How to read a ROASTED report in five minutes

A ROASTED report is designed to be read top-to-bottom in five minutes and acted on the same day. Here’s what each part means.

1. The health lights

Five traffic lights at the top — Tracking, Fatigue, Concentration, Pipeline, Budget focus — each with a one-line reason. Deliberately no “score out of 100”: a single number would fake a precision the data doesn’t have. Lights tell you where to look first.

2. The summary

Every sentence is a measured fact: how many ads were excluded for having too little data to judge (yes, we tell you that), your account’s averages, how this period compares to the previous one, which video quarter loses the most viewers across your whole account, whether budget is leaking into fatigued ads.

3. Scale / Kill cards

Each ad gets a full paragraph with its thumbnail: the conclusion, its rank in the account, how it moves through the funnel, its video retention, its direction over time — and a Numbers line with the raw figures so you can verify every claim. If the same creative performs 1.8× better in another ad set, the card says so: the creative works, the audience is the problem — before you waste money reshooting.

4. The action plan

A shooting brief timed by your own account’s retention curve: what the first 3 seconds must do, where your videos statistically lose people, how long to make the next one — plus extra angles derived from your data, like a variant aimed at your best-performing but underfunded age group.

5. The numbers at a glance

Charts — daily spend vs CTR, the average retention curve, segment breakdowns — and a budget reallocation table with an estimate: moving this much from the “kill” group to the winners buys roughly this many more clicks for the same money. Marked as an estimate, because that’s what it is.

Everything above is computed deterministically from your data. Same input, same report, every time — and it takes seconds, not minutes.