> ## Documentation Index
> Fetch the complete documentation index at: https://docs.stefanbrain.com/llms.txt
> Use this file to discover all available pages before exploring further.

> ## Agent Instructions
> Follow the content contract in AGENTS.md.
> Treat text as the canonical explanation; video and screenshots enhance it.
> Do not publish unverified product behavior or duplicate an existing canonical article.

# Creative Strategist: Build an AI dashboard around the ad metrics that matter to you

> Describe the metrics you want, compare ad performance by useful segments, and turn dashboard findings into your next creative questions.

Use **Creative Strategist** to build a dashboard around the questions you
actually ask about your ads. Describe a metric in plain language, compare
the relevant groups, and use Chat to explore what deserves attention.

## Watch the walkthrough

<video controls playsInline preload="metadata" className="w-full h-auto rounded-xl" poster="/images/tutorials/qa/ai-metrics-poster.jpg" alt="Creative Strategist: Build an AI dashboard around the ad metrics that matter to you" aria-label="Creative Strategist: Build an AI dashboard around the ad metrics that matter to you">
  <source src="https://stefanbrain.com/api/video/adaptive/tutorials/build-an-ai-metrics-dashboard/full-frame-2026-10-09.mp4" type="video/mp4" />

  <a href="https://stefanbrain.com/api/video/adaptive/tutorials/build-an-ai-metrics-dashboard/full-frame-2026-10-09.mp4">Watch the walkthrough</a>
</video>

[Watch on Loom](https://www.loom.com/share/f792ec2eb4944b7fa04ccef396084941).
Jump to **0:12** for AI metrics, **1:43** for Chat, **4:23** for data sources,
or **8:44** for dashboard layout and metric comparisons.

## Practical use cases

<CardGroup cols={2}>
  <Card title="Compare performance by creative strategist" icon="users">
    Group CPA and ROAS by your existing strategist labels so you can choose
    which creative work to study and discuss in your next team review.
  </Card>

  <Card title="See where your spend is going" icon="chart-pie">
    Break spend down by awareness stage to see which messages receive budget
    and decide where you need a closer look at creative coverage.
  </Card>

  <Card title="Investigate a performance change" icon="chart-no-axes-combined">
    Compare periods and ask which ads contributed to the change, giving you
    a focused starting point for the next analysis or creative brief.
  </Card>
</CardGroup>

## Start with the right data

Open **Creative Strategist** from the sidebar. Select the connected account
and date range you want to inspect. Check that the ads and metrics shown
belong to that account before building a comparison.

Use labels that exist in your data. A request for performance by strategist
needs a way to identify each strategist's ads, such as consistent ad-set names.
StefanBrain cannot infer team ownership from names that do not identify it.

If the connected account is missing, check
[connector access](/knowledge-base/connectors-automations/share-connectors-with-your-team).
For feature-access problems, contact
[support@stefanbrain.com](mailto:support@stefanbrain.com).

## Build an AI metric around your question

<Steps>
  <Step title="Choose one comparison">
    Decide what the metric should help you review: creative ownership,
    awareness-stage spend, or a change over time. Start with one question.
  </Step>

  <Step title="Open AI Metric and describe what you want">
    Specify the metric and grouping in plain language. Use the actual labels
    in your account rather than the example names in the video.
  </Step>

  <Step title="Check the result against the source">
    Review the groups, account, and date range. Check whether any ads were
    left out because their names or labels do not match the request.
  </Step>

  <Step title="Arrange the dashboard for your review">
    Keep the metrics that answer your question visible together. Use metric
    overlays when you want to compare how measures such as CPA and ROAS
    move over the same period.
  </Step>
</Steps>

## Two useful starting requests

Compare strategist groups to decide which ads to inspect together:

```text theme={"system"}
Show CPA and ROAS grouped by the CS1, CS2, and CS3 labels in our ad-set names.
```

See which awareness stages receive spend so you can review your creative mix:

```text theme={"system"}
Show spend by awareness stage for the selected account and date range.
```

If the needed labels or data are missing, choose a grouping your account
actually supports. Check missing data before treating an empty result as zero.

## More questions to build your dashboard around

Start with the fields your connected account actually contains. For custom
groups, use consistent names or labels; do not assume the dashboard knows
your team's naming conventions.

| Question | AI metric request | What it helps you decide |
| - | - | - |
| Which creative formats deserve a closer look? | “Group spend, CPA, and ROAS by the UGC, static, and founder labels in our ad names.” | Choose which format groups to inspect before briefing another batch. |
| Are prospecting and retargeting telling different stories? | “Compare spend, CPA, and ROAS for campaigns labeled Prospecting and Retargeting.” | Review acquisition creative separately from ads reaching people who already know you. |
| How are the launch concepts performing? | “Group spend and purchases by the Concept A, Concept B, and Concept C labels in our ad names.” | See which concepts have enough activity to investigate and which need more data. |
| Where is the budget going across products? | “Show spend and ROAS for the product labels in our campaign names.” | Identify which product campaigns to examine in the next account review. |

Replace those example labels with your own. Check that each group contains
the ads you intended before using the comparison in a report.

### Pair a dashboard finding with a useful follow-up

Use Chat for the interpretation and next action, rather than trying to pack
an entire strategy request into one metric:

```text theme={"system"}
Within the UGC group, which ads account for most of the spend and purchases?
Compare their hooks and offers. Give me 10 distinct hook directions for our
next brief, tied to the patterns you found. Keep the current Product and
offer, and explain what each direction would test.
```

Review the supporting ads before selecting a direction. A strong group average
can hide a single ad carrying most of the results.

## Use Chat to explore the change

Ask a comparison question in the dashboard's Chat. This request helps you
choose where to investigate before writing new creative:

```text theme={"system"}
Compare ROAS over the last 14 days with the previous 14 days. Which ads
contributed most to the change? Show the supporting spend and results,
then suggest what I should inspect first.
```

Follow up on the actual ads rather than stopping at the account average:

```text theme={"system"}
Compare the hooks, offers, and awareness stages of those ads. What differences
are worth testing next? Tie each suggestion to the ads you inspected.
```

Review the ads behind the answer. Check whether spend, timing, or the offer
also changed before attributing a result to the hook alone.

## Turn the finding into the next test

Choose a specific ad and a specific change. The walkthrough shows creating
variations from an ad; keep your instructions focused on the angle, copy,
or visual you want to explore.

Review generated variations before moving them into Launch. See
[prepare, review, and launch ads](/knowledge-base/launch-publish/launch-ads)
for the publishing steps and spend checks.

## When a comparison looks wrong

* **A group is missing:** Check the spelling and consistency of its labels.
* **The previous period is empty:** Choose dates covered by the connected account's data.
* **The answer is too broad:** Name the ads, metric, and comparison you want to investigate.
* **Different views disagree:** Confirm the same account, dates, and filters are selected.

## Next steps

* [Connect Meta before launch](/knowledge-base/launch-publish/connect-meta-before-launch)
* [Turn connected data into useful work](/knowledge-base/connectors-automations/connector-use-cases)
* [Develop original hooks and ad copy](/knowledge-base/chat/develop-original-hooks-and-ad-copy)


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