There’s been a big update from Meta, and it’s one every ads manager should have on their radar. The platform has introduced three new (well… two new) creative performance metrics to help brands get a clearer picture of how their ads are performing and, more importantly, how audiences are reacting to them. 

First up is Creative Fatigue, which highlights when your audience has seen the same ad too many times. While this isn’t a brand-new concept, Meta has improved the metric to dig deeper into why a particular ad or asset is being flagged. It’s a helpful reminder to keep your content fresh and avoid wasting budget on ads that are starting to feel repetitive.

Next is Creative Similarity, which spots ads that look too alike and groups them together. This makes it easier to see where your campaigns might be lacking variety. 

Finally, Top Creative Themes analyses your ads and sorts them by themes such as humour, nostalgia or social proof, helping you understand which creative styles are connecting best with your audience.

There was, however, a recent bug where Meta started grouping ads from old campaigns, even if they weren’t actually similar. TIP: Check your campaigns regularly (ideally every day) to make sure you’re not being affected by any platform bugs that could hurt performance. A quick check can save you time, money and a hell of a lot of confusion later on.

The main takeaway from these updates is that creative is still leading the way in PPC and paid social. While automation and AI continue to develop across Google and Microsoft Ads, it’s the creative that grabs attention and drives action. 

Strong visuals, clear messaging and regular testing are what separate high-performing campaigns from the rest, and Meta’s latest update gives advertisers even more insight into how to improve them.