Mastering the Algorithm
The live Gevity presentation, with a workbook, first-test blueprint, and hook sheet for your own campaign.
Summit Learning Lab
Learn it. Then build it.
Practical tools for better marketing decisions.
Explore campaign planning, creative development, and performance strategy.
- Plan the test. Set a clear objective and a useful measure of success.
- Shape the creative. Find a stronger opening and build the idea around it.
- Practice the decision. Explore campaign scenarios before committing a budget.
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Put your plan into practice
Make the next
decision count.
Work through a real marketing question before you put a budget behind it.
Workshop exercises
Open the practice lab.
Complete the short resource form to explore these exercises and take the workshop materials with you.
Open the workshop01 2 min each
Fix the funnel
Start with what you can observe. Then choose a test that answers the business question. These three fictional businesses give you room to practise.
Fictional workshop scenario Adapted classroom exercise. All names, businesses and figures are fictional; amounts are planning examples, not forecasts.
Priya Raman
Built an app that does the tax and budgeting maths for freelancers
I just need to find the right people to target.
- Sells
- Free download, then $8 a month after a 14-day trial
- Where she is
- 400 downloads, all from friends and one Reddit thread
- Wants
- 500 downloads a month
- Her plan
- $300 for the month, launching on Facebook, Instagram, TikTok, Reddit and LinkedIn at the same time
- How she measures
- Checks the App Store dashboard every morning and counts installs
- For this exercise
- No app event integration has been verified. Priya can run a click test while she investigates it.
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1 / 3 Name the constraint
What is actually blocking her?
Her own answer is targeting. Read the facts again before you agree.
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Her audience needs a tighter interest stack.
Not this one
Audience choices matter, but narrowing them does not create a missing install signal. Verify measurement before judging an acquisition campaign.
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She has no verified app-install signal for the ad platform.
Strongest choice
An App Store total tells Priya how many installs occurred. It does not, by itself, verify ad attribution or provide the platform with an install event to optimise against. She needs to check her app measurement setup.
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The creative needs replacing before anything else.
Not this one
There is not enough evidence to blame the creative. A click test can compare hooks, but an install campaign needs a verified install signal first.
From the public workshop · Slides 32 and 40
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2 / 3 Choose the next test
She has $300 and one month. What is the next test?
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Split the $300 across five platforms this month.
Not this one
That leaves $60 per platform for the month. Five different auctions and creative contexts would make a small test harder to interpret. Check the chosen platform’s minimum budget before planning any paid test.
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Launch an install campaign before checking app measurement.
Not this one
The test cannot answer an install question until the event setup is verified. Finishing measurement may be the most useful work this month.
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If budget minimums allow, test three hooks on one platform using clicks.
Strongest choice
This is a creative test Priya can label honestly. It can compare response to three ideas while she checks app measurement. If the budget cannot support a useful test, hold it and use interviews or organic creative feedback first.
From the public workshop · Slides 26 and 31
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3 / 3 Choose the metric
For the click test she can run now, what does she judge?
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Total installs in the App Store dashboard.
Not this one
This total mixes sources and does not attribute an install to a tested ad. Keep it as business context, not proof of this traffic test.
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Cost per install, even though the install signal is unverified.
Not this one
That would imply measurement she has not established. Once install attribution and paid conversion are verified, she can evaluate acquisition economics.
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Clicks and cost per click by hook, with downstream installs explicitly unproven.
Strongest choice
For this traffic test, record clicks, click rate and cost per click alongside each hook. Decide the review date and spending limit first. A click result is useful creative evidence; it is not install or paying-customer evidence.
From the public workshop · Slides 31, 45 and 47
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The immediate lesson: separate a creative click test from an install campaign. Verify measurement and customer economics before treating clicks as acquisition.
Fictional workshop scenario Adapted classroom exercise. All names, businesses and figures are fictional; amounts are planning examples, not forecasts.
Dani Ruiz
Runs a lash and brow studio on her own in East Austin
The videos are working. I just need better targeting.
- Sells
- $180 a set, and a regular comes back every three weeks
- Wants
- Twelve new clients a month. She has room for twenty
- Does now
- Four Reels a week, and hits Boost on the best one for $75 a time, about $400 a month
- Last month
- 20,000 views, ninety comments, three new clients, and all three came from a friend telling them about her
- How you book her
- Instagram DM. No website
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1 / 3 Name the constraint
Twenty thousand views and three clients. Why?
