How to use prebuilt and custom creative reports

Creative reports should answer practical production questions: which hooks work, which landing pages convert, which angles deserve more spend, which audiences are under-tested, and which offers should be retired.

Most ad reporting starts at the campaign, ad set, or ad level. That is useful for delivery, but it does not tell a strategist which creative choices are carrying performance. Creative Tagger's reports start from the creative taxonomy, then attach Meta performance to each tag.

V1 includes two reporting paths. Prebuilt reports give every brand the common Motion-style views immediately. Custom reports let a strategist build the exact view a brand needs without losing the standard taxonomy layer.

Start with the prebuilt reports

The fastest workflow is to import Meta performance, open Reports, and scan the prebuilt views. These are the common questions creative teams ask every week:

Best hooks: question, bold claim, founder story, pain point, pattern interrupt, and other hook types.
Best landing pages: destination URLs and domains attached to imported performance.
Best angles: messaging themes, pain points, outcomes, and positioning patterns.
Best audiences: standard audience tags plus brand-specific segments and ICP labels.
Best offers: free shipping, bundle, percent off, trial, sample, limited time, or brand-defined offer families.
Best formats: UGC, founder story, comparison, testimonial, static image, carousel, long video, and other visual formats.

Each report should be read with spend in mind. A high ROAS tag with very little spend is promising, not proven. A mediocre tag with large spend may be a scaled workhorse or a fatigue problem. The strategist should look at both the rank and the evidence behind the rank.

Use custom reports when the brand language matters

Prebuilt reports cover the shared creative questions. Custom reports are for the brand-specific ones: "Which founder messages work for remodelers?", "Which product family wins with high-intent shoppers?", or "Which offer type works on each landing page?"

Custom reports can use standard taxonomy dimensions, brand taxonomy dimensions, or recognized entities. They also rank the actual combinations in the account, so a strategist can inspect hook × landing page × offer, founder × audience, product × segment, or any other recurring planning question. That is the unlock: you can keep cross-brand reporting clean while still reporting on a brand's founder, products, spokespeople, segments, campaigns, and internal labels.

Example: build a custom report with hook_type, landing_page, and offer_type, rank by ROAS, and save it as "Hook LP Offer Mix". Next week, rerun the same combination report after new spend lands.

Pick the metric for the decision

No single metric answers every creative question. ROAS is good for commercial efficiency. CTR is good for click intent. Thumbstop is good for opening attention. Funnel score is useful when you want one directional read across capture, hold, bring-to-site, and convert.

If you are choosing what to produce next, use funnel score and coverage gaps. If you are deciding what to scale, use ROAS, CPA, spend, and conversion volume. If you are diagnosing why a creative fails, split the report by attention and click metrics before reading the conversion metrics.

Turn reports into briefs

A report is not the finished work. The finished work is a better creative brief. The strategist should translate report findings into clear production direction: target audience, hook, format, offer, landing page, brand entities to include, and what metric will decide success.

For example: "Create three founder-story videos for the high-intent remodeler segment. Use the sample-kit offer, lead with a cost-comparison hook, send to the sample landing page, and judge early performance by thumbstop plus CTR before scaling on ROAS."

Save the reports you repeat

Every brand has a few recurring report questions. Save those custom reports so the team can rerun the same logic after new creative, new spend, or a new campaign sprint. This keeps learning consistent and reduces the weekly reporting scramble.

The goal is not to replace judgment. The goal is to make judgment faster: Creative Tagger keeps the taxonomy, creative memory, brand language, and performance evidence in one place so a strategist can move from report to brief without rebuilding context every time.