# What is creative intelligence?

> Creative intelligence means tagging what is inside your ads, such as hook, angle and format, then grouping results by tag to learn what works. Example inside.
- **Author**: Marxx
- **Published**: 2026-10-31
- **Category**: AI
- **URL**: https://marxx.ai/library-glossary/creative-intelligence

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Creative intelligence means reading your ads the way you read a spreadsheet. You tag each ad by what is inside it, such as the hook, angle, person and format. Then you group results by tag, so you see patterns instead of 40 separate ads.

## Why tags help

Ads Manager reports results by campaign, ad set and ad. It does not know which angle each ad uses, so it cannot show that your price-led ads beat your health-led ads. Tags let you ask that question across many ads at once.

Common tags:

- **Angle:** price, health, speed, proof. See [ad angle](/glossary/ad-angle).
- **Hook:** question, result first, problem first. See [hook rate](/glossary/hook-rate).
- **Person:** founder, creator, no face.
- **Format:** UGC video, static, carousel, demo.

## A worked example

Say you ran 40 ads last quarter and spent INR 4,00,000. You tag each by angle and group the results.

| Angle | Ads | Spend | Purchases | Cost per purchase |
|---|---|---|---|---|
| Price | 14 | INR 1,40,000 | 280 | INR 500 |
| Health | 12 | INR 1,20,000 | 150 | INR 800 |
| Proof | 14 | INR 1,40,000 | 175 | INR 800 |

No single ad shows this. Together, the price angle buys at INR 500 and the others at INR 800. Your next round should lean on price and test a new twist on health.

## What it cannot do

- It describes what ran. It does not promise what will win.
- Small groups mislead. Three ads with one angle prove little.
- Timing blurs results. If every price ad ran during a sale, price may only look strong.

Use tags to choose what to test next, then run a proper creative testing round. Pair them with [creative diversity](/glossary/creative-diversity) so you do not run ten versions of one idea.

## Where tags come from

Start in a sheet with your own ads. Competitors' ads add context. See [how to find winning ads](/guides/how-to-find-winning-ads) for the research side.

Marxx tags ads from your connected Meta ad account by hook, angle, format and offer, and splits fatigue into "fatiguing now" and "within 7 days". See the [creative intelligence features](/features/creative-intelligence).

## FAQ

### Is creative intelligence the same as creative analytics?

Close. Analytics often stops at per-ad numbers. Creative intelligence adds what is inside each ad, so you can group by idea.

### Do I need software for it?

No. A sheet with one row per ad and a column per tag works for 40 ads. Software helps when you have hundreds.

### Can it tell me which ad will win?

No. It shows what ran, what is tiring and what you have not tested. A test settles the rest.

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