# Creatives

Creatives shows what you produced, what is in market and which creatives win, then takes your creative apart in five more views.

![Analytics, Creatives, on its Overview: the six views across the top, then Creative Output with what was produced and what is in market](https://docs.omnymous.com/media/analytics/creatives/screen.80faf61e.avif)

**Creatives** is the screen Omnymous is built around. It opens on its **Overview**: your creative output, how the portfolio in market performs, and which creatives win. Five more views take the same creatives apart, down to the hook, angle, avatar and offer inside them.

## The views

![The six views of Creatives: Overview, Lab, Experiments, Combinations, Pages and Insights](https://docs.omnymous.com/media/analytics/creatives/views.46c992c0.avif)

- [Lab](https://docs.omnymous.com/analytics/creatives/attribution-lab): Which hook, angle, avatar, offer and page earned the money, and how sure that is.
- [Carried, Shared and Fitted](https://docs.omnymous.com/analytics/creatives/atom-models): How the Lab passes an ad's credit on to the pieces inside it.
- [Experiments](https://docs.omnymous.com/analytics/creatives/experiments): The tests hidden in your launches, and how each one was called.
- [Combinations](https://docs.omnymous.com/analytics/creatives/creative-dna): Every value of every variable, crossed, with the pairs you never tried.
- [Pages](https://docs.omnymous.com/analytics/creatives/pages): Your visitors, from arrival to purchase, by channel, template and page.
- [Insights](https://docs.omnymous.com/analytics/creatives/insights): Findings that passed a test, each with one thing to do.

Every view reads the period and the attribution model at its top right. See [How to read the numbers](https://docs.omnymous.com/analytics).

## Creative Output

The first card answers two questions and keeps them apart. **Produced this period** counts what you made and what went live. **In market this period** counts every creative that had spend, whenever it was made: that is the population winners are found in.

![Creative Output: Produced this period, 229 generated and 21 launched, 24.1% of ad creatives launch; In market this period, 111 with spend and 16 winners, a 14.4% hit rate](https://docs.omnymous.com/media/analytics/creatives/output.88270b91.avif)

| Name           | What it does                                                                                                                                                                                                                                                                      |
| -------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Generated**  | The items Studio completed in the period, of every type. [Generated](https://docs.omnymous.com/analytics/metrics#generated)                                                                                                                                                       |
| **Launched**   | The creatives that first went live in the period. The percentage between the two compares them with the images and videos you generated. [Launched](https://docs.omnymous.com/analytics/metrics#launched), [launch rate](https://docs.omnymous.com/analytics/metrics#launch-rate) |
| **With Spend** | The creatives that spent in the period, whenever they launched. [With Spend](https://docs.omnymous.com/analytics/metrics#with-spend)                                                                                                                                              |
| **Winners**    | The creatives with spend whose return clears the winner bar. The percentage between the two is the hit rate. [Winners](https://docs.omnymous.com/analytics/metrics#winners), [hit rate](https://docs.omnymous.com/analytics/metrics#win-rate)                                     |

Under them, **AI cost (USD)** is what your AI providers charged for the period's generations, and **Cost / launched** divides it by the creatives that launched. **Generated mix** splits the period's output by type, and **Production cadence** draws what was generated and launched each day.

### Hit rate and winners

![The hit rate dial at 14.4% against the 5–10% industry expectation, beside Efficiency winners 16, Adoption winners 0 and Pooled ROAS 1.95×, and the Winning creatives strip](https://docs.omnymous.com/media/analytics/creatives/winners.cd92856d.avif)

The dial sets your [hit rate](https://docs.omnymous.com/analytics/metrics#win-rate) against the 5–10% usual in the industry. Beside it: your [Efficiency winners](https://docs.omnymous.com/analytics/metrics#winners), the creatives that clear the bar; your [Adoption winners](https://docs.omnymous.com/analytics/metrics#adoption-winners), the creatives your account chose to scale; and the [Pooled ROAS](https://docs.omnymous.com/analytics/metrics#pooled-roas) the bar is measured from. **Winning creatives** lists the winners, most spend first, with their ROAS and spend.

