Comparative Analysis Reports give you the opportunity to group creatives based on similarities. This can be, for example, the affiliation to a certain campaign or ad set, or ad elements that you document in the naming convention.
This allows you to answer questions such as:
Which products are currently trending?
Which content creator works best?
Which ad concept delivers the best performance?
Which ad angle is best received by the target group?
Here is an example of a product split report:
The biggest advantage of this report is the ability to compare groups with each other. This helps to identify which group is performing best and why:
What is your top-performing group?
Which group achieves weaker results?
What optimizations could be made?
The Comparative Analysis Report is basically similar to the Top Creative Report, but the biggest difference is that in the Creative Comparison Report you can define and create groups based on common characteristics.
You can find out more about the Top Creative Report here.
How to create a comparative analysis
How do you define a group?
Ads should generally be grouped together if they have at least one thing in common - for example, they belong to a specific campaign or ad set.
For even deeper and more targeted creative analyses, it is advisable to use a well thought-out naming convention.
You can find our best practice naming convention here.
By tracking the most important elements of your ads in the naming convention or adding them later via creative tagging in DatAds, you can analyze your ads in even greater detail.
To improve clarity, you can give groups specific names, which leads to better identification and a clearer structure in the report.
Important: The group name and the filter can differ from each other. In practice, this means that you can use abbreviations at the naming convention level without affecting the readability of the groups.
Automatic group suggestions
Here you will find keywords that were frequently used in your ad names, which were automatically recognized during the first scan of your ad account. You can add them to your report as a group with just one click.
Filter at report level
You can not only apply filters at group level, but also define a filter for the entire report.
This allows you to exclude creatives without spend, for example. The filter options here work in the same way as in the Top Creative Report.
This is how you customize the report view:
Grid View: The Grid View is activated by default and offers you a visual representation of the performance of your creatives.
Graph View: Select creatives that you want to analyze using a graph.
Bar chart view: Displays the data as a bar chart - ideal for comparisons between several selected ads.
You can find more information about the visual views in the article “Layout settings”