How to measure UGC performance like a founder (not a marketer)

Written By Aaditya Singh

Founders often ask “did the video go viral?” Wrong question.

Right questions:

  • Did it reduce CPA?

  • Did it increase add-to-cart?

  • Did it increase qualified leads (for services)?

Core metrics by stage:

  • TOFU: thumbstop rate, watch time, CTR

  • MOFU: add-to-cart, view-content → ATC

  • BOFU: checkout, purchase, CPA, ROAS

And track “creative fatigue”: if performance declines after 3–5 days, rotate new hooks and re-edit winning footage.

Aaditya Singh
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