A winner is judged on its last-click return whatever model you choose, so switching the model never changes who wins. Its return is first pulled toward the pool's, so that a few lucky orders on little spend cannot make a winner. See [Shrunk ROAS](https://docs.omnymous.com/analytics/metrics#shrunk-roas).

### What counts as winning

By default a creative wins at 1.3 times your pooled ROAS, and the button at the top right of the card reads **Winner ≥ 1.3× pool**. To set your own bar, press it, type the ROAS you count as winning, and press **Save definition**.

![What counts as winning?: the sentence explaining the bar, a ROAS ≥ field showing 2.54 as the current default, and the buttons Use pool default and Save definition](https://docs.omnymous.com/media/analytics/creatives/bar.802dbb6f.avif)

Your bar then decides the winners here, the Win Rate on the Dashboard, the creatives Insights calls winners, and the bar an experiment's winner is judged against. **Use pool default** goes back to 1.3 times the pool.

## Portfolio map

![The Portfolio map: one dot per creative, spend on a log scale across and attributed ROAS up, winners in violet, with the pool and winner bar lines](https://docs.omnymous.com/media/analytics/creatives/map.fbd84a0d.avif)

One dot per creative with spend: its spend across, on a log scale, and its attributed ROAS up. Winners are violet. The two dashed lines are the pool's ROAS and the winner bar. A creative far right and low is spending a lot for little.

## Spend concentration

![Spend concentration: the share of spend carried by the creatives ranked by spend, Top 3 of 111 creatives carry 6% of spend](https://docs.omnymous.com/media/analytics/creatives/concentration.c1f6467e.avif)

Your creatives ranked by spend, and the share of all creative spend the top ones carry. A steep curve means a few creatives carry the account.

## Where the spend went

![Where the spend went: By format, Static 100% at 1.95×, and By hook type, Pain Point 14.8% at 2.32× down to Other at 1.80×](https://docs.omnymous.com/media/analytics/creatives/spend.7860abdf.avif)

How your spend splits by format and by hook type, with the attributed ROAS of each.

## Creative Leaderboard

![The Creative Leaderboard: each creative with its thumbnail, hook type and angle, Spend, Share, Impr., CTR, and in violet Orders, Revenue, ROAS, POAS and CPA](https://docs.omnymous.com/media/analytics/creatives/leaderboard.72d293b0.avif)

Every creative that delivered in the period, with the most spend first. Its row carries its hook type and angle, and **Winner** when it clears the bar. **read by AI** marks an ad Omnymous did not launch, whose pieces it read off the ad itself.

The columns are [Spend](https://docs.omnymous.com/analytics/metrics#spend), [Share](https://docs.omnymous.com/analytics/metrics#share), [Impr.](https://docs.omnymous.com/analytics/metrics#impressions) and [CTR](https://docs.omnymous.com/analytics/metrics#ctr), then, in violet because they are attributed, [Orders](https://docs.omnymous.com/analytics/metrics#orders-attributed), [Revenue](https://docs.omnymous.com/analytics/metrics#revenue-attributed), [ROAS](https://docs.omnymous.com/analytics/metrics#roas), [POAS](https://docs.omnymous.com/analytics/metrics#poas) and [CPA](https://docs.omnymous.com/analytics/metrics#cpa). Press a column's name to sort by it.

**Explains 100% of ad spend**, on the right, is the share of the period's ad spend the rows account for. See [How much spend is behind a table](https://docs.omnymous.com/analytics#how-much-spend-is-behind-a-table).

## Questions

### Why is With Spend so much larger than Launched?

Launched counts the creatives that went live in the period. With Spend counts every creative that spent in it, including the ones launched months ago that still run.

### Why did my winners not change when I switched to another model?

Winners are judged on last-click credit, whatever model the screen shows, so that switching models cannot reshuffle them.

### Why is a creative I ran missing from the leaderboard?

Omnymous has not linked its ad to a creative in your Library yet. Ads launched from Omnymous are linked at once; ads you launched elsewhere are linked once Omnymous has read them. See [Ad census](https://docs.omnymous.com/tracking/ad-census).

---

Source: https://docs.omnymous.com/analytics/creatives