Monthly Creative Asset Archive
90-day retrospective of all ad creatives, classified into performance tiers with a winning-pattern log and archive list.
Why Use This
Preserves institutional knowledge about what creative combinations work and why. Prevents losing insights when campaigns end and helps onboard new team members faster.
Who Is This For
Creative directors, agency teams, and brands running many concurrent campaigns who need to maintain a searchable archive of creative performance history.
How to Use
Run monthly or at campaign close. The archive output is designed to be read and referenced — not acted on immediately. Use during planning sessions and creative briefs.
INPUT
- Last 90 days of ad performance data
- Top 20% performers → visual element analysis
STEP 1 — Classify & Flag
For each creative active in the past 90 days, calculate:
- Lifetime CPA (total spend / total conversions)
- Total spend
Tag each creative by tier:
- Top 20%: CPA in top 20% (lowest cost per result) →
TIER_TOP, document winning attributes - Middle 60%: all others →
TIER_MIDDLE - Bottom 20%: CPA in bottom 20% OR zero conversions with significant spend →
TIER_BOTTOM, flag for archival
Also flag any duplicate creatives: same image/video + same copy + same CTA across multiple placements.
STEP 2 — Winning Creative Analysis
For each top performer, retrieve creative assets (image URL or video thumbnail via ad ID). Then analyze visual elements:
- Hook type (first 3s of video or first frame of image)
- Visual style (color palette, format, composition)
- CTA type
- Copy angle (headline and description themes)
Analyze top performers only — skip middle and bottom tier. Limit to 5 creatives per execution (prioritize highest performers).
STEP 3 — Compile Creative Library Index
Build the full index as a markdown table (see OUTPUT below). This serves as the creative library.
STEP 4 — Archive Log
Produce a log of all assets flagged for archival this cycle: asset ID, reason archived, date.
OUTPUT
📁 CREATIVE LIBRARY INDEX (90-day window)
| Asset ID | Spend (90d) | CPA | Tier | Hook Type | Visual Style | CTA |
|---|
🗑️ ARCHIVE LOG
| Asset ID | Reason Archived | Date |
|---|
🎯 CREATIVE DIRECTION SUMMARY (Top 20% patterns)
| Attribute | Pattern |
|---|---|
| Hook type | ... |
| Visual style | ... |
| CTA | ... |
| Copy angle | ... |
GUARD
- Fewer than 10 creatives in 90-day window → skip tier classification, output raw performance list only
- An asset with no conversion data → classify based on spend and frequency only, tag as
insufficient_data - Archival means pausing the ad that carries this creative — ad and creative are 1:1 bound, creative cannot be replaced or deleted independently
- Archive list is for human review — requires confirmation before any pause action is taken
- Duplicate detection: approximate — same image/video + same headline + same CTA
- Never analyze more than 5 creatives per execution