How are your image templates really performing on Meta? With Creative Insights, you can finally see their performance in one place.
See how your templates perform across Meta ads, compare them side by side, and explore performance trends over time. Get the insights you need to see how each template performs and make more informed creative decisions.
No more digging through individual ads or piecing together reports just to understand your templates’ performance.
🗒️ Note: Creative Insights is in Beta. It currently covers Meta ads and image templates only.
Where to Find Creative Insights
Go to Meta → Creative Insights in the Ad Signals platform. Creative Insights has its own dedicated page, separate from Creative Factory. While Creative Factory is where you create and apply templates to your ads, Creative Insights is where you track their performance.
When you open the page, you’ll see a table of rows, each showing the templates used together on your ads, with their Meta performance metrics. Select one or more rows to open a side panel with a chart showing how their performance develops over time.
What you can do with Creative Insights
💡 See how your templates perform. Get a clear view of key Meta performance metrics for each image template, without piecing together data from individual ads and reports.
💡 Compare template performance side by side. Evaluate your templates using the same metrics and timeframe. Select multiple rows to compare their results in a single chart and spot differences in performance.
💡 Track performance over time. Follow daily performance trends, compare results with the previous period, and see how your templates’ performance develops over time.
💡 Review performance alongside template changes. See when a template was updated directly in the performance chart. Compare results before and after the change to identify shifts worth investigating.
💡 Make more informed creative decisions. Use performance data to identify templates that deserve attention and decide what to explore, test, or improve next. Bring these insights into discussions with designers, brand teams, or clients to support feedback and creative planning.
Understand the template table
Each row shows the templates that are used together on your ads (up to three, one for each aspect ratio: 1:1, 4:5 and 9:16).
For each row you see:
Thumbnails and names of the templates
Spend, impressions and clicks
Ads with delivery
CTR, CPC and CPM
You can sort the table by any column.
Customize your performance view
These settings apply to both the table and the chart:
Ad account: Creative Insights shows one ad account at a time. Results are never added up across accounts, markets or currencies.
Period: Choose the last 7, 14 or 30 days, or set a custom date range. Previous-period comparisons use the same number of days immediately before your selected period.
Filter: narrow the results down to specific campaigns or ad sets.
Compare templates in the side panel
Select one or more rows in the table.
A side panel opens with a chart. Each selected row is represented by its own line, allowing you to compare how different templates perform over the same period.
By default, the chart shows CTR. Use the metric selector to switch to any other metric from the table.
When you select a single template, a dotted line shows its performance during the previous period, making it easier to compare trends over time.
Under the chart, you’ll find a short summary for each selected row: spend and impressions, and the selected metric if it is not spend or impressions. Each value shows its percentage change compared to the previous period of the same length.
Spend and impressions provide context on how much delivery is behind the results. For example, a high CTR based on a small number of impressions may be less meaningful than the same CTR based on a much larger number.
🗒️ Good to know: If a selected row had no delivery during the chosen period, the panel shows a message instead of a performance line.
Track performance after template changes
Want to understand how a template performed after an update? Creative Insights helps you put performance trends into context by showing when changes were made.
Select one or more rows in the table.
A side panel opens with a chart.
The performance chart includes markers on the days when something changed: a new version of one of the templates was created, or a new aspect ratio was added to the row.
Markers show when a change happened, not what changed. Use them to compare performance before and after a change and identify shifts worth investigating.
This gives you a clearer starting point for evaluating creative updates and deciding whether further adjustments or testing might be useful.
🗒️ Good to know: A change in performance after a template update doesn’t necessarily mean the update caused it. Other factors, such as audience, budget, or campaign delivery, may also influence the results.
Understanding performance metrics
Metric | What it shows |
Spend | How much you spent on ads using the templates in the period |
Impressions | How many times those ads were shown |
Clicks | How many clicks those ads received |
Ads with delivery | How many ads using the templates were shown in the period |
CTR | Clicks divided by impressions |
CPC | Spend divided by clicks |
CPM | Spend per 1,000 impressions |
The numbers come from your Meta campaign statistics. Money values are shown in the currency of the ad account. History starts with the launch of Creative Factory.
Good to know
Creative Insights shows results, not reasons. It helps you see which templates perform differently and when something changed. Results are also affected by other things, such as budget, season or campaign settings, so use the numbers as a starting point for your evaluation and your next decision.
Meta and image templates only. Other channels and video templates are not included.
Results are shown per row, not per single aspect ratio. Each row groups the templates that ran together on the same ads, for example your 1:1, 4:5 and 9:16 designs. Meta does not tell us which aspect ratio was shown in which placement, so we cannot split the results by aspect ratio. The numbers in a row cover all the templates in it together.
Each ad is counted once. Every ad belongs to exactly one row, so the numbers in different rows do not overlap.
Template names. There is no single name for the entire row yet. The name shown is taken from one of its aspect ratios (the 1:1 one, or the first created if there is none), so some names may look unusual. If you rename that aspect ratio in Creative Factory, the name will also update in Creative Insights.
How rows are formed. Templates that were used together on the same ads are shown as one row. This is done automatically. If an ad fits more than one existing row, it is counted under the oldest one. When you apply additional aspect ratios, a row can grow, and rows can be merged into the oldest one. For the best and most predictable results, follow the recommended setup in Chapter 5: Best practices for using multiple ad formats.