What is the Comparative Analysis?
The Comparative Analysis report allows you to group together multiple ads by any variable of your choice, so you can answer questions such as:
Is UGC better than non-UGC?
What ad type performs best on my account?
Motion users leverage Comparative Analysis reports to test hypotheses they have about their ads and create a rich playbook for what works for a particular brand.
Setting up your Comparative Analysis report
Comparative Analysis reports leverage your Naming Conventions to sort and group ads into up to eight creative groups.
You have two main filtering options while setting up your comparative analysis report:
Group filters: You can leverage group filtering to tell Motion what ads to include in each creative group. These groups can be sorted by naming convention at the Ad, Ad Set, or Campaign level; as well as by Ad Delivery Status
Global filters: By selecting the "Filter All Groups" item, you can add filters that apply to all creative groups.
A completed filter group should look like this:
With your ad groups all setup, you can scroll down to view results.
Use Cases for the Comparative Analysis
The Comparative Analysis provides a wealth of knowledge, allowing you to do things such as:
Test hypotheses: At its core, the Comparative Analysis is built for you to test any hypothesis you have about your creatives or ads.
Make spending decisions: Comparative Analysis can give you quick insight into what types of ads are performing best - so you can quickly reallocate spend towards what is working and what isn't.
See trends in Facebook performance: Facebook will prioritize certain placements and ad types at different times. The Comparative Analysis can give you an idea of where performance is best, so you can allocate spend and creative resources accordingly.
Create a Creative Playbook: Learnings from Comparative Analysis can help you craft a Creative Playbook of what works (and what doesn't) for each ad account.
Ad Group Limits
Currently, Motion will only filter the most recent 800 ads for any given group. This is due to limitations in Facebook's API. You will see if an ad group is above the limit on the Filter Panel.
If a creative group has more than 800 ads, we will show the most recent 800 ads in your results.
Suggested Comparative Analysis Reports
Ad Type (video vs. single image vs. carousel)
Content (UGC vs non-UCG)
Copy (headlines, body, etc)
Call-to-Action (Shop Now vs Get Offer)
Offer (Discount vs Buy-one, Get-one)