Turn creative performance into the next action.

Move from creative reporting to a prioritised decision queue showing what to scale, refresh, investigate or stop.

Included with every ElenIQ plan
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All capabilities includedUnlimited usersPricing based on advertiser workspaces

Creative Intelligence is the part of ElenIQ for paid social and programmatic creative. It ingests creative performance data and scores every ad on hook effectiveness, fatigue and half-life using your account's own benchmarks - not industry averages - so you know what to scale, iterate or kill, and what to build next.

The problem

Creative reviews run on opinion. Spend runs on autopilot.

Most creative decisions are made in a review meeting: which ad feels tired, which concept the team likes, what to brief next. Meanwhile the platform keeps spending on creative whose efficiency is already falling.

The data to decide is there - hook rate, frequency, efficiency over time - but it sits in exports nobody has time to read creative by creative, and it is rarely tied back to revenue.

  • Fatigue spotted too late

    Performance decay shows up in the monthly report, weeks after it started.

  • Spend rising on decline

    Budget keeps flowing to ads whose efficiency is dropping.

  • No account baseline

    Generic benchmarks say nothing about what wins for this audience.

  • Briefs without evidence

    The next round of creative repeats guesses instead of proven patterns.

Inside Creative

One decision queue, ranked by commercial impact.

Assets, fatigue signals, benchmarks and confidence sit in a single queue, so the team sees what to scale, refresh or brief next - explained, not just reported.

Decision Queue (Creative)

Actions ranked by commercial impact - explained, not just reported.

Top asset · Meta Prospecting

Summer offer video · 30s

Above benchmark

3 actions queued - ranked by projected revenue impact and creative confidence.

Scale · Summer offer video

High conversion score, low fatigue, stable marginal return.

+£18.4k

Refresh hook · Product demo · 15s

Thumbstop declining, CTR still above benchmark.

High

Brief variant · Creator-led proof

Winning pattern: demo + direct offer + creator-led proof.

Next

Do nothing

-7%

Trend impact

Refresh creative

+14%

Attention uplift

Scale +20%

Medium

Confidence guarded

Create Brief
View Evidence

What Creative Intelligence covers

Every module moves the team from creative opinion to creative evidence, with account-specific thresholds throughout.

Creative decision queue

A per-creative Scale, Iterate, Learnings or Kill verdict, ranked by projected impact, from fatigue, half-life and creative velocity.

Performance signals

Hook effectiveness scored 0–100 from thumbstop rate, 3-second view rate, hold rate and downstream efficiency against your account baseline.

Fatigue detection

Active delivery cycles modelled per creative, with the point output falls below 50% of peak calculated from observed data only.

Scale, refresh and cut recommendations

Each creative gets a clear next action, and spend conflicts - spend rising while efficiency falls - are flagged with severity and the change behind them.

Commercial prioritisation

Hit rate, cost to find a winner and cost to find a scalable, broken down by hook type, format, CTA and length, so effort goes where it pays.

Creative briefing

Brief learning shows which hooks and angles win for this account, and pipeline health flags when more volume is needed.

Format and message analysis

Performance broken down by format, message, hook type, CTA and length, so the next brief builds on what this audience responds to.

Explainable recommendations

Every action shows the evidence behind it - lifecycle stage, fatigue level and confidence - so creative decisions can be defended, not just made.

From input to decision

  1. 01

    Bring in creative data

    Upload creative performance data from your ad platforms - impressions, clicks, spend, conversions - or connect an account.

  2. 02

    Score every creative

    Hook, fatigue and half-life are calculated against your account's own benchmarks. Missing inputs stay null, never estimated.

  3. 03

    Review the queue

    See the ranked actions with their evidence: what to scale, what to refresh, what to cut.

  4. 04

    Brief what's next

    Turn the winning patterns into the next brief and track whether the pipeline is producing enough new creative.

Works with the rest of ElenIQ

Creative Intelligence sits alongside Media Planning, Forecasting Intelligence, Annual Investment Planning and Affiliate Growth Intelligence in the same advertiser workspace and the same subscription, with Ask Dex working across all of them. Nothing to buy separately.