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She is buying engagement without a measured path to a qualified inquiry.
Strongest choice
Views and comments show response to the video. They do not establish booking intent. Her DM route exists, but she needs a clear next action and a way to connect inquiries with bookings.
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The videos are definitely the problem.
Not this one
The videos attracted attention. We still need to test whether the offer and call to action attract local people who want an appointment. Views alone cannot prove either outcome.
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A smaller local radius will solve the whole funnel.
Not this one
Dani should restrict delivery to an area she can actually serve. That geographic constraint is useful, but it does not replace an inquiry objective, clear offer or booking follow-up.
From the public workshop · Slides 12 and 31
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2 / 3 Choose the next test
She has about $400 a month and no website. Where does that money go?
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Keep boosting for engagement and judge it by comments.
Not this one
That repeats the current test. If her goal is appointments, she needs to evaluate qualified inquiries and booked clients, not only engagement.
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Test a Leads campaign with an instant form and a clear booking follow-up.
Strongest choice
An in-platform form can collect inquiries without a website pixel. Ask only what is needed to follow up, include a relevant qualifying question, and meet the platform’s lead-ad terms and privacy requirements before launch.
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Build a booking website before exploring any other intake route.
Defensible, not the strongest
A booking site may improve the full journey. It is not required for every lead test: an instant form or a measured messaging flow can be considered while that work is scoped.
From the public workshop · Slides 05, 30 and 36
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3 / 3 Choose the metric
She wants twelve new clients a month. What is the number that tells her?
A set is $180 and a regular returns about every three weeks.
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Views and comments on the Reels.
Not this one
These show attention, not whether an inquiry became a client. Keep them as supporting creative measures.
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Cost per qualified inquiry and per booked new client.
Strongest choice
Track form submissions through qualification and booking. Her $400 example budget would need a cost of about $33 per booked client to produce twelve. That is a planning requirement, not a forecast. Check whether margins, capacity and actual conversion rates support it.
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Follower growth on the account.
Not this one
Followers may matter for future reach, but they do not answer the twelve-client question. Use the measure connected to the next business action.
From the public workshop · Slides 31 and 47, workbook page 1
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Dani has attention. Her next test connects a clear offer to a qualified inquiry, then follows it through to a booked client.
Fictional workshop scenario Adapted classroom exercise. All names, businesses and figures are fictional; amounts are planning examples, not forecasts.
Marcus Obi
Bottles cold brew coffee and sells it at two farmers markets
That traffic was junk. I need to find real buyers, not tyre kickers.
- Sells
- $34 for a four pack, through a Shopify store
- Wants
- A hundred online orders a month. He gets eleven, and every one met him at a market
- What he did
- One campaign in June. Picked Traffic, sent everyone to his home page, $30 a day for two weeks
- What happened
- Nine hundred visitors, four orders. He switched it off
- On his site
- He has never installed anything. “It is Shopify, so I assume it tracks”
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1 / 3 Name the constraint
Nine hundred visitors and four orders. What should he check first?
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The audience must be low quality.
Not this one
That is one possible explanation, but the facts cannot isolate it. Review the optimisation goal, event setup and landing page before concluding that the audience is wrong.
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He bought traffic, while purchase measurement and the landing journey are unverified.
Strongest choice
A Traffic objective seeks visits or clicks. Marcus wants orders. First verify purchase events and the product-to-checkout experience; then choose an optimisation goal aligned with the next test.
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The budget alone proves the campaign could never work.
Not this one
The budget constrains how much can be learned, but these figures do not prove it caused the outcome. Separate budget limits from measurement, offer and page problems.
From the public workshop · Slides 30, 32 and 40
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2 / 3 Choose the next test
What does he run next?
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Switch platforms because coffee is popular there.
Not this one
Popularity does not show where this offer will work. Choose a channel for a reason you can test and fix the measurement gap before comparing acquisition results.
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Verify purchase events and the checkout, then plan a purchase-focused test.
Strongest choice
Use the supported store integration and verify events, consent settings and attribution before spending. A focused product page gives the offer a clearer destination. Setup time and available settings depend on the platform and store.
