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Overview

Comparative Analysis Reports allow you to visually compare the performance of different creative groups side by side. While a Top Performing Creative Report is designed to help you identify and explore individual top-performing creative, a Comparative Analysis Report is focused specifically on comparing groups of creative against one another using visual performance charts. You can compare standard creative attributes such as Ad Name, Landing Page, Headline, Ad Type, Hook, or Product, or create your own Custom Groups directly within the report. Custom Groups make it possible to compare creative strategies that aren’t already captured through your existing tags or naming conventions. Creative Reporting currently supports Meta Ads and TikTok Ads, with support for YouTube, Axon, and Reddit coming soon.

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Step 1: Create a Comparative Analysis Report

  1. From the left navigation menu, expand Creative Reporting.
  2. Click the + icon.
  3. Select Comparative Analysis.
SuperOrbital will generate a new report. Allow a minute or so for the initial report to load. New reports are created as Untitled by default. Enter a Title for your report and click Save.
Important: Always save a new Creative Report immediately after creating it. If you navigate away from the page before clicking Save, the new report will not be saved in SuperOrbital. Continue saving periodically as you configure your report.

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Step 2: Configure Your Report

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Select Your Date Range

Use the Date Range selector to choose the period you want to analyze.

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Choose Your Creative Groups

Use the Group By dropdown to determine which creative groups you want to compare. You can compare performance using standard creative attributes such as:
  • Ad Name
  • Ad Copy
  • Headline
  • Landing Page
  • Ad Type
  • Ad Format
  • Hook
  • Product
  • Tags
  • Other available creative attributes
For example, select Ad Type to compare the performance of Video, Static, and GIF creative, or select Product to understand which products are driving the strongest creative performance.

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Step 3: Create Custom Groups

Comparative Analysis Reports also allow you to create your own groups without first creating Custom Tags. This is useful when you want to quickly compare creative based on criteria specific to your analysis. To create Custom Groups:
  1. Open the Group By dropdown.
  2. Scroll to the bottom of the available options.
  3. Select Create Custom Groups.
Custom Group controls will appear below.
  1. Enter a Name for your first Custom Group.
  2. Add the filter criteria that define which creative should be included in that group.
Available filters include:
  • Campaign Name
  • Ad Set Name
  • Ad Name
  • Ad Status
  • Tag
  1. Repeat the process to create each additional group you want to compare.
As you save each Custom Group, the charts below will update to reflect your new comparison.
Tip: Remember to click Save periodically as you build and configure your Custom Groups.

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Common Custom Group Comparisons

Custom Groups can be used to answer creative strategy questions such as:
  • Product A vs. Product B
  • Promotion vs. Evergreen
  • Prospecting vs. Retargeting
  • UGC vs. Studio Creative
  • Offer Type A vs. Offer Type B
  • Influencer Campaign A vs. Influencer Campaign B

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Step 4: Analyze Your Comparison

Once your groups are configured, the report will display visual bar charts comparing performance across each group. Use these charts to quickly identify differences in performance and understand which creative strategies, attributes, or groups are driving the strongest results. If you’re using one of SuperOrbital’s standard Group By options, the chart will automatically compare the values within that category. For example, selecting Ad Type will allow you to compare the performance of Video, Static, GIF, and other available formats. If you’re using Custom Groups, the chart will instead compare the groups you’ve defined against one another.

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Export Your Analysis

Use the Export options to save your comparison charts for use outside of SuperOrbital. You can export visualizations as an image or PDF for use in reporting decks, presentations, or client deliverables. You can also export the underlying performance data as a CSV or XLS file for additional analysis.

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View the Underlying Data

Below the comparison charts, you’ll find the same performance data displayed in a table view. Use this table when you want to review the individual metric values behind your visual comparison or analyze the results in a more traditional reporting format.