1) Hook type in the first 2 seconds
Note whether the ad opens with a problem, claim, surprise, social proof, or visual pattern break. This usually explains why someone keeps watching.
2) Audience angle
Capture who the ad is speaking to and from what perspective: beginner vs expert, budget-conscious vs premium, pain-avoidance vs aspiration.
3) Offer clarity
Save the exact offer framing: discount structure, bundle logic, urgency window, or guarantee language.
4) Creative format
Tag whether it is UGC-style, founder talk, product demo, slideshow, testimonial montage, or meme-led execution.
5) Proof mechanisms
Track what evidence is used: before/after, metrics, review snippets, creator credibility, or press mentions.
6) CTA style
Document both visual and verbal CTA signals: direct order, soft invitation, scarcity prompt, or education-first next step.
7) Engagement pattern
Where possible, capture visible engagement velocity and comment themes. Repeated objections in comments can become powerful creative angles for your own brand.