The Creatives screen answers a question the campaign view cannot: which creative is actually working, across everywhere it runs?
The same creative usually runs in several campaigns, so its performance is split across them. This screen puts it back together.
Prefer to watch? Sixty-six seconds on reading the stack, and the bottom-funnel creative.
Creatives by Campaign
A horizontal bar per creative, stacked by campaign. Each segment is one campaign's contribution to that creative's total.
Two controls sit above it:
Creatives — how many to show, so you can look at the top 10 or widen it.
Metric — what the bars measure. It opens on Sales.
The legend names the campaign types contributing — Online Video, Remarketing: DSP, Retargeting: DSP, Warm Prospects: DSP.
Why the stacking is the point
A creative's headline total tells you it performed. The stack tells you where.
Two creatives with similar totals can be completely different assets: one carried by a single remarketing campaign, another performing evenly across prospecting and retargeting. The second is a genuinely strong creative; the first is a strong audience with a creative attached.
Look for these three shapes:
| Shape | What it means |
|---|---|
| One dominant segment | the campaign is doing the work, not the creative |
| Even across several | a genuinely versatile creative — worth more of your budget |
| Strong in retargeting, weak in prospecting | it works on people who know you, not on strangers |
That last one is the most common and the most useful. A creative that only performs on warm audiences is not a bad creative — it is a bottom-funnel creative, and using it for prospecting wastes it.
Change the metric
Sales is a reasonable default but it rewards whichever creative ran in the campaigns with the most budget.
Switch to a rate — or to spend, then back — and the picture changes. A creative with modest sales and excellent efficiency is being under-used; one with high sales and poor efficiency is being carried by volume.
The Creatives count is worth widening once, too. The top 10 are the ones you already know about; the interesting cases are often just below.
Reading it fairly
Creatives do not run for equal time. A new asset has had fewer days to accumulate. Check the date range against when things launched before concluding one is weak.
Video and display are not comparable. An Online Video creative and a static display banner do different jobs, and comparing their sales directly is a category error. Compare within a format.
DSP attribution is 14 days. Recent creatives are under-credited. See Why SP, SB and SD Numbers Don't Add Up.
What to do with it
Give the versatile creatives more room. The ones performing across campaign types are your safest place to add budget.
Stop asking bottom-funnel creatives to prospect. If a creative only works in remarketing, keep it there and make something else for the top.
Retire the ones carried entirely by one campaign — or test them elsewhere before deciding they were good.
Changes happen in Amazon's DSP console. TrackIQ's DSP reporting is read-only; this screen tells you what to change rather than where to change it.
Related
- DSP Campaigns — the funnel and the campaign table.
- DSP Products — the same stacked-by-campaign treatment, per ASIN.
- DSP Metrics Explained — the columns unique to display.