What is Velocity?
Velocity compares creatives launched this month with a recommended target prorated to today’s date. Open Velocity Details to inspect the inputs.
- Launched Creatives: new creatives live this month and their status.
- By today / End of month: today’s prorated target and the full monthly target.
- Median Lifespan: how long a typical creative stays active before retiring.
- Monthly Budget: planned spend, which raises the target as it increases.
- Spend to Fatigue: median spend before a creative reaches High Fatigue.
- Win Rate: share of recent creatives currently winning.
Lifespan Distribution shows how long creatives lasted before retiring. Lifespan by Format shows which formats stay active longest.
What is Diversity?
Diversity is scored from 0 to 100 and reflects how concentrated spend is in the categories you are already using. It has three pillars:
- Format Mix: image, video, carousel and other formats.
- Messaging Diversity: the angles and hooks you use.
- Visual Range: the visual concepts in rotation.
The score is weighted by ad spend, not by the number of creatives. A format used once but funded heavily counts as concentration.
Click a pillar to open Diversity Details, including its score, band, dominant signal, recommendation and distribution by category. Spirea automatically tags creative with Angle, Hook and Visual Concept.
What is Fatigue?
Fatigue shows high-fatigue creatives as a share of active creatives. Open View details for:
Fatigue Levels Distribution.
- Fatigue Distribution Over Time, with the primary KPI and target overlaid.
- Fatigue by Format and Tags.
New ads receive a Learning grace period before Spirea judges them for fatigue.
What are Creative Opportunities?
Creative Opportunities turns the diagnosis into action through three tabs:
- Scale: winners with room to run. Use Create Variations.
- Refresh: high spenders in decline, with rising cost and falling ROAS or CTR. Use Generate Fresh Concepts.
- Explore: untapped directions based on weak diversity pillars and dominant patterns. Use Generate Concepts.
The most actionable fatigue view is Fatigue by Tags. A heavily used tag that is also heavily fatigued is an urgent candidate for retirement.
What do the empty states mean?
- Scale — No Creatives Ready to Scale Yet: top performers are fatiguing or too new to judge.
- Refresh: no fatiguing creative is carrying enough spend to act on.
- Explore: no untapped direction was found; check tag coverage if this seems unusual.