Note: Patterns are only available for Meta creatives with spend in the last 90 days and new creatives going forward.
We are rolling this feature out in batches to manage processing time, so you may not see it live immediately. Reach out if you have questions!
What are Patterns?
Patterns automatically analyze your Meta ad creative and apply descriptive tags to help you identify performance-driving trends across messaging, visuals, and audience targeting.
These tags appear directly in your reports and dashboards, no manual labeling required.
You’ll see tags for things like:
Asset type (e.g. UGC, lifestyle image)
Visual format (e.g. listicle, founder story)
Hook or Headline tactic (e.g. question, callout)
Messaging angle (e.g. chronic illness support)
Seasonality (e.g. Black Friday)
Offer type (e.g. promo, evergreen)
Intended audience (e.g. moms of tweens, wellness seekers)
These tags are powered by AI and trained on your brand’s actual ads.
Why Patterns matter
Patterns let you understand what's actually driving performance in your top creatives.
Compare hook tactics or messaging angles across ads
Spot creative fatigue and repetition quickly
Generate test ideas based on what’s already working
Example: If your top 3 ads all use a question as the hook and chronic illness support as a Messaging angle, you've just found a playbook to scale.
How Patterns work
Our AI reviews your account and automatically picks brand-relevant categories. These categories reflect common strategies, themes, and audience cues found in your ads.
Patterns help you quickly spot what’s working, compare strategies across campaigns, and uncover new opportunities - without needing to dig through every single creative yourself.
Where to use Patterns in Motion
In Card view
Open a Top Performing report in Card view. Click on AI tags next to your other metrics, then select the tags you want - hook tactic, messaging angle, and visual format are great to start with.
In Table view
When you use Patterns in Card view, those same tags will populate in your Table view. If you want to see display Patterns only in the Table View, follow these steps:
Open your report and scroll down to your table.
Hit AI tags.
Choose the specific AI tags you want to see - such as Messaging angle, Hook type, or Visual format.
Your tags will now appear in the Table view of your report, making it easy to analyze performance by creative elements side by side.
In Comparative reports
With a Comparative report, you can group and review results by creative elements such as Hook tactic to find what drives engagement.
To help you get started - after Patterns/AI tags have been processed in your account, 8 ready-to-use comparative reports should be auto-added in an AI Tag Comparisons folder.
To create your own:
Open a new Comparative analysis report in Motion.
Click the Group by dropdown.
Pick the Tag you’d like to group by (e.g., hook, angle, offer)
You'll now see performance across the selected element.
This is a super powerful way to find which elements are driving your best results.
Editing AI tags in Motion
You can manually edit AI tags at any point.
How to edit AI tags
Open a Top performing or Comparative analysis report in Motion.
Click on the thumbnail of the creative you want to edit.
Select Creative insights at the top of the creative.
You can now edit any of the AI tags applied to that creative.
Your changes will update immediately and apply to that creative across all reports.
