September 15, 2023

Creative Performance Glossary (2023)

Learn all the key metrics, acronyms and tools

Learn all the key metrics, acronyms and tools

Terms and Metrics

Ad Fatigue

Ad fatigue is a phenomenon where the audience becomes overly accustomed to a specific ad, leading to decreased interest, engagement and conversions.


Attribution refers to the process of assigning credit to the marketing channels or touchpoints that contribute to a conversion or desired outcome. It helps marketers understand the impact and effectiveness of each marketing channel in driving conversions and optimizing their marketing efforts and budgets.

Click-Through Rate (CTR)

CTR measures the percentage of people who click on a specific advertisement or button, providing insights into engagement and traffic generation.

Conversion Rate

Conversion Rate is the percentage of website visitors or ad viewers who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. It is a critical metric for measuring the effectiveness of marketing campaigns in driving desired outcomes.

Cost Per Acquisition (CPA)

CPA calculates the average cost to acquire a customer or lead, assessing campaign efficiency and profitability.

Cost Per Mille (CPM)

CPM calculates the cost for every one thousand impressions of an ad, helping evaluate the efficiency of campaigns and compare pricing across different advertising platforms.

Creative Fatigue

Creative Fatigue refers to the diminishing performance of an ad over time due to repetitive exposure, necessitating regular refreshes. Read more about Creative Fatigue: What is Creative Fatigue in Digital Marketing?

Creative Feedback Loop

The Creative Feedback Loop is a systematic process enhancing ad performance through continuous brainstorming, execution, assessment, and refinement. Read more about Creative Feedback Loops: Ten Rules for Building a Winning
 Creative Feedback Loop

Customer Lifetime Value (CLTV)

CLTV estimates the total value a customer brings to a business over their lifetime, guiding marketing investment decisions.

Digital Asset Management (DAM)

DAM is a tool that organizes and stores digital assets like images and videos, streamlining collaboration and version control. DAMs usually connect with design tools like Figma and marketing channels like Instagram.

Engagement Rate (ER%)

Engagement Rate measures the level of interaction or involvement from an audience with a particular piece of content or ad. It is often calculated by dividing the number of engagements (such as likes, comments, shares) by the number of impressions. Remember, that each channel calculates ER% differently.


The average number of times an ad is displayed to the same user.


Impressions count the number of times an ad or creative asset is displayed, measuring reach and campaign effectiveness.

KPI (Key Performance Indicator)

Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives.


Leads are potential customers or individuals who have shown interest in a product or service by providing their contact information. Lead generation is a crucial goal for performance marketers to drive business growth.

Return on Ad Spend (ROAS)

ROAS measures the revenue generated compared to the cost of advertising, evaluating campaign profitability.

Return on Investment (ROI)

ROI measures the profitability and efficiency of an investment, including marketing campaigns. It compares the net profit or revenue generated to the cost of the investment, providing insights into the success of marketing efforts.

Tools for Creative Performance


Bannerflow is a platform that simplifies the creation and management of display advertising campaigns. It enables marketers to design and publish visually appealing and engaging banners across various platforms.

Facebook Ads Manager

Facebook Ads Manager allows marketers to create, manage, and analyze their Facebook and Instagram advertising campaigns. It provides in-depth targeting options, performance tracking, and optimization features to maximize the effectiveness of Facebook ads.


Figma is a collaborative design tool that enables marketers to create and collaborate on visual assets. It helps streamline the design process and enhance creative output for effective performance.


Focal is a creative asset management platform designed especially for growth companies. It helps growth teams to ship marketing assets faster and follow their performance. It integrates with Figma, Slack, and Google Drive, which makes it easy to implement.

Google Analytics

Google Analytics provides valuable insights into website traffic, user behavior, and the performance of marketing campaigns. It helps track conversions, monitor key metrics, and optimize strategies based on data-driven insights.

Smartly is a performance marketing platform that offers advanced automation and optimization tools. It helps streamline campaign management, audience targeting, and creative optimization to drive better results.


Supermetrics is a tool for automating data collection and analysis in marketing. It's an useful tool for consolidating Creative Performance Data in one location from several data points.

TikTok Ads Manager

TikTok Ads Manager allows marketers to create, manage, and analyze their TikTok advertising campaigns. It provides in-depth targeting options, performance tracking, and optimization features to maximize the effectiveness of TikTok ads.


By understanding these essential terms, metrics, and utilizing the right tools you can optimize creative performance, monitor metrics like CTR, CPA, CPM, and Conversion Rate, combat creative fatigue, and leverage digital asset management systems for efficient collaboration. Additionally, consider the customer lifetime value (CLTV) and return on ad spend (ROAS) to make informed marketing decisions. Propel your growth team towards success with a strong foundation in creative performance.

What is Focal?

Focal is a creative asset management platform perfect for asset-heavy teams. With Focal, you can ship effective ads 10x faster.

Our key features are an AI-powered search for creative assets, advanced media mockups, and collaborative docs designed for marketers. All features in Focal are seamlessly connected with Slack and Figma, so you don't need to waste time on manual copy+paste.

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