# How to tag creatives for analysis

> Give every ad four tags (hook, angle, format and offer), then group results by tag to see which idea wins, not just which file. A worked example in rupees.
- **Author**: Marxx
- **Published**: 2026-11-22
- **Category**: Creative
- **URL**: https://marxx.ai/library-guides/how-to-tag-creatives-for-analysis

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To tag creatives for analysis, give every ad four labels, hook, angle, format and offer, in a sheet or in the ad name. Then group results by label, so you learn which idea works, not only which file got lucky.

## The four tags

| Tag | Question | Example values |
|---|---|---|
| Hook | How does it open? | Call-out, mistake, result, question |
| Angle | Why should they buy? | Saves time, saves money, status, fear of missing out |
| Format | What is it? | UGC video, static, carousel, motion graphic |
| Offer | What do they get? | 10% off, free gift, no offer |

See [creative tagging](/glossary/creative-tagging) and [ad hooks](/glossary/ad-hook) for definitions.

## Step by step

1. **Fix a short list for each tag.** Five to eight values is enough. A tag with 40 values tells you nothing.
2. **Write one line defining each value.** Two people should tag the same ad the same way.
3. **Tag at launch,** not months later. It takes a minute while the idea is fresh.
4. **Put the tags in the ad name.** For example `MISTAKE_UGC_FREEGIFT_V2`. See the [ad naming convention template](/templates/ad-naming-convention-template).
5. **Export results** with spend and purchases for each ad.
6. **Group by one tag at a time.** Add spend and purchases, then divide.
7. **Look for gaps.** A value with few ads has not been tested. A value with many ads and poor results can stop.
8. **Review monthly.** Merge values that mean the same thing.

## A worked example

Say you have eight ads from one month. The numbers are made up.

| Ad | Hook | Format | Spend | Purchases |
|---|---|---|---|---|
| 1 | Call-out | UGC | INR 12,000 | 24 |
| 2 | Call-out | Static | INR 6,000 | 8 |
| 3 | Call-out | UGC | INR 9,000 | 18 |
| 4 | Question | UGC | INR 8,000 | 11 |
| 5 | Question | Static | INR 5,000 | 5 |
| 6 | Mistake | UGC | INR 10,000 | 25 |
| 7 | Mistake | UGC | INR 7,000 | 16 |
| 8 | Mistake | Static | INR 4,000 | 5 |

Group by hook:

- Call-out: INR 27,000 / 50 purchases = INR 540 each
- Question: INR 13,000 / 16 = about INR 813 each
- Mistake: INR 21,000 / 46 = about INR 457 each

Group by format:

- UGC: INR 46,000 / 94 = about INR 489 each
- Static: INR 15,000 / 18 = about INR 833 each

The next test is clear: more mistake hooks in UGC. Treat it as a direction, not proof. Eight ads is a small set. Run the test, then tag the new ads.

## Mistakes to avoid

- Tagging by how you feel about the ad, not by what it shows
- Reading a tag with one or two ads behind it
- Tagging only winners, which hides what failed
- Adding a new tag value for every ad. This breaks the groups

[Creative diversity](/glossary/creative-diversity) also shows up in tags. If all your ads share one hook, tags show it at a glance.

Marxx reads your connected Meta ad account in full and tags each creative by hook, angle, format and offer. See [creative intelligence](/features/creative-intelligence).

## FAQ

### How many tags should I use?

Start with four: hook, angle, format and offer. Add a fifth, such as the person on screen, only when you have a question the four cannot answer.

### Can AI tag my ads?

Yes, tools can read an ad and suggest tags. Check a sample by hand before you trust the totals. See [how to analyse ads with AI](/guides/how-to-analyze-ads-with-ai).

### What if an ad fits two hooks?

Pick the one in the first three seconds. A single rule keeps the groups clean.

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