Creative performance

For each trigger below: what happened, where to go, how to read it, the decision you’re making.

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What’s actually working in my creatives — and what’s a pattern I can brief from?

Trigger: You need to brief creatives without guessing. You want patterns — headline structures, caption lengths, formats — that drive performance, not gut instinct. Go to: Creative Deep Dive Analyses performance at the copy-element level — not just which ad performed, but why. Five analysis lenses (Group By) Workflow: Analyze → Identify → Brief → Repeat

1. Start at Ad ID, sort by spend. Are top-spend ads also top-CTR?
2. Click into your top 3 ads — check Age & Gender breakdown. A single creative may be carrying one demographic segment.
3. Switch to Title, sort by CTR. Note the structure of your top 5.
4. Switch to Body — do longer or shorter captions correlate with conversion?
5. Bring patterns into your next brief.

Decision: Which creative patterns go into my next brief, and which should I retire?

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Which ad format performs best — video, image, or carousel?

Trigger: Allocating creative production budget, or running a mix and want to know which format converts vs. just gets clicks. Go to: Creative Deep Dive → Group By: Creative Asset Check CTR and ROAS by format. High CTR + lower ROAS → strong for awareness, weak for conversion. Lower CTR + higher ROAS → closing purchases efficiently. Chart Builder: Meta Ads — Creative Format breakdown · Measures: ctr, roas, conversions, ad_spend · Dimension: creative_format. Decision: Where do I allocate production budget — and should format choice vary by funnel stage?

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Which placements are delivering, and which are wasting spend?

Trigger: Reviewing where ads actually run (Feed, Stories, Reels, Audience Network, Search, Display) — looking for placements consuming budget without converting. Go to: Marketing → Meta Ads → Placement & Device Breakdown Chart Builder:

• Meta — Placement & Device breakdown · Measures: ctr, roas, ad_spend, conversions · Dimension: placement · Breakdown: device_category.
• Google — google_ads_placement_datamodel · Measures: roas, cpa, conversion_rate, ad_spend · Dimension: placement_display_name · Table sorted by ad_spend desc.

Placements with significant spend and low ROAS → exclusion list candidates. Decision: Which placements go on the exclusion list, and which need a bid modifier bump?

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What search terms are triggering my Google ads — and are they relevant?

Trigger: Search campaigns running, and you want to verify spend isn’t leaking to irrelevant queries. Chart Builder: google_ads_searchterm · Measures: ad_spend, conversions, roas, ctr · Dimension: search_term · Table sorted by ad_spend desc.

• High spend, zero conversions → negative keyword candidates
• High ROAS, not yet added → keyword opportunities

Decision: Which search terms become exact-match keywords, and which go on the negative list?

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