Try Wilow Today
Get Started Free
Outliers Scatter Chart
Wilow's Outliers Scatter Chart plots every Meta ad by spend and conversion efficiency. Spot high-spend underperformers and low-spend hidden winners instantly.
The Outliers Scatter Chart gives you a complete view of your Meta ad account in a single chart: spend on one axis, conversion efficiency on the other. Every active ad is a point. The outliers: the high-spend underperformers and the low-spend hidden winners: are immediately visible without sorting or filtering.
The Creative Leaderboard ranks ads by performance from best to worst. That is useful for most creative analysis decisions. But rank-ordering has a blind spot: it does not show the relationship between spend and results. An ad ranked third might have a great conversion rate on trivial spend. An ad ranked fifteenth might be consuming 20% of your budget with a below-average CPA. The scatter chart makes both of those visible at a glance.
Each point on the Outliers Scatter Chart represents a single Meta ad creative. The horizontal axis shows spend: how much budget has been allocated to that creative. The vertical axis shows conversion efficiency: how well that spend is converting relative to the rest of the account. The four quadrants tell four different stories: high spend and high efficiency is your proven core set; low spend and high efficiency is where hidden winners sit; high spend and low efficiency is where budget is being wasted; low spend and low efficiency is noise.
The most common use case for the scatter chart is finding creatives that are performing well but have not received enough budget to surface in a ranked list. An ad with a strong conversion rate but minimal spend may never make it to the top of the leaderboard: but it appears in the upper-left quadrant of the scatter chart as an obvious candidate for scaling. This is the signal that rank-ordering alone consistently misses.
The other direction matters equally. A creative allocated significant budget but performing below average is easy to miss in a leaderboard view: it might sit somewhere in the middle of the list. On the scatter chart, it sits in the lower-right quadrant, where its spend-to-efficiency ratio makes it immediately visible as a reallocation candidate.
Hover any point on the scatter chart to preview the ad creative it represents: image or video thumbnail, key metrics, and a link to the full ad detail. This makes it possible to go from identifying an outlier to reviewing the creative in a few seconds.
The Outliers Scatter Chart is designed to complement the Creative Leaderboard, not replace it. The leaderboard answers which ads are performing best: useful for creative learning and scaling decisions. The scatter chart answers where budget is misallocated: useful for optimisation and reallocation decisions. Both views use the same underlying data; the scatter chart provides a different lens on it.
The Outliers Scatter Chart is available on Wilow's free plan: no credit card, no time limit. Connect up to 3 Meta ad accounts and see 30 days of scatter chart data. Pro is $50/month for up to 10 ad accounts and 12 months of history.