Availability Core plans and above (AI tagging uses 1 credit per asset) |
What is AI tagging?
AI tagging is one of the core ways Raya, your AI creative strategist, helps you understand what’s working in your ad account. She analyzes your ad creatives and automatically categorizes them across multiple dimensions so instead of looking at performance one ad at a time, you can see trends across your entire account.
For example, you can answer questions like: “Which hooks drive the best ROAS?” or “What emotions are associated with our highest-spending ads?”
Tag categories
Raya generates tags across 10 categories:
Category | What it captures | Examples |
Persona | Who the ad is speaking to | New Moms, Fitness Enthusiasts |
Core desire | What the audience wants | Save Time, Feel Confident |
USP | The unique selling point highlighted | Natural Ingredients, Free Shipping |
Theme | The overarching ad concept | Us vs Them, Testimonial, Announcement |
Key message | The primary takeaway of the ad | — |
Emotion | The emotional tone | Excitement, Trust, Urgency |
Visual hook | What grabs attention visually | Before/After, Bold Text Overlay |
Offer type | The deal being promoted | Discount, Bundle, Free Trial |
Media format | The creative type | Static Image, UGC Video, Carousel |
Production quality | The production level of the creative | — |
How to tag your creatives
When you connect your ad account, Raya automatically tags your top-performing creatives. The fastest way to get more coverage is from the overview dashboard.
Tag from the overview dashboard
Here’s how:
1. Go to the Analytics tab and select your ad account. Scroll down to the Top Creative Tags section, which shows horizontal bar charts breaking down your creatives by each tag category (Persona, Core desire, USP, Theme, Key message, Emotion).
2. If some of your creatives haven’t been tagged yet, you’ll see a Tag the rest button at the top right of this section (e.g., “145 of 147 taggable creatives in this date range have AI tags”).
3. Click Tag the rest and choose one of two options:
Just this once: tags the remaining untagged creatives in your current date range.
Always auto-tag new creatives: turns on automatic tagging so every new creative that enters your account gets tagged going forward.
4. Use the metric dropdown (Spend, ROAS, etc.) to toggle the bar charts and see which tags correlate with each metric.
✨ Pro tip: Turn on “Always auto-tag new creatives” so Raya keeps your dashboard complete without any manual work. New ads will get tagged automatically as they start running.
View and edit tags on individual creatives
You can view, edit, and add custom tags on any individual creative from multiple places in Atria.
Here’s how:
From the main dashboard: Scroll down to the Top Spend or Top Performing section, where your creatives appear as cards. Hover over any creative and click Edit tags.
From a report: In any custom or system report, AI tags appear as columns in the default table view (like Persona). To edit tags, toggle to card view using the view icons in the top right of your graph, then hover over a creative and click Edit tags.
When you click Edit tags, you’ll see a modal with two sections:
Custom tags at the top, where you can add your own labels manually.
AI tags below, showing Raya’s automatically generated tags across every category (Persona, Core desire, USP, Theme, Key message, Emotion, and more). Each tag is editable and removable.
Note: Both AI tags and custom tags appear as columns in table view and on cards in card view. In card view, use the Show tags dropdown to control which tags are visible. Tags don’t appear in the default bar chart view.
Using tags in your analysis
Once your creatives are tagged, tags show up in multiple places across your analytics:
Main dashboard: Scroll down to the Top Creative Tags section. This shows horizontal bar charts breaking down performance by each tag category (Persona, Core desire, USP, Theme, Key message, Emotion). Use the dropdown to toggle between metrics (Spend, ROAS, CPA, etc.) and watch how the rankings shift.
Reports (table view): In any system or custom report, AI tags appear as columns in the default table view. For example, you’ll see a Persona column next to your performance metrics. You can also group by any AI tag using the Dimension filter. Click it and expand AI tags to choose from all 10 tag categories.
Reports (card view): Toggle to card view using the view icons in the top right to see creatives as thumbnails with performance metrics. Use the Show tags dropdown to display tags directly on each card.
✨ Pro tip: Try toggling between ROAS and AOV. You’ll often find that different creative elements drive each metric. That’s the insight your next brief should be built on.
Finding your winning ad recipe
This is where AI tagging gets really powerful. Instead of just seeing which individual tags perform best, you can ask Raya to find the specific combination of creative elements that drives the best results.
Chart method: Read the graph
1. Go to Atria’s main Analytics dashboard (make sure you’re on the correct date range).
2. In the AI tagging view, toggle the dropdown to your target metric (e.g., ROAS).
3. Note the top-performing persona, theme, and hook from each graph.
4. Use that combination as the foundation for your next batch of creatives.
Ask Raya method: Get specific combinations
For more specific analysis, use the Raya chat to ask follow-up questions. Raya can cross-reference your AI tags and surface combinations you might not spot on your own.
Here’s how:
1. Click the Ask Raya button in the bottom left corner of the Analytics tab.
2. Ask Raya a question about your tags. Example prompts:
“What combination of persona, hook, and key message is driving the highest ROAS?”
“Which emotions correlate with our best-performing ads this month?”
“Compare our top themes by ROAS vs. CPA.”
3. Raya will analyze your AI tags and return insights you can act on immediately.
✨ Pro tip: The more creatives you’ve tagged, the sharper Raya’s analysis will be. If you’ve only tagged a handful of assets, start by batch-tagging your top performers from the last 90 days.
AI credits for tagging
AI tagging uses 1 credit per asset. You can tag creatives individually or in bulk. Check your credit balance by clicking the AI credit icon in the left panel.
For more details on credits, see Understand and manage AI credits.
FAQ
Can I edit AI-generated tags?
Yes. You can edit any AI tag or add your own custom tags on top of what AI generates.
Do I need to re-tag creatives when new tag categories are added?
Previously tagged creatives will only have the original tag categories. You can re-tag them to get the newer categories.
What’s the difference between custom tags and AI tags?
Custom tags are labels you create and apply manually. AI tags are generated automatically by Atria’s AI. Both show up in the same places and can be used in your reports.
How do AI tags relate to Raya?
Raya is the AI behind AI tagging (and every other AI-powered feature in Atria). When you see tags on your creatives, that’s Raya analyzing your ads behind the scenes.
Can I tell Raya what personas, hooks, or other tags I want her to use?
Not yet. Raya currently generates tag values automatically based on your creatives. The ability to define your own personas, hooks, and other tag values for Raya to use is on the roadmap.
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Questions? Reach out to support@tryatria.com. We’re always happy to help.
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