Tutorial: Understanding the Frequency vs Performance view
The Frequency vs. Performance graph helps you evaluate how often certain creative elements appear in your ads and how well they perform. It’s a quick way to spot which elements are helping—or hurting—your campaign goals.
How to Read the Graph:
Each point on the chart represents a specific creative element (like a color, object, or text style).
The horizontal axis (Frequency) → How often this element appears in your ads.
The vertical axis (Performance) → How well this element performs based on your selected KPI (e.g., CTR, ROAS).
The performance score for each creative element is an average across all ads that include it, helping you see its overall impact across your campaigns.
What the Quadrants Mean:
📈 Top Right (High Frequency, High Performance) → These elements appear often and drive strong results. They’re your creative MVPs—keep using them!
🔍 Top Left (Low Frequency, High Performance) → These elements perform well but aren’t used often. Consider testing them in more ads to see if they scale.
⚠️ Bottom Right (High Frequency, Low Performance) → These elements show up a lot but aren’t driving great results. You might want to reconsider their usage or tweak how they’re presented.
❌ Bottom Left (Low Frequency, Low Performance) → These elements are rare and underperforming. They likely aren’t worth incorporating into future creatives.
How to Use These Insights
Client Recommendations: Use this data to make informed creative suggestions backed by performance trends, helping clients optimize their campaigns.
Internal Pacing & Strategy: Identify which creative elements are over- or under-utilized, ensuring your creative mix aligns with what actually drives results.
Creative Testing: Double down on high-performing elements and phase out what isn’t working to continuously refine your approach.
The goal is to align elements closer to the center diagonal, meaning their frequency and performance are in balance. If something is used a lot but underperforms, it might need adjusting. If something is high-performing but rare, it could be worth scaling up.
Use this view to refine your creative strategy, test new ideas, and ensure your ads are optimized for success! 🚀