Know which ads to scale before your ROAS stabilizes.
The Performance Signal Index identifies scalable Meta ads within the first 7 days of spend. Cut losers earlier. Scale winners faster. Stop guessing.
Sample Signal OutputAD-0847 · Day 4
Exposure
Scale
Click velocity
Test
Intent density
Scale
Checkout
Kill
Purchase
Scale
See how your ads score.
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The Problem
Most brands wait too long to know which ads deserve budget.
ROAS is the standard metric for evaluating Meta ad performance. But ROAS requires purchase volume to stabilize, and that takes time. For most ecommerce brands spending between $10K and $100K per month, reliable ROAS data does not appear until 7 to 14 days into a campaign. Some product categories take even longer.
During that waiting period, budget drifts into ads that may never perform. Creative teams debate instead of decide. Scaling happens too slowly, and losing ads run too long. The delay between launching an ad and knowing whether it works is where most ad spend gets wasted.
The Performance Signal Index was built to close that gap.
The Approach
Measure progression, not just purchases.
Instead of waiting for ROAS to stabilize, the Performance Signal Index tracks how efficiently users move through five behavioral funnel stages: Exposure, Click Velocity, Intent Density, Checkout Progression, and Purchase Confirmation. Each stage produces a signal that indicates whether the ad is generating the right kind of attention and engagement to eventually convert at scale.
By analyzing progression velocity across these stages within the first days of spend, PSI identifies patterns that predict long-term ad performance before purchase data accumulates. Ads that show strong upstream signals but weak checkout progression, for example, may need landing page optimization rather than a budget cut. Ads with weak exposure efficiency are unlikely to improve regardless of budget.
The result is a clear Scale, Test, or Kill verdict for every ad, every week, based on behavioral data rather than incomplete conversion data.
Three Core Components
Component 01
Early Intent Engine
Identifies buying behavior before purchase volume stabilizes. Tracks upstream intent signals that predict conversion outcomes.
Component 02
Seven Day Signal System
Forces clear scale or kill decisions within the first week of ad spend. Prevents budget from drifting into underperforming ads past the decision window.
Component 03
Kill Scale Method
The decision enforcement layer. Eliminates ambiguity in ad decisions and enforces capital efficiency across the entire ad account.
Who This Is For
Built for ecommerce brands spending on Meta.
The Performance Signal Index is designed for direct-to-consumer ecommerce brands running Meta ads with monthly ad spend between $10K and $300K. It works best for brands that test multiple creative variations weekly and need faster clarity on what to scale and what to cut.
PSI was built by Hey Frankie, a growth agency that has managed over 12,000 ad campaigns across DTC brands in apparel, beauty, wellness, home goods, food and beverage, and subscription commerce. The framework is informed by data across these verticals and refined through hands-on execution, not theory.
See what your ads are telling you.
Request access and we will show you how the Performance Signal Index would read your current Meta ad account.
No commitment. No pitch deck. Just the signal.
Something went wrong. Email ryan@heyfrankie.com instead.