views long-form campaigns rather than continuing to fund the current Shorts creative.
• Confirm the Ep4 pause was intentional. It had the best CPV in the account ($0.0104 lifetime, $0.0093 in its final week) and a strong 17.6-19.8% view rate. If it was paused only to launch Ep5, fine, but if budget/approval lapsed, reactivate it; this format is clearly working.
• Keep Ep5 running and monitor as it scales past 6 days. Early numbers (16.1% view rate, $0.0117 CPV) closely mirror Ep4's strong performance, a good sign the "Views" long-form approach is repeatable across episodes, not a one-off.
• Don't judge the Conversion campaign (03) by view rate/CPV. Report cost-per-conversion (~$0.37) alongside spend for this one so the client sees it's actually efficient, not underperforming.
• Next report: add cost-per-conversion as a tracked metric for Campaign 03 specifically, and view-rate trendlines for Bite-size and the Views campaigns to confirm the Bite-size momentum holds as spend increases.