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Keep testing clicks, but use a specific product page.
Defensible, not the strongest
This can answer a limited landing-page or creative question. Label it that way and verify downstream measurement; cheap clicks alone do not establish profitable sales.
From the public workshop · Slides 31 and 32
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3 / 3 Choose the metric
What measure would answer the purchase question?
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Sessions and click-through rate alone.
Not this one
These help diagnose the ad-to-page step. Add measured purchases and acquisition cost to evaluate his sales goal.
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Measured purchase cost against a margin-based limit and a written review plan.
Strongest choice
Include product margin, fulfillment and repeat purchase assumptions when setting the limit. Monitor for broken tracking or checkout immediately; review performance at a planned point with enough data to interpret.
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Impressions and reach alone.
Not this one
Awareness can be a separate goal, but it does not answer this purchase test. Match the report to the question Marcus is trying to answer.
From the public workshop · Slides 20, 46 and 47
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A clearer product destination and verified purchase measurement make the next test easier to interpret. They do not guarantee more orders.
02 2 min
Choose the objective
Three adapted classroom puzzles. Choose what to optimise for now, then name what that result still cannot prove.
Fictional workshop scenario Adapted classroom exercise. All names, businesses and figures are fictional; amounts are planning examples, not forecasts.
Introduce a new offer
An adapted fictional awareness exercise
Before asking for a booking, I want to test whether the story earns attention.
- Available signal
- The platform reports video views and reach.
- Learning goal
- Compare attention to three different opening ideas.
- Not verified yet
- Bookings attributable to the ads.
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1 / 1 Match the objective to the signal
Which objective fits this question?
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Video views, with a defined view measure.
Strongest choice
That matches the immediate attention question. Define what counts as a view and compare the creative on the same basis. A view does not prove awareness lift or a booking.
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Purchases, even though no purchase event is available.
Not this one
A purchase objective cannot answer this setup without the required conversion configuration. First define and verify the signal you intend to use.
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Reach, if the real question is how many people saw it.
Defensible, not the strongest
Reach is a useful awareness measure when exposure is the goal. It answers a different question from how long people watch a hook.
Attention test
- Business question
- Does the opening earn attention?
- Objective
- Video views
- Signal
- A defined platform view measure
- Data source
- Platform reporting
- Next check
- Does attention lead to qualified interest?
Platform labels and available view measures vary. Keep the comparison consistent and treat downstream business outcomes as a separate question.
From the public workshop · Public deck: campaign objectives and upper-funnel examples
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Optimise for the question you are testing, then keep the limits of that signal visible.
Fictional workshop scenario Adapted classroom exercise. All names, businesses and figures are fictional; amounts are planning examples, not forecasts.
Priya’s interim creative test
An adaptation of the fictional freelancer app scenario
I can measure ad clicks. App-install attribution is still unverified.
- Available signal
- Ad clicks, click rate and cost per click.
- Test
- Three different hooks for the same offer.
- Constraint
- The example budget must meet the selected platform’s minimums.
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1 / 1 Match the objective to the signal
What can this test honestly optimise for?
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Traffic, optimised for clicks.
Strongest choice
Clicks are the verified signal in this exercise. Use the result to compare response to the hooks. It does not tell you which ad caused an install or acquired a paying customer.
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App installs, with no verified app measurement.
Not this one
This skips the known blocker. Check the app integration and attribution before making installs the optimisation event.
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Video views, to compare attention instead.
Defensible, not the strongest
That is a valid different question. It can test attention to the opening, but it does not answer the click-response question Priya chose here.
A bounded creative test
- Business question
- Which hook earns a click?
- Objective
- Traffic
- Signal
- Clicks
- Data source
- Platform reporting
- Not established
- Install or paying-customer attribution
A cheap click is not a cheap customer. Decide the budget, review point and comparison rules before starting.
From the public workshop · Public workbook: Priya; public deck: measurement and Traffic
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A narrower question can still produce useful evidence. Keep the claim as narrow as the measurement.
Fictional workshop scenario Adapted classroom exercise. All names, businesses and figures are fictional; amounts are planning examples, not forecasts.
