Myth: "Kill any creative that loses money on day one"

Myth: "Kill any creative that loses money on day one"

Classic newbie reflex. Trench note: half my best skin-care winners were red on day 1.

Native and social need data to optimize. You're paying tuition the first 24-48h while the algo finds your buyer. Pull the plug at hour 18 and you killed a winner before the platform ever found product-market fit.

— Set a kill rule by spend, not by clock: 1.5-2x payout spent, zero conversions = cut.
— Below that threshold, you're reading noise, not signal.

The real leak isn't "keeping losers too long." It's killing on emotion before statistical significance exists. Write the kill number down before launch so 2am-you can't override it.

Go test it.