Copilot Creative classifies your ads individually. But some questions require a broader view: do my videos perform better than my images? How does my creative strategy compare to competitors?
Two new modules address these questions: comparative analysis and competitive intelligence.
Comparative analysis: compare your creative groups
Comparative analysis lets you define two or more groups of ads and compare them across all your metrics.
Typical use cases
- Video vs Image — Which format delivers the best ROAS for your audience?
- France vs Germany — How does the same creative strategy perform across markets?
- Prospecting vs Retargeting — Where is the best cost-to-conversion ratio?
- Recent vs legacy creatives — Are your new ads outperforming the old ones?
What the analysis produces
For each comparison, the Copilot analyzes meaningful differences and delivers:
- Structured insights — 3 to 6 key observations, each backed by concrete numbers
- Performance distribution — What proportion of each group is classified as Top Performer, Bad Performer, or fatigued
- Aggregated metrics — Cost, impressions, clicks, conversions, ROAS, CPC, CPM, and video metrics for each group
- Identified trade-offs — Engagement vs conversion, volume vs efficiency, cost vs performance
The AI focuses on gaps exceeding 20% — the differences that truly matter for decision-making.
Customizable filters
Groups are defined by flexible filters: format, platform, country, campaign name, creative type, or any other available attribute. You compare exactly what you want to compare.
Competitive intelligence: benchmark your strategy
Competitive intelligence cross-references your performance data with public Ad Library data (Meta) to benchmark your creative strategy against competitors.
What gets compared
Data is not symmetric between you and your competitors — and the module handles this explicitly:
| Your data | Competitor data | |
|---|---|---|
| Ad volume | Actual active ads count | Ad Library ad count |
| Formats | Actual distribution (video, image, carousel...) | Observed distribution |
| Performance | Real ROAS, CPA, CPC | Not available |
| Reach | Actual data | Reach estimates |
| Messaging | Your copies and CTAs | Public copies and CTAs |
Competitor performance metrics (ROAS, CPA) are never estimated or fabricated. The module works only with verifiable data.
What the analysis produces
- Volume positioning — How many active ads compared to each competitor
- Format mix — Which formats your competitors favor vs yours
- Creative cadence — How frequently competitors refresh their ads
- Cross-reference with your performance — If your videos have 2x higher ROAS and a competitor is investing heavily in video, the module flags it
Each insight comes with a confidence level: high for direct quantitative data, medium for proxies, low for qualitative observations.
Two modules, one vision
Comparative analysis and competitive intelligence complement each other. The first tells you what works best internally. The second tells you where you stand in your market.
Combined with Copilot Creative (individual classification) and Copilot (conversational exploration), they form a complete ecosystem for driving your creative strategy with data.
Summary
Comparative analysis lets you compare your creative groups across all metrics. Competitive intelligence benchmarks your strategy against competitors via the Ad Library. Two complementary angles for sharper creative decisions.