For each trigger below: what happened, where to go, how to read it, the decision you’re making.Documentation Index
Fetch the complete documentation index at: https://docs.ocular.dev/llms.txt
Use this file to discover all available pages before exploring further.
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)| Group By | What you’re looking for |
|---|---|
| Ad ID | Per-ad performance. Click in to see age/gender, placement, device, region, hour breakdowns. |
| Title | Question vs. declarative vs. urgency. High-CTR title patterns become your brief template. |
| Body | Caption length, tone, social proof, discount framing. Which style drives add-to-carts? |
| Description | Often overlooked. Price mentions, CTA placement, offer reinforcement. |
| Creative Asset | Static vs. video, lifestyle vs. product-only, UGC vs. studio. Which formats drive CTR vs. ROAS? |
- Start at Ad ID, sort by spend. Are top-spend ads also top-CTR?
- Click into your top 3 ads — check Age & Gender breakdown. A single creative may be carrying one demographic segment.
- Switch to Title, sort by CTR. Note the structure of your top 5.
- Switch to Body — do longer or shorter captions correlate with conversion?
- Bring patterns into your next brief.
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?
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 byad_spenddesc.
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.
search_term_status | Meaning | Action |
|---|---|---|
| None | Triggered ad but not an added keyword | High ROAS → add as exact match |
| Excluded / Negative | Already excluded | No action |
| Added | Already a keyword | Check vs. expectations |
- High spend, zero conversions → negative keyword candidates
- High ROAS, not yet added → keyword opportunities
Next
Products, returns & discounts
Return rates, discount depth, product trends, AOV.
Back to overview
All categories and the quick reference table.