Planning

Media Planning

Build market, audience and channel plans

Forecasting

Forecasting Intelligence

Model scenarios, returns and budget movements

Annual planning

Annual Investment Planning

Build annual budgets, phasing and market allocations

Creative

Creative IntelligenceYou are here

Turn creative performance into prioritised actions

Affiliate growth

Affiliate Growth Intelligence

Identify partner and programme growth opportunities

Ask Dex · across every capabilityAsk a question across your plans, forecasts, annual investment, creative and affiliate programme.About Ask Dex

Ask Dex

Ask the question. Get the reasoning.

Ask Dex works across ElenIQ. From Creative Intelligence it can interrogate this workspace’s outputs and the assumptions behind them, and bring in the rest of the platform when the answer needs it.

How Ask Dex works

Ask Dex · from Creative

“Which creative should we scale this week, and which assets are beginning to fatigue?”

Scale Creative 04 this week: it is early in its life, efficiency is 22% above the account baseline and confidence is high. Creatives 02 and 07 are beginning to fatigue - frequency is rising while hook rate has fallen for two weeks - so refresh the hook and keep the concept.

  • Cites lifecycle stage and fatigue level for every call
  • Never recommends scaling a creative already in decline
  • Uses this account's benchmarks, not industry averages
Illustrative example with placeholder data.

Who this is for

Creative Intelligence is built for the teams who make, test and pay for creative.

Paid social teams

Score every ad on hook, fatigue and half-life against your own account.

Creative strategists

Replace subjective reviews with evidence on what structures actually win.

Performance creatives & UGC teams

See which concepts to iterate and how many new ads to brief next.

Growth & acquisition teams

Catch spend rising on declining creative before budget is wasted.

Agencies

Give clients account-specific creative scorecards instead of gut-feel calls.

In-house brand studios

Tie creative decisions to delivery data, not opinion in the review.

Frequently asked questions

What is creative fatigue?

Creative fatigue is the decline in an ad's performance as your audience sees it too many times - efficiency drops, cost rises and engagement falls. Creative Intelligence models active delivery cycles per creative and flags when performance starts to decay against your account's own fatigue window, not a single global rule.

How often should paid social ads be refreshed?

There is no universal cadence - it depends on audience size, spend level and how quickly each creative fatigues. Rather than guessing, ElenIQ watches frequency and efficiency decline per creative and flags refresh timing from observed data, so you refresh when performance actually warrants it.

How many creatives do you need for Meta Ads?

Enough to keep a healthy testing pipeline given your spend and win rate, since most creatives never become scalable winners. Creative Intelligence calculates your win rate, scalable rate and required creative velocity, then flags underproduction so you know how many new ads to brief to hit your target winner count.

How do you calculate a creative testing budget?

Work back from how much it costs to find a winner: your testing spend per creative, your win rate, and how many winners you need. ElenIQ tracks cost to find a winner and cost to find a scalable across the account, so the testing budget is grounded in your real hit rate rather than a flat percentage.

What is hook rate (thumbstop rate)?

Hook rate, or thumbstop rate, measures how well a creative stops the scroll in the first seconds - the share of impressions that become genuine views. Creative Intelligence scores hook effectiveness 0–100, weighting thumbstop rate, 3-second view rate, hold rate and downstream efficiency against your account baseline.

What is creative half-life?

Creative half-life is the point at which a creative's output falls below 50% of its peak performance. ElenIQ calculates it from observed impression and efficiency data - never an assumption - so half-life values are traceable to real delivery and tell you how long a creative has left.

When should you scale, iterate or kill a creative?

Scale creatives that are efficient and still early in their life; iterate strong concepts that are fatiguing so the winning elements carry forward; kill creatives that have passed half-life or never reached the bar. Creative Intelligence returns a per-creative Scale, Iterate, Learnings or Kill verdict from fatigue, half-life and velocity.

Is Creative Intelligence sold separately?

No. Creative Intelligence is included with every ElenIQ plan, alongside Media Planning, Forecasting Intelligence, Annual Investment Planning, Affiliate Growth Intelligence and Ask Dex, with unlimited users. Plans are priced only by the number of advertiser workspaces you manage.

Related resources

Get the complete ElenIQ platform.

Media Planning, Forecasting Intelligence, Annual Investment Planning, Creative Intelligence and Affiliate Growth Intelligence on every plan, with Ask Dex and unlimited users. You only pay for the number of advertiser workspaces you manage.

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