Meta unveiled two new creative analytics features in its Business Suite platform, expanding the Account insights dashboard with Creative Freshness and Creative Mix reports. These tools aim to help advertisers better understand and optimize their creative strategy.
Creative Freshness Insights
The new Creative Freshness metric provides valuable data on creative asset implementation, displaying the average number of weekly new creatives through an intuitive graph. Meta defines a creative as a unique asset combination, which encompasses various media elements including images, videos, and text components.
According to Meta, regular introduction of new creatives helps prevent creative fatigue and can lead to reduced cost per result. This insight enables advertisers to track their creative refresh rate and optimize their content strategy accordingly.
Creative Mix Analysis
The Creative Mix feature presents a comprehensive view of advertising spend distribution across different media formats. Through a pie chart visualization, advertisers can monitor their spending percentage across various creative formats.
Meta emphasizes the importance of utilizing diverse media formats, suggesting that a balanced mix of images and videos can potentially enhance conversion rates. This tool provides advertisers with a quick and efficient way to assess their current creative spending distribution and make informed adjustments to their media strategy.
