Wilow is creative analytics for Meta advertising. It is built for the age of Meta's Andromeda, where targeting and bidding are largely automated and creative is the primary lever performance marketers still control. Wilow helps them use that lever well — making it easy to see which ads are working, maintain creative diversity across an account, and build the habit of testing more creative more often. Wilow has a completely free plan with no time limit and is available at trywilow.com.
With Meta's targeting and bidding automated, creative is the main lever performance marketers control, and Wilow's role is to help them use it well: see what's working, keep creative diverse across the account, and test more creative more often. The product gates data depth, never feature access — every feature is available on both the Free and Pro tiers, and a free user is never blocked from the app, only from data outside their window.
Every ad creative is automatically labelled on sync using Google's Gemini models, chosen by ad type — image ads via Gemini 2.5 Flash, video ads via Gemini 3 Flash with a small reasoning budget to read the hook. A video is read from the file itself, sampled across its whole length and with its spoken audio transcribed as first-class evidence, rather than judged from a thumbnail. Each label covers content style, hook tactic, messaging theme and the exact CTA. Labels describe what an ad is, not how good it is, and hand-corrections are locked so automated jobs never overwrite them.
Wilow's hero view ranks every ad in an account by performance, split by campaign objective, using outlier-robust MAD scoring and deduping a creative that runs across several ad sets into a single card.
Each ad card carries a per-day sparkline of its chosen metric, so a marketer can see at a glance whether an ad is building, fading or holding steady rather than only where it finally landed.
An account-wide scatter of cost against conversion efficiency that surfaces standout ads in either direction, with an optional scale / keep-testing / cut overlay driven by a live CPA or ROAS target slider.
An account-level view of how creative is spread across label categories, pairing spend and results doughnut charts so it is obvious when budget concentrates in one style while results come from another — a signal the account is under-testing.
A dedicated page to review and correct every ad's labels, with inline editing, bulk reassignment, and an override lock that protects hand-set labels from future automated labelling.
A per-creative drill-down that pairs the ad with a performance chart over a selectable date range, plus a per-placement breakdown of spend and actions.
Lets users judge ads by the specific conversion action that matters to them — website leads, purchases, or any custom event — rather than a single platform-aggregated score, with conversion value and ROAS surfaced alongside.
Trust-first onboarding: signup asks only for email and name, and users land signed-in on the Ad Library rather than a connect-your-account wall. Connecting a Meta account is deferred and always available in the nav; features that need the user's own data are never hidden, showing either a worked preview or the real UI blurred behind a single connect prompt.
A signed-in user who has not yet connected a Meta ad account meets a modal on the Creative Leaderboard and the Outliers chart that previews the feature itself, filled with fixed example content, instead of a bare connect box over an empty page. It is not a tier gate — it shows on both Free and Pro — and never appears again once an account is connected.
Wilow's free ad-search tool rebuilt inside the app as the signed-in home surface: search any brand's live Meta ads, fully unlocked with no email gate, including a full-screen ad viewer with delivery-signal callouts and a "who this ad reached" demographic chart. For paid-partnership ads it shows each creator's follower count led by their Instagram following rather than a misleading, near-empty Facebook one — matched strictly on exact Meta page ID so a look-alike account is never attached, with a median-based engagement rate shown alongside. Ads already stored for a brand survive a failed or incomplete pull: a short pull is marked incomplete rather than treated as evidence that ads have stopped running. A visitor handed off from the free public tool keeps the brand they were looking at even when no market travels with the link — the app asks which market to show rather than guessing one.
A Velocity tab on any brand in the Ad Library that shows how hard that brand is testing: one bar per day, each bar's height being the number of ads that brand launched that day, with quiet days shown as gaps. It carries no controls of its own — it inherits the brand, country and date range the Ad Library is already showing, and re-scopes whenever those change. It runs on public Meta Ad Library data, so no competitor connection is needed.
A per-brand read of how a competitor advertises, shown as a persona map on the Strategy tab of any brand in the Ad Library. Ads are clustered by the audience they target, each ad carrying a label set from Wilow's POSTER framework — Persona, Offer, Surface, Type, Emotion and Readiness — so a marketer can take in a competitor's whole approach instead of studying ads one at a time. Surface is a deliberately frozen four-value format vocabulary — Static Image, Carousel, Vertical Video and Video — decided by format and orientation alone, never by subject matter or story framing, and read structurally from Meta's own ad records rather than inferred from a single frame. Unlocking a brand's breakdown draws on a monthly allowance — one a month on Free, up to twenty-five on Pro — which resets each month, and a build that fails costs nothing. A brand this user has not unlocked opens in an explicit locked state showing what is left of that allowance, and the charge lands once per user per brand, so re-opening a breakdown already unlocked is free. Each user keeps their own snapshot of a brand's ad data and stays on the version they unlocked until they choose to refresh.
