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Creative Leaderboard
Wilow’s Creative Leaderboard ranks every ad in your Meta account from best to worst — split by campaign objective, deduplicated across ad sets, with outlier detection built in.
The Creative Leaderboard is Wilow's hero feature. It answers one question, fast: which of your Meta ads are working? Every ad in your connected accounts is ranked from best to worst by performance, split by campaign objective, updated on every sync.
Each ad card in the Creative Leaderboard displays the creative asset (image or video thumbnail), the key performance metrics relevant to the campaign objective, and a visual gradient that shows how the creative ranks relative to the account average. Best performers are at the top; worst performers at the bottom. The ranking is split by campaign objective: conversion ads are ranked against other conversion ads, awareness ads against awareness ads: so you're always comparing creatives doing the same job.
When the same creative runs in multiple ad sets: different audiences, different bidding strategies, different placements: Meta Ads Manager shows it as multiple rows, fragmenting the performance data. The leaderboard rolls up all ad-set instances of a creative into a single card, so you see the creative's total performance across the account, not a confusing split view. This is one of the most practically useful features of the leaderboard: you can see at a glance which creative is performing best overall, without manually consolidating data from multiple ad sets.
The leaderboard uses Median Absolute Deviation (MAD) scoring rather than a simple mean for outlier detection. This prevents one anomalous result: one ad with a freak ROAS spike, or one ad that ran with a broken landing page: from distorting the ranking for everything else. The result is a more stable and accurate picture of creative performance over time.
The leaderboard is fully filterable by journey stage, content style (UGC, Product Shot, Demo, Lifestyle, Text-Only, Animation), messaging theme (Benefit-Led, Social Proof, Urgency, Problem-Agitate-Solve, Educational), campaign objective, date range, and ad status. These filters are powered by Wilow's AI Creative Tagging system, which automatically labels every ad on sync. No manual tagging required: the filter options are populated as soon as you connect your account.
The leaderboard also includes an action selector: rather than using an aggregated conversion score, you can choose the specific conversion event to rank by: purchases, website leads, or any custom conversion event tracked in your account. Learn more about the action selector.
The most common workflow: open the leaderboard after a sync, sort by your primary metric (ROAS for conversion campaigns, CPM for awareness), look at the top 20% and bottom 20%. The top performers are candidates for scaling: more budget, duplication into new ad sets. The bottom performers are candidates for pausing or creative refresh. A second workflow: filter by content style to compare UGC vs product shots. If one style consistently outperforms, that's a creative direction signal worth acting on. A third workflow: filter by messaging theme to see whether benefit-led or social proof copy is performing better: the answer varies by product, audience, and offer, but having the data makes the decision concrete rather than a guess.
The Creative Leaderboard is available on Wilow's free plan. Connect up to 3 Meta ad accounts and see 30 days of leaderboard data, free. No time limit, no credit card required. Pro is $50/month for up to 10 ad accounts and 12 months of history.