How to Analyse Meta Ad Creative: Three Ways to Make Better Decisions
You can see which ads have the lowest CPA. But can you explain why they’re working, whether they’re still working, and what your creative team should make next?
Join us for a practical webinar with Harry Gadsby, performance marketer and co-founder of Pengwing, exploring three ways to analyse Meta ad creative and turn performance data into a clearer creative brief.
Harry’s experience spans 100m+ in advertising spend, working across brands including Holland & Barrett, eBuyer, Octopus, ZOE and Voy, formerly Manual.
We’ll work through three approaches, from tracking individual ads over time to identifying patterns across your creative library.
What we’ll unpack
1. Rolling CPAs: understand how performance is changing
An ad’s lifetime CPA can hide what’s happening today. We’ll look at rolling performance windows to understand whether a creative is improving, holding steady or starting to decline, and how spend and conversion volume affect the conclusions you can draw.
2. Naming conventions: make your account easier to analyse
A consistent naming convention helps you compare creative across formats, concepts, hooks and other variables. We’ll explore what to include, how to keep it manageable, and how to turn ad names into useful analysis.
3. Tagging and personas: find patterns you can build on
Individual winners only tell part of the story. We’ll explore how tagging creative by its message, angle and intended customer persona can help you identify recurring patterns and develop more informed hypotheses for your next round of testing.
Across all three approaches, we’ll discuss a central question: does the data support your conclusion, or are you reading too much into it?
What you’ll walk away with
Three practical approaches you can apply to your own Meta creative analysis.
A clearer understanding of what each approach can tell you and where its limits are.
Ideas for organising your ads so meaningful comparisons become easier.
A way to turn performance findings