Find Meta campaigns needing creative refresh
Analyze CTR performance against placement and format benchmarks to prioritize creative optimization opportunities
Campaigns with low CTRs pay higher CPMs due to Meta's relevance score penalties
This template finds Meta campaigns where click-through rates fall below placement and format benchmarks. It analyzes 12 weeks of performance data to identify campaigns that still convert but cost more than they should because of poor CTR performance across Feed, Stories, and Reels placements.
Why this matters
When your Feed campaign has a 0.5% CTR and the benchmark is 1.2%, you're paying premium CPMs for the same impressions. Meta's auction algorithm rewards engaging creative with lower costs—poor CTRs mean higher costs across every impression you buy. Creative fatigue compounds the problem as frequency rises. This template identifies exactly which campaigns need creative refresh, broken down by placement and format, to reduce costs while maintaining conversion performance.
How to customize
Add quality ranking and engagement rate ranking metrics to get Meta's direct feedback on creative performance. Include creative diversity scores to identify campaigns running too few creative variants. Set different CTR benchmarks for prospecting vs retargeting since they naturally perform differently. Add first impression ratio to understand if low CTRs stem from poor creative or audience fatigue. Layer in cost per result metrics to prioritize campaigns where CTR improvements would have the biggest bottom-line impact.
Identify Meta campaigns that need an ad refresh. Identify optimization potential in our Meta campaigns. We are looking for campaigns that are working, but are underperforming in terms of CTR compared to benchmarks in the segment.
Follow these steps:
* Pull Meta ads performance for the last 12 weeks
* Pull Meta ads conversions to set a benchmark.
* Pull Meta ads conversions by placement (Feed, Stories, Reels) to set a benchmark.
* Pull Meta ads conversions by ad format (Image, Video, Carousel, Collection) to set a benchmark
* Identify campaigns that are underperforming significantly compared to benchmarks in terms of CTR
* Check frequency metrics - high frequency (>4) combined with low CTR indicates creative fatigue
* Analyze if specific placements or formats are driving the low CTR
* Output a summarized message with findings, summarized bullets to support it and a one sentence line to wrap it up. In the message list out the campaign, its CTR and the benchmark CTR by placement/format.
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