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written by Kole ogundipe
Wilow is creative analytics for Meta — focused, affordable, and free to start. See how it compares to the other tools in the space.
⚠️ Magic Brief is shutting down on July 31, 2026 at 8 PM EST. If you’re currently on a Magic Brief plan, now is the time to find an alternative.
Magic Brief was acquired by Canva and the team is winding down the standalone product. Some features will move into Canva Grow, but many users are looking for a dedicated replacement: especially for ad creative analytics. This piece covers Wilow as an alternative, and what to consider when making the switch.
Magic Brief was an AI-powered creative workflow platform for advertising teams. It combined a brief builder, competitor ad tracking across 12 million ads, creative inspiration, and performance analytics. It was a popular tool for creative teams that needed research, briefing, and performance data in one place.
Canva acquired Magic Brief for $22.5 million. The team has joined Canva and the standalone product will be available until July 31, 2026, after which some functionality moves to Canva Grow.
Wilow is creative analytics for Meta. It’s a more focused tool than Magic Brief: no brief builder, no inspiration library, no competitor ad research. What it does do is give you clear, accurate insight into which of your Meta ads are working, ranked by performance, automatically tagged, and updated on every sync.
If performance analytics was the part of Magic Brief you relied on most, Wilow is the closest like-for-like replacement. If you used Magic Brief primarily for brief creation or creative inspiration, you’ll want to evaluate Canva Grow alongside Wilow.
| Feature | Wilow Free | Wilow Pro | Magic Brief |
|---|---|---|---|
| Price | $0 forever | $50/mo | $249/mo+ |
| Currently available | ✓ | ✓ | Shutting down July 31 |
| Permanent free plan | ✓ | ✓ | ✗ |
| Creative Leaderboard | ✓ | ✓ | ✓ |
| AI Creative Tagging | ✓ | ✓ | ✓ |
| Outliers Scatter Chart | ✓ | ✓ | — |
| Brief creation | ✗ | ✗ | ✓ |
| Competitor ad library | ✗ | ✗ | ✓ (12M+ ads) |
Magic Brief started at $249/month. Wilow’s free plan has no time limit: connect up to 3 Meta ad accounts and see 30 days of data, forever. No credit card required. If you’re migrating from Magic Brief and want to evaluate your options before July 31, Wilow’s free plan lets you do that without any commitment.
Wilow Pro is $50/month: giving you up to 10 ad accounts and 12 months of historical data.
Every ad synced to Wilow is automatically labeled across four dimensions: content style (UGC, Product Shot, Demo), hook tactic and opening text for video ads, messaging theme (Benefit-Led, Social Proof, Urgency), and the exact CTA text. Labels are generated once per creative using Gemini 2.5 Flash: they don’t regenerate unless the creative file itself changes.
Wilow’s headline feature ranks every ad in your account by performance relative to the account average, split by campaign objective. Ads running across multiple ad sets are deduped: you see creatives, not placements. Outlier handling uses MAD scoring so one anomalous result doesn’t skew the full ranking.
Wilow is not a brief builder and doesn’t have a competitor ad inspiration library. If those were core to your Magic Brief workflow, Canva Grow (which is absorbing Magic Brief’s functionality) or tools like Foreplay may be better fits for that side of the job.
Wilow is the right replacement for the performance analytics part of Magic Brief: understanding which ads are working and which to cut.
Magic Brief served a wide creative workflow: from inspiration to briefing to analytics. Wilow focuses purely on the analytics end: which Meta ads are working and why. It’s a more focused tool at a much lower price point, with a permanently free plan for smaller teams.
If you’re a Magic Brief user looking to migrate before July 31, Wilow is worth trying: the free plan means you can evaluate it with zero commitment before your Magic Brief account goes dark.