You already know which of your ads won. What you probably can't say — not with evidence, anyway — is why. AI tagging is Raya reading every creative in your account and describing what's in it, so that "video does well for us" becomes "empathetic, relatable-statement creative built around a healthy-habits message does well for us, in video and in static."

That's the shift. One ad at a time, you're guessing. Across a tagged account, you're reading a pattern.

Each one carries an ⓘ icon that explains what the category means — worth a click the first time, because "Theme" and "Key message" sound similar until you see how she uses them. There's also a health/category tag on the panel alongside these.
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Open any ad's Preview panel and you'll see her categories sitting under your own tags. The ones we can confirm from the live product are:

This is the mix-up we see most, and there's a mechanical reason for it