Creative analytics

Creative analytics is the Creatives library read as a set of decisions rather than a gallery. Same ads, same data — but ordered the way a media buyer actually works: what’s the verdict, what do I act on now, what’s decaying, am I testing fast enough, and what kind of creative is winning.

Pick one metric first#

Everything on the page is ranked by a single metric you choose at the top: ROAS, CPA, CTR, CPM, CPC, or Conversions. ROAS is the default and the right starting point for most ecommerce accounts; switch to CPA when revenue isn’t tracked, or CTR when you’re judging creative appeal rather than the funnel behind it.

Changing the metric re-sorts the whole board. That’s deliberate — the ad that’s best on CTR is often not the one that’s best on ROAS, and seeing that flip is itself the insight.

Narrowing the view#

The toolbar scopes what’s included:

• Platform — one network or several.
• Lifecycle — active, paused, retired, draft, or archived. Starts on active.
• Angle — the creative promises found in your account, drawn from your own tagged creatives rather than a fixed list.
• Period — the date window the analytics are measured over.

Reading the board#

Verdict#

The headline: how the account did over the period on your chosen metric, the trend against the prior period, and how much spend was wasted.

Act now#

The short list, split two ways:

• Cut or fix — creatives spending real money without earning it back.
• Scale — creatives outperforming the account and worth more budget.

This is the section to work first. Select a row to locate it on the chart, or click through to the creative itself.

Fatigue#

Creatives whose click rate is sliding week over week while cost per conversion climbs — the classic fingerprint of an ad that’s worn out its welcome. A winner in fatigue is a replacement you need to brief now, not after it stops working.

Velocity#

How fast new creatives are entering the account. Low velocity is the quiet killer: an account that stops launching new creative stops learning, and its performance decays on a lag you won’t see for weeks.

What’s winning#

The breakdown, across four lenses:

Angles and hooks are ranked because you want the winner. Formats and platforms are shown against spend allocation because the interesting finding there is a mismatch — the format that performs best getting the smallest share of budget is a decision waiting to be made.

Mix#

How your spend is distributed across the library, so you can see concentration risk: an account where three creatives carry 80% of spend is one fatigue event away from a bad month.

Common flows#

• Monday triage. ROAS, last 7 days, active only. Work Cut-or-fix, then Scale, then check Fatigue for what to brief.
• Decide what to make next. Switch to the Angles breakdown, find the promise that wins, then check whether you’re actually spending behind it.
• Catch a stall. If Velocity has flattened, the fix isn’t optimisation — it’s new creative.
• Fix a spend mismatch. Formats view: if video outperforms image but takes a third of the budget, that’s your next reallocation.