Hook rate
The percentage of viewers who watch past the first 3 seconds of a video — a leading indicator of whether a reel will earn paid distribution.
On Meta, anything above ~30% on cold traffic is healthy. NYX targets 40%+ on tier-1 creatives.
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LET'S TALK →* GLOSSARY
D2C content terms
in plain English.
The metrics, formats, and frameworks we use with NYX brand partners — written so a founder can brief us without a marketing degree.
Thumb-stop ratio
The share of a feed audience that stops scrolling on a piece of content long enough to register the brand — measured as 3-second views divided by impressions.
A close cousin of hook rate, but feed-scoped. Used as a creative diagnostic, not a campaign KPI.
ROAS (Return on Ad Spend)
Revenue generated per rupee of ad spend, calculated as attributed revenue divided by ad spend over a defined window.
For D2C in India, a sustainable Meta ROAS depends on AOV — fashion brands often run at 2.5×, premium food at 3.5×+.
CAC (Customer Acquisition Cost)
The total marketing and sales cost to acquire one paying customer over a given period.
Always pair CAC with LTV. A high CAC is fine if LTV is several multiples higher; a low CAC means nothing if customers never re-purchase.
LTV (Lifetime Value)
The total gross profit a brand expects from one customer across the entire customer relationship.
For young D2C brands, use a 12-month proxy LTV — anything longer is too noisy to act on.
AOV (Average Order Value)
The mean revenue per order, calculated as total revenue divided by order count over a period.
Bundles, upsells, and threshold-based free-shipping are the three highest-leverage AOV moves for D2C brands.
CPM (Cost per Mille)
The cost to deliver one thousand impressions of an ad — the primary auction-driven cost on Meta and TikTok.
Indian D2C CPMs on Meta typically sit between ₹80 and ₹400 depending on audience, category, and creative quality.
CPC (Cost per Click)
The cost per outbound click an ad generates, calculated as ad spend divided by clicks.
A diagnostic metric, not a goal — chasing low CPC without watching conversion rate is a fast path to wasted spend.
Creative refresh cadence
The frequency at which a brand introduces new ad creatives to combat audience fatigue and CPM creep.
NYX standard: refresh top-of-funnel creative every 7–14 days on Meta, slower on TikTok where evergreens compound.
Attribution window
The time window in which a click or view on an ad is credited with a downstream conversion.
Meta defaults to 7-day-click + 1-day-view. Shortening this is the fastest way to understand incrementality without an MMM build.
D2C (Direct-to-Consumer)
A retail model in which a brand sells directly to end customers — usually via its own website or marketplaces — without a wholesale or distributor layer.
India's modern D2C wave began around 2015 with brands like boAt and Mamaearth, accelerated post-2020 by Shopify, Razorpay, and Meta CAPI adoption.
Reel
A short-form vertical video (15–90 seconds) distributed on Instagram, Facebook, and YouTube Shorts, designed to maximise organic reach and watch time.
Reels are the dominant top-of-funnel format for D2C brands in 2026 because Meta still over-distributes them in feed and Explore.
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