Why track creative trends?
When testing multiple ad variations in a single ad set, Meta pushes budget to what it thinks will perform best. Tracking trends helps you:
Identify winning creatives early so you can scale them
Catch declining performance before it tanks
Make proactive creative decisions instead of reactive ones
How to find emerging winners
Step 1: Create a Top performing report
Navigate to Reports and create a new Top performing report
Filter to the specific campaign or ad set you want to analyze
This shows all your ads in one view for easy comparison
Step 2: Switch to line graph view
Toggle from table view to line graph view
This shows day-by-day performance trends for each ad
Makes it easy to spot which creatives are rising, flat, or declining
Step 3: Read the trends
Rising lines = ads gaining traction (potential winners to scale)
Flat lines = stable performance (may need iteration soon)
Declining lines = creative fatigue (time to refresh or turn off)
Customize metrics for better insights
You can overlay different metrics on the line graph:
Track spend to see where Meta is pushing budget
Monitor click-through rate to spot engagement drops
Compare ROAS trends across multiple ads
Change time frames to zoom in on recent performance or view long-term trends
What to do with declining ads
When an ad starts trending down:
Iterate on the concept with fresh variations
Test new angles while the current ad still has momentum
Turn it off and replace it with a different approach
The key is catching decline early to stay ahead of creative fatigue
Key terms
Top performing report: Report type in Motion that shows ad performance metrics
Line graph view: Visualization that displays performance trends over time
Creative fatigue: When ad performance declines due to audience overexposure
Need help?
Click the chat bubble in the bottom right corner for support in analyzing your trends.