> ## 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.

# Creative performance

> Triggers for building creative briefs grounded in Ocular performance data — title, body copy, asset, format, placement, and search-term breakdowns.

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

## 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? |

**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.

<Tip>
  At Title, Body, and Description level you see aggregated performance per unique copy string — useful for themes, not just individual winners.
</Tip>

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

***

## 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 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?

***

## 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

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

## Next

<CardGroup cols={2}>
  <Card title="Products, returns & discounts" icon="box-open" href="/overview/start-with-the-question/products-returns-and-discounts">
    Return rates, discount depth, product trends, AOV.
  </Card>

  <Card title="Back to overview" icon="circle-question" href="/overview/start-with-the-question">
    All categories and the quick reference table.
  </Card>
</CardGroup>