How do I get AI suggestions for one creative?
Click AI Review on a creative to get scores, its main problem, action items and test ideas, plus a deeper look at a video's opening seconds.
Open the review
- Open the Ad Performance tab in Creative Lab and find the creative in the table.
- Click AI Review at the start of its row, next to the picture. Its tooltip reads Get AI-powered analysis and improvement suggestions.
- A window titled AI Improvement Analysis opens, with the creative's name under the title. While the AI works, it reads Analyzing ad performance and generating improvement suggestions...
- To close the window, click the X in the top right corner, click outside it or press Esc.
If the table has no AI Review buttons, their column is hidden. Click the column icon above the table (tooltip Show/Hide Columns) and tick the first box in the list, the one without a name. See How do I sort the creatives and choose the columns in Creative Lab?.
What the AI works from
- The creative's numbers from the table: spend, ROAS, sales, orders, impressions, Clicks, CTR and CPC, plus Hook Rate and Hold Rate for a video. For ROAS, sales and orders it takes whichever figure is higher, the TrueROAS one or the one Meta reports.
- The creative's picture, when it has one. For a video, the AI looks at its thumbnail, not at the video itself. To have the AI watch the video, use Deep Analyze Video Hook, described below.
What each number means is explained in What do the numbers on the Ad Performance tab mean?.
Read the review
The window shows these parts from top to bottom. On screen, the section names are written in capital letters.
A coloured box with an icon and a headline gives the AI's verdict. The verdict word itself is not shown, so read it from the colour:
| Colour and icon | What the AI suggests |
|---|---|
| Green with a rocket | Scale the creative |
| Blue with sparkles | Optimize it |
| Orange with a test tube | Keep testing it |
| Red with a warning sign | Pause it |
A green tag under the headline can show the gain the AI expects, for example +30-50% ROAS.
Then come scores from 0 to 100, each with a bar. A score is green from 70, orange from 40 and red below 40.
| Score | What it rates |
|---|---|
| Overall | The creative as a whole. When the AI also looked at the picture, it is the average of its overall rating and Visual. |
| Attention | The first impression and the hook, the opening that makes people stop scrolling. |
| Engagement | How people click, from CTR and CPC. |
| Conversion | How it sells, from ROAS and CPA. |
| Visual | How well the picture works. Only shown when the AI looked at the picture. |
The other parts:
- Visual Analysis, when the AI looked at the picture. It shows the picture's score in a circle, tags for what the AI sees in it (Human, Product, Text and Style: followed by ugc, polished, minimal, busy or lifestyle), then up to 2 Visual Strengths and up to 2 Visual Issues.
- A red box with the main problem: a tag for what it is about, such as the hook, the call to action, the headline, the creative, the offer, the targeting or the landing page, then the problem and, in green, the fix. It is left out when the AI finds no main problem.
- Action Items: usually 3 or 4 changes, and up to 6 when the AI also looked at the picture. Each has a tag for what it is about, a green tag with the expected effect, the change to make and, in italics, why it helps. The coloured left edge shows the priority, red for high, orange for medium and green for low. Changes that come from the picture show Visual improvement as their effect.
- A/B Test Ideas: usually 2 tests to try.
Look deeper at a video's hook
For a video, the window ends with the Deep Analyze Video Hook button.
- Click Deep Analyze Video Hook.
- A box reads Analyzing video hook... and AI is watching the first 5 seconds frame by frame (~20s).
- Video Hook Analysis appears in the window.
It shows:
- Hook Score: out of 100, for example Hook Score: 72/100, green from 70, orange from 40 and red below 40.
- One sentence on what is meant to stop people scrolling.
- Tags for the opening technique, the pacing and the main emotion.
- A line for each second of the opening, with the time in green, orange or red for how well that moment works.
- Strengths and Weaknesses.
- A note in italics on how the hook fits the creative's numbers.
The AI watches the video of the first ad in the row, which TrueROAS fetches with your Meta connection. If the button comes back, or Video Hook Analysis shows no Hook Score:, the check did not finish. Analyze Hook on the video's card on the Creative Breakdown tab runs the same kind of check and shows the reason when it fails. See How do I check the hook of one of my video ads?.
If it does not work
- Unable to load improvement suggestions. Please try again. means no review came back. Close the window and click AI Review again.
- A headline that reads Need more data to analyze or Analysis failed means the AI could not finish the review, and the scores are not a real rating. Close the window and click AI Review again.
Good to know
- The review is not saved. Closing the window loses it, and each click on AI Review writes a new one, so the wording can change.
- The advice is written by AI, so check it before you act on it. It does not change anything in your ads.
- Anyone with access to the store can use it, and nobody else sees the reviews you open.
- AI Review is only on the rows of the Ad Performance table. The cards on Creative Breakdown do not have it.
- For advice across all your creatives at once, see What does Start Creatives AI Lab Analysis tell me?. For AI advice on a whole campaign, see How do I get AI Insights for a campaign?.