--- title: "Creative intelligence" description: "Marxx creative intelligence reads every ad in your account, scores hooks, angles and formats against spend and CPA, detects creative fatigue from CTR, CPM, ROAS and frequency, and audits campaign structure, budgets, naming and creative coverage." canonical_url: "https://marxx.ai/features/creative-intelligence" --- # Creative intelligence: what ran, what worked, and what is decaying. Marxx reads every creative in your connected ad account, tags it by hook, angle, format and offer, and attaches spend and CPA to the idea rather than the ad ID. Fatigue is scored per creative before the CPA moves, and the account audit covers the structure around it. **Grouped by the creative decision.** Spend, CPA and ROAS roll up by hook, angle, format, offer and avatar, so the finding transfers to the next brief instead of dying with the ad ID. **Fatigue scored, not eyeballed.** A composite of CTR, CPM, ROAS and frequency, plus change-point detection on each creative's own curve, sorted into five severity levels. **The account around the creative.** A seven-chart audit over a 180-day window covering spend efficiency, creative freshness, format mix and cohort behaviour. ## Questions ### What is creative intelligence? Creative intelligence is the practice of analysing the creative itself, the hook, angle, format, offer, avatar and on-screen copy, and tying each of those decisions to performance. An ads dashboard reports that ad 4471 beat ad 4472. Creative intelligence reports that the founder-to-camera hook beat the UGC testimonial across both, which is the finding that transfers to the next round of production. ### How does Marxx analyse the ads in my account? Marxx pulls the creative history from the connected Meta ad account, not just the last thirty days. Video, static and carousel creative is parsed frame by frame and line by line, then tagged along several dimensions: hook type, offer type, ad type, emotion, social proof type, authenticity type and intended audience. Spend, CPA and ROAS are rolled up by those tags, so the report is grouped by creative decision rather than by ad ID. ### How does Marxx detect creative fatigue? Fatigue is a weighted composite of four signals: click-through rate, CPM, ROAS and frequency, with CTR carrying the most weight and frequency the least. On top of the composite, Marxx runs change-point detection over each creative's own metric path, so a break in the curve is identified from the shape of that ad's history rather than from a fixed threshold applied to every ad in the account. ### What do the fatigue levels mean? Scores are sorted into five levels: healthy, watch, moderate, high and critical. Frequency is banded separately, because a creative at 2.0 frequency and one at 5.0 are different problems even at the same headline score. The levels exist so you can act on a list rather than read a chart. ### Does it tell me why an ad is declining, or just that it is? Why. Each creative is placed in a named diagnostic state that describes the failure mode rather than the metric: offer fatigue, burnout starting, high CTR with low sales, costs rising but still working, clicks too expensive, only existing buyers left, wrong audience, cold start failure. A greenfield winner and an ad that is profitable but repeating are both profitable, and they need opposite decisions. ### What is the account audit? The account audit is a scorecard over the parts of the account that are not any single creative. It runs seven creative charts and a set of performance charts over a 180-day window: the spend efficiency map with one point per ad, creative freshness, format mix, and cohort behaviour over time. Each chart answers one question, such as where spend concentrated, how old the creative carrying it is, and which formats the account has stopped producing. ### Can I search across my whole ad library? Yes. Semantic search runs over the full library, so you can ask for every ad that used a specific claim, showed a price on the first frame, or opened on a founder, and get the matching creative with its performance attached. It matches on meaning, so it finds the ads whether or not anyone named them consistently. ### Can I get alerted instead of checking a dashboard? Yes. Alerts are conditions you define on the metrics that matter to you, with a severity and a granularity, and they are delivered to Slack or email. Scheduled digests and a launch review after a new ad goes live cover the same ground on a cadence rather than on a trigger. ### Can I ask about my account from inside Claude? Yes. Marxx runs a hosted MCP server, so an assistant like Claude can read your ad performance, account audit, tracked competitors, creative intelligence, gap recommendations, personas and brand knowledge as tools. Chart data is compacted before it is sent, into the totals, shares, trends and outliers each chart exists to show, because a model reading tens of thousands of raw points can only guess. ### Does Marxx predict which ad will win? No, and this is deliberate. Marxx tested whether creative embeddings forecast ad performance; once brand and objective base rates were controlled for, the signal did not hold. Marxx reports what ran, what is decaying, what competitors are doing, and what the account has never tested. All of it is verifiable against the account data the same day. ### How much ad history do I need before it is useful? It works from whatever the account has. More history makes the hook and angle comparisons more confident, and fatigue detection needs enough of a curve per creative to find a break in it. The competitor side of the analysis runs on day one regardless, because it does not depend on your own spend. ### Which ad platforms are supported? Meta is fully supported today, for analysis, competitor creative and publishing. Other paid social platforms are on the roadmap. Where a feature is Meta-only, the product says so rather than reporting a partial number as a whole one. ### Is the analysis read-only against my ad account? The analysis is. Reading your account never changes it, and read-only access is enough for everything on the intelligence side. Publishing is the only path that writes, it is explicit, and ads are created paused. [Book a demo](https://marxx.ai/book-a-demo)