What is Creative Analytics?

Our Creative Analytics feature provides granular insights into creative performance, helping you manage, iterate, and scale your highest-performing campaigns.

This page offers a streamlined, cross-platform view of ad creative performance, making it easy to understand what is working and what is not.

By default, everything on the Creative Analytics page is based on Accrual Performance (Cash Snapshot is not supported), with:

• Date range: Last 7 Days
• Attribution Mode: Clicks + Modeled Views
• Attribution Window: 1-day click / 1-day view

Creative Analytics Walkthrough Video

Below you will find a walkthrough of our Creative Analytics Page that dives into many areas, including:

• Saved Views/States
• Choosing Your Metrics
  • Metrics are displayed on a sliding scale from Red (negative) to Green (positive)
• Analyzing Creative Cards
• Search for Specific Ads
• Hide Inactive Ads

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Recommended settings for your view:

• Sort by Spend (top-down), which will show:
  • Which ads are consuming the majority of the media budget?
  • Which ads are driving the most impact?
• Key Metrics: CTR, CPM, ECR (1-day), CAC (1-day) or ROAS (This is the # Northbeam pull based on your data)
  • ECR (e-commerce conversion rate): What is my conversion rate on this ad?

Creative Analytics: Visual Coverage Notes

Creative Analytics is designed to help you understand which creatives are driving performance, across platforms and formats. In most cases, you will see both the creative card and its associated performance metrics.

Some ad formats, however, are dynamically created at the time of delivery. This means the exact creative a user sees can vary based on placement, audience, or product availability. Because there is no single “source of truth” creative in these cases, ad platforms may not provide a static preview that can be displayed.

When this happens, Northbeam will still show the creative card and complete performance data, even if a visual preview is unavailable.

Dynamic Creative

Creative previews are not supported for ad types where assets are dynamically assembled at serve time, rather than existing as a single, static creative. This includes any ads that mix, rotate, or generate creatives based on factors like placement, audience, product availability, or feed-based inputs.

Common examples include:

• Meta Dynamic Product Ads (DPAs) and Dynamic Creative
• Ads using multiple headlines, descriptions, or images
• Feed-based or product-driven campaigns (e.g., Google Demand Gen with product feeds)
• Programmatic and fully dynamic formats, such as AppLovin ads

Because these creatives are generated uniquely per impression, a single preview would not accurately represent what was shown to users. As a result, platforms may not expose static creative assets or may return incomplete or non-representative previews.

When this occurs, Northbeam will still display the creative card and full performance data, even if a visual preview is unavailable.

What to Keep in Mind

• Performance data is always accurate and complete, even when a visual preview is unavailable
• You will still see the creative card, spend, and downstream impact
• These behaviors are driven by ad platform delivery models and API constraints, not tracking gaps
• Creative Analytics uses accrual performance by design to ensure consistency across reporting

Bottom line:
Creative Analytics is optimized to help you understand what drives results, not just how a single creative appears. When visuals are unavailable, the performance insights remain fully intact and actionable.

Creative Analytics FAQ

Which platform are available to view in Northbeam?

• Northbeam's Creative Analytics tool is available for Facebook, Instagram, Snapchat, TikTok, Google, Pinterest, and YouTube.

How do I use the Charts in Creative Analytics?

• Charts allows you to compare the performance of multiple multiple ads as either a line graph or bar graph.
• All you have to do is:
  1. Select up to 6 ads by clicking the checkbox labeled Show in charts
  2. Pull up or double click the Charts at the bottom of the page, and you should be able to compare the selected ads with the key metric and additional metrics selected

How do I share the Creative Analytics dashboard?

• On the left panel, click on Creative Analytics
• On the top right of the page and click Share , which will copy a link of the exact dashboard view to your clipboard

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Please Note

To open the copied dashboard link, the receiver will need to be a registered Northbeam user. Please follow these steps to add additional account managers.

✅ Onward

Northbeam's Creative Analytics feature gives you a focused, cross-platform view of how your creative ads are performing.

Now that you know what's capturing attention, it's time to dive into our Orders feature and understand the path to purchase.