Copilot Creative is Nanga's AI module that automatically analyzes your ad creatives. In seconds, it identifies the ads that deliver, the ones wasting budget, and those starting to fatigue — so you can act before results degrade.
Three categories, one clear picture
Every analyzed creative is classified into one of these categories:
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Top Performer — Results above your own historical benchmarks, meaningful budget, strong engagement. These are your workhorses: duplicate, scale, or use as creative reference.
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Bad Performer — Metrics below your standards across multiple dimensions (objective, engagement, cost). These ads consume budget without proportional return.
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Ad Fatigue — Creatives that performed well but now show signs of decline: dropping performance, rising acquisition costs, fading engagement. The signal to start preparing a replacement.
Fatigue works as an additional flag: a Top Performer can be marked "fatiguing" if indicators show early saturation. It is an anticipation signal, not a verdict.
Benchmarks calibrated to your account
Copilot Creative does not compare your ads to market averages or arbitrary thresholds. Each creative is evaluated against your own account's performance history, over a rolling 12-month window.
In practice: if your account averages a 3.5 ROAS, an ad at 2.0 will be flagged as underperforming — even though 2.0 would be excellent on another account. And vice versa.
Smart segmentation
Benchmarks are calculated separately along two axes to ensure fair comparisons:
By format:
- Video — video, reel, dynamic
- Image — static, carousel, single image, collection, gif
By maturity:
- Early (0–7 days) — Learning phase, metrics still volatile
- Established (8–30 days) — Stabilized performance
- Mature (30+ days) — Long-running, saturation risk
A 5-day-old video is compared to other recent videos, not to images that have been running for two months. This granularity is what makes the classification relevant.
Multi-criteria scoring
Classification does not rely on a single metric. Copilot Creative evaluates each ad across multiple dimensions simultaneously:
- Objective metric — Your campaign's primary KPI (ROAS, CPA, CAC, CPI...), configurable to match your goals. This is the dominant criterion.
- Volume and budget — An ad that performs on a small budget does not carry the same weight as one that delivers at scale.
- Creative engagement — For images: click-through rate. For videos: the combination of hook rate (capture) and hold rate (retention).
- Trend — Is performance stable, growing, or declining? A dynamic comparison window adapts to each creative's age.
- Click efficiency — Cost per click, in context.
Each dimension contributes to the final score with a different weight. The objective metric carries the most weight, but an ad cannot be "top" if it fails on the other criteria.
False positive protection
A creative whose performance is rapidly collapsing is automatically excluded from Top Performers, even if its historical metrics remain high. Copilot Creative looks at trajectory, not just position.
Video vs Image: two approaches
The "creative signal" — the engagement metric used to assess an ad's attractiveness — differs by format:
| Images | Videos | |
|---|---|---|
| Primary signal | Click-through rate (CTR) | Hook Rate + Hold Rate |
| What it measures | Ability to generate action | Capturing AND retaining attention |
| Optimization lever | Visual, copy, CTA | The first few seconds (hook) |
For videos, both metrics matter. A video can fail in two different ways: good hook but content that does not retain, or a slow start that loses viewers before the value. Copilot Creative detects both cases.
Video thresholds adapt to the platform: TikTok uses a 2-second window (fast scrolling), Meta and Google use 3 seconds.
What Copilot Creative delivers
For each analysis, Copilot Creative returns:
- Your top 10 creatives with an explanation of why they perform and a recommendation (scale, duplicate the concept...)
- Your bottom 10 creatives with a precise diagnosis (which criterion is failing, since when)
- Fatiguing creatives with an anticipation signal (when to prepare a replacement)
Each result comes with an AI-generated analysis in natural language — not just numbers, but an actionable explanation.
Going further
Copilot Creative integrates into Nanga's broader Copilot ecosystem:
- Copilot — Ask questions about your results, request details, explore your data through natural conversation
- Copilot Competitors — Compare your creative groups against each other and cross-reference your performance with public Ad Library data to benchmark your strategy
Summary
Copilot Creative automatically identifies your best-performing creatives, those to cut, and those showing fatigue. All based on your own historical data — not generic benchmarks — with adaptive thresholds by platform, format, and maturity.