At a glance: Use the Creative Optimization Overview dashboard to analyze creative performance, so you can choose the most effective creatives and maximize the impact of your campaigns.
About the Creative Optimization Overview dashboard
The Creative Optimization dashboards let you measure the performance of your creatives by pulling all your creatives from all media channels into one place. Analyze their performance by selected dimensions, across multiple campaigns, channels, and more, to gain critical insights before planning, selecting, and producing your next batch of creatives.
Creatives are an essential part of campaign effectiveness and a powerful performance-optimization lever for User Acquistion (UA) efforts. The Creative Optimization Overview dashboard gives UA and marketing managers all the tools needed to analyze creative performance for the purpose of optimizing campaign effectiveness.
Use the dashboard to see your data laid out visually in a variety of information-packed graphs and a detailed table so you can:
- See your highest/lowest performing creatives by essential metrics such as impressions, click-through rate (CTR), installs per mille (IPM), cost per install (CPI), in-app events, and much more.
- Optimize your ad spend.
- Discover what truly resonates with your audience.
- Identify patterns, trends, and features that drive optimal engagement.
- Detect creative fatigue and take action.
- Understand what works best on specific channels.
- See creative performance over time.
- And more
Get started
If you haven't configured Creative Optimization yet, you can find instructions on how to do so here. Once set up the Creative Optimization dashboards are updated once daily.
Note: Cost data metrics are displayed differently in the dashboards depending on whether or not you have an AppsFlyer ROI360 subscription. Learn more
Charts
Use the charts to get quick, at-a-glance visual representations of nearly limitless combinations of data.
Chart types
| Chart type | Description |
|---|---|
| Top creative distribution |
View the top 5 distributions of various dimensions by metric combinations. Choose the chart view type:
Choose the dimension you want to view distribution for:
Choose the distribution metric:
|
| Creative segments |
Segment your creative data any way you want with this flexible graph that offers vast combinations and analytical possibilities. |
| Comparison graph |
The comparison graph lets you view various combinations of dimensions and metrics (up to 3), and compare them side by side. Hovering over the graph displays detailed information, and you can check/uncheck creatives you want to include/exclude. You can group by dimensions including:
by * A minimum date range of 3 days is required. Use case ideas
|
| Stacked graph |
The stacked graph is a great way to measure creatives and a wide variety of other dimensions against each other. It provides a visual representation of the relative and total performance allocation over time, so you can gain actionable insights. The data can be viewed as a percentage or numeric value (by way of a toggle). The graph displays the selected dimension as a separate color for a powerful visual of the total performance allocation picture. Hover over any part for a detailed view. You can group by dimensions including:
Use case ideas
|
See a list of definitions for both standard metrics and metrics unique to Creative Optimization.
Table
Use the table to drill down on the details. Group by various dimensions or customize table settings to add additional dimensions and metrics to the table, then sort, view, and compare data to get the insights you need.
Table layout
The following image shows the default table view, which displays creatives according to the selected filtering criteria. The letters in the image correspond to the letters and descriptions in the table that follows.
| Item | Description | |
|---|---|---|
| A | Group by |
Available grouping options include Creative, Ad, Ad ID, Adset, Adset ID, Agency, App, Campaign, Campaign ID, Channel, Creative age, Creative similarity, Creative type, Duration, End card dimensions, First seen, Geo, Media source, Month, Orientation, Platform, Resolution, Week, and custom dimensions. See an in-depth list of metric/dimension definitions. Note: Creative is the leading dimension and can only be displayed as the first or second column in the table, meaning, if you select a different leading dimension, the Creative dimension will be displayed as the second column. Creative can’t be removed from the table. Creative similarity and all the End card dimensions can only be displayed in the first column. |
| B | Show only creative with preview |
Preview options include:
|
| C | Lets you change the height of the rows in the table. | |
| D |
Expands or collapses all aggregated rows* in the table. *This refers to a row containing individual rows of data. |
|
| E |
Opens the Table settings dialog box, allowing you to:
|
|
| F |
Downloads the table as a CSV file, based on the selected filters. The included dimensions, metrics, and sorting are based on the dashboard setup as well. You can choose to only export the main aggregated rows or all the row-level data that comprises the aggregated rows. |
|
| G | Side panel |
Displays a preview and the following metadata for a selected creative:
To open the side panel, do one of the following:
|
| H |
Each aggregated row displays a counter indicating the number of rows that comprise the aggregated data. Expanding an aggregated row displays the additional rows and a breakdown of data. |
|
| I |
A dimension can display a counter indicating, for example, the number of campaigns in an aggregated row. In the Campaign column,(+3) indicates that there are three additional campaigns. Hovering on the counter displays the details. |
|
| J |
Clicking a column heading (for example, Installs) sorts the table according to the selected metric, in either ascending or descending order. The sorting option only applies to metrics columns. |
Table settings
Customize the table by clicking theicon on the upper right and adding additional dimensions/metrics to the table, including the following:
- Dimensions: Creative, Ad, Ad ID, Adset, Adset ID, Agency, App, Campaign, Campaign ID, Channel, Geo, Platform, and custom dimensions. Unique dimensions: Creative age, Creative similarity, Creative type, Duration, month, week, Orientation, and Resolution. Learn more about unique dimensions.
-
Metrics: CPM, Number of ads, ROAS, Retention, Revenue, Unique users.
See an in-depth list of metric definitions. -
Partner metrics - These are metrics that come directly from integrated partners (such as Meta ads, Google Ads, and AppLovin, TikTok, etc.) and don't come from AppsFlyer. You can choose to view creatives by some of the following partner metrics on the table:
- Impressions
- Clicks
- Cost
- Installs
- IPM
- CVR
- CTR
- eCPI
- CPM
Note: Partner metrics appear with a "Partners" indication next to them.
-
In-app events
Use this data to understand the effect of specific creatives on in-app event performance. Calculated metrics for each event include:- Event revenue - This refers to LTV (lifetime value) revenue
- Event count - The number of events
- Event unique users - The number of unique users who performed the event
- Event CPA - This is the cost per action (event) and refers to the amount spent in advertising per event
-
End cards - This refers to static ads that may display at the end of video ads, and which usually contain basic information about the promoted app, including a link to download it. You can view creatives by the following end card data:
- End card
- End card duration
- End card resolution
- End card orientation
- End card type
Notes:- End card data is available for the following partners: AppLovin, IronSource, Moloco, UnityAds, Snap, and YouAppi.
- End cards can be the first or second dimensions in the table only.
- Currently, only ironSource, Unity Ads, and Snap provide the unique end card names. For all other partners, the end card names will appear identical to the creative names in the dashboards.
*Note that metrics will show in the individual data rows, which are displayed under the aggregate rows in the table.