Dani’s next appointment
An adaptation of the fictional local studio scenario
I need inquiries I can follow up on. I do not have a website.
- Available route
- An in-platform instant form.
- Business goal
- Qualified local inquiries that become appointments.
- Follow-up
- Record which submissions lead to a booked new client.
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1 / 1 Match the objective to the signal
What is the clearest next event to optimise for?
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Leads, using instant-form submissions.
Strongest choice
The form gives the platform a measurable inquiry event without a website pixel. Ask a relevant qualifying question and connect submissions to a real follow-up process. Complete the platform’s terms and privacy setup before launch.
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Engagement, with comments as the success measure.
Not this one
That repeats the attention question. Comments do not establish which local people want an appointment.
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Traffic to a future booking page that is not ready.
Not this one
The destination must exist and work before visitors are sent there. An instant form is one practical intake route while the site is being developed.
Inquiry test
- Business question
- Who wants to discuss an appointment?
- Objective
- Leads
- Signal
- Instant-form submission
- Data source
- Platform form reporting
- Business check
- Qualified inquiries and booked clients
A form submission is not automatically a good lead. Review relevance and the booking rate, not only the cost per form.
From the public workshop · Public workbook: Dani; public deck: instant-form lead generation
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The platform can optimise for a submission. Dani still needs to qualify it, follow up and measure the booking.
03 2 min
Find the hook
Compare three openings for the same fictional offer. Choose a credible angle worth testing, then write a version of your own.
Fictional workshop scenario Adapted classroom exercise. All names, businesses and figures are fictional; amounts are planning examples, not forecasts.
The offer on the table
Priya’s app: tax and budgeting maths for freelancers, free download, $8 a month after a 14-day trial
Three ideas for one offer. A test will tell us which earns a useful response.
- Who it is for
- Freelancers who set aside nothing for quarterly taxes
- Where they are
- Problem aware: the audience recognises the quarterly-tax problem.
- Format
- Talk to camera, vertical, shot on a phone, sound on
- The rule
- Three different hooks, same offer. Not three edits of one
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1 / 1 Pick the strongest test
Which of these is the strongest first test?
Use the stated audience, a specific problem and a claim the offer can support.
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“Meet Ledgerly, the all-in-one financial companion for independent professionals.”
Not this one
This opening describes the fictional product before giving a problem-aware freelancer a reason to care. It is a testable angle, but it is less specific to the stated audience than the problem opening.
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“Quarterly taxes again. Did you set anything aside?”
Strongest choice
A concrete situation and a direct question make this a useful first candidate for the stated audience. It does not guarantee attention or conversion. Compare it with a different credible angle and check actual results.
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“Never owe another surprise tax bill, guaranteed.”
Not this one
The fictional offer does not support this guarantee. Remove the absolute claim and test a benefit the product can demonstrate. Strong wording still needs evidence.
A useful creative comparison
- Audience
- A problem-aware freelancer
- Specificity
- A concrete quarterly-tax situation
- Credibility
- No unsupported tax-outcome guarantee
- Variation
- A different opening idea for the same offer
- Evidence
- Actual test results, not a predicted winner
For the next variant, keep the offer and audience stable and change the angle. Use the test to learn which idea deserves more work.
From the public workshop · Hook Sheet pages 1 and 2, slides 28 and 29
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This is a candidate to test, not a guaranteed winner. The evidence arrives when real people respond.
Now write one
Your opening line, for the same offer
Five writing prompts inspired by the Hook Sheet, checked in your browser as you type. These simple wording checks cannot verify a claim or predict performance. Read the suggestions, then test the idea. Your draft stays on this page and disappears on reload.
What the checklist looks at
- A concise draft: twelve words or fewer is a writing prompt, not a timing rule.
- Contains a word from this fictional freelancer offer’s vocabulary.
- Flags a short list of absolute words for an evidence check.
- Checks whether the opening begins with a common product introduction.
- Looks for wording patterns that may suggest a hook shape.
MORE WHERE THIS CAME FROM
The lab adapts the public workshop’s fictional scenarios into new practice exercises. Take the same thinking into your next campaign with a practical workshop, planning tools and creative prompts.
AFTER THE PRACTICE
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Build on what you have learned with campaign strategy, creative development and hands-on execution from our team.