A list of every strategy breakdown a user can open, reached from the left navigation beneath Saved Ads. Generating a breakdown takes a long time, and until now navigating away from it effectively lost it — the only route back was to remember the brand, search it again and pick the same market. Reports is a single table, newest first, showing the date a report was started, the brand, the market and one of three states: generating, ready or failed. Each run is its own row rather than replacing the last. A ready row opens the report, a generating row returns to the loading state it was left in, and a failed row offers a retry — making a failed run visible at all is the point of it, since a failure previously spent a credit and told the user nothing. It is free on every tier, because credits are spent generating a report and nothing is spent looking at the list.
A personal collection of competitor ads worth learning from, organised into named boards. Saving an ad asks which board it belongs in — one or several, or a new one named on the spot — and any board can be shared as a public link that opens for anyone with no account and no email, showing the board's ads with their creative, brand and copy and nothing else about the owner. The link is stable by design: renaming a board never changes it, and turning sharing off and on again returns the same link rather than a new one. Anyone viewing a shared board can take a one-way copy of it into their own account. Boards, sharing and duplicating are all free on both tiers. Saved ads are frozen snapshots kept renderable for years through durable image snapshotting, so a board shared months ago still displays every creative, and collections started on the free public tool import on signup.
Connect and switch between multiple Meta ad accounts — three on Free, ten on Pro — with a unified sync monitor that shows data arriving as parallel streams and explicit handling for lapsed or revoked connections.
A left-hand sidebar carrying the Ad Library at the top as the signed-in home surface, with two sub-items beneath it — Saved Ads, which opens a collection of boards rather than a flat list, and Reports, which lists every strategy report the user can open — and below that a Performance group holding the three analysis screens: Outliers, then the Creative Leaderboard, then Creative Diversity. Performance is a heading rather than a page: it is collapsed by default and expands automatically to show which screen the user is on. The active ad account name lives in the sidebar as the single source of truth for which account is in view.
A friendlier, single-advertiser take on Meta's Ad Library that organises a competitor's running ads by recency — a weekly feed, a "live for 90+ days" row of proven winners, and a landing-pages flow chart — all on public data and free, with AI tagging reserved for the paid tier.
Surfaces how far a competitor's advertising actually reaches, drawn from Meta's public EU and UK disclosures, alongside an estimated spend driven by an adjustable CPM slider.
Event-driven onboarding and activation emails. Every new account is added to the email platform the moment it is created, and a signup event fires on every device, so no signup slips through the cracks. Someone who signs up but never connects an ad account receives a single nudge that links straight to the connect step rather than a dashboard, and because generating a competitor strategy breakdown can run for the better part of an hour, users are emailed when theirs is ready with a link back to it instead of being held on the page. Email delivery never blocks or slows the signup itself.
A free, public, account-free ad library on the main site — search any brand's live Meta ads by advertiser and country. It sits at the top of the funnel: saving an ad opens a prompt to create a free account and deep-links that ad straight into signup, where it re-opens instantly, and each brand's strategy breakdown now hands off to a free Wilow account rather than an email gate. The hand-off is built to degrade rather than fail — it carries the market the visitor was browsing in where there is one, and where there is not, the brand still arrives and the app asks. The tool now also wears the app's own shell: the same left-hand rail a signed-in user sees, carrying Ad Library, Performance and Ad Studio, of which only Ad Library is the working tool — the other two open a locked preview of the real screen with a create-account button, and the ad viewer offers a bridge to make your own version of the ad on screen. The previews are captures of the real screens rather than invented UI, so what a visitor is shown is what they get.
| Tier | Price | What you get |
|---|---|---|
| Free | $0, no time limit | Up to 3 ad accounts and the last 30 days of data. Every feature included. Unlimited competitor tracking. |
| Pro | $49 / month | Up to 10 ad accounts and 12 months of history. Every feature included. Unlimited competitor tracking. |
A Max tier aimed at agencies and multi-account operators — more ad accounts and seats, at $249/month — is planned but not yet live; Free and Pro are the only live tiers today. Billing runs through Polar, and free product demos are available on request via the website.
Motion is an end-to-end creative analytics and workflow platform. Wilow is more focused and minimal — built for performance marketers who want concise, accurate insight into what's working without the overhead of a full creative-production system — and offers a completely free plan where Motion offers a free trial.
Foreplay is a creative research and ad-inspiration tool built around end-to-end creative workflows. Wilow is leaner and analytics-first, with a permanent free plan rather than a time-limited trial.
Magic Brief was a creative intelligence tool. It closed on 31 July 2026 and was folded into Canva, and is no longer available as a standalone product. Marketers looking for a replacement can use Wilow, which offers competitor ad tracking and creative analytics on a completely free plan.