When you run ads, it’s not always clear which parts of the creative are driving results. I recently helped an org evaluate their Meta ad creative, and it felt pretty helpful for the time it took.
The basic approach was:
Pull a report that breaks performance down by each image/video asset (asset-level breakdown) instead of by ad, then export it to CSV.
Manually tag each asset using binary tags (yes/no) based on major creative levers, not minor design details. For example: human present, eye contact, CTA presence, urgency language.
Use that tagged sheet to compare cost per result for creatives that have each element vs those that don’t.
I uploaded the CSV to ChatGPT to quickly calculate cost per result and summarize the findings, then spot-checked the math.
A few things I did to avoid misleading conclusions:
I focused on assets with enough volume so I wasn’t basing conclusions on tiny sample sizes.
I split the analysis around a major campaign change (budget structure) and emphasized patterns that held up in both periods.
I treated everything as correlation, not causation, until it’s A/B tested properly.
I’m curious if other orgs have done analyses like this that go beyond what’s readily available in an ad platform.
Kairos (my org) doesn’t run a ton of ads, so we don’t do this, but one thing we recently started doing is to consistently push all of our funnel analytics data to PostHog, and then connect Claude to PostHog via MCP to pull out a more qualitative analysis of our application funnels for programs. I’ve thought this has been moderately helpful so far at identifying opportunities and letting us understand where applications are coming from.
Separately, I recently read this blogpost which goes over a similar workflow that is used by growth marketing at Anthropic. I think this is a pretty good reference for orgs thinking about doing this.
Thanks for sharing. I hadn’t heard of PostHog before. Sounds like another good way to use AI to find patterns faster and catch things a human might have missed.
And I think that Anthropic post gave me the push I needed to finally try out Claude Code!