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.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-dsp-creatives-explainer-d119c203.mp4)

*Prefer to watch? Sixty-six seconds on reading the stack, and the bottom-funnel creative.*

## **Creatives by Campaign**

![Each bar is one creative, segmented by the campaigns it runs in](/kb-assets/shot-b24-creatives-view-34c50a.png)

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**](https://kb.trackiq.com/hc/knowledge-base/articles/why-sp-sb-and-sd-numbers-dont-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**](https://kb.trackiq.com/hc/knowledge-base/articles/dsp-campaigns) — the funnel and the campaign table.
- [**DSP Products**](https://kb.trackiq.com/hc/knowledge-base/articles/dsp-products) — the same stacked-by-campaign treatment, per ASIN.
- [**DSP Metrics Explained**](https://kb.trackiq.com/hc/knowledge-base/articles/dsp-metrics-explained) — the columns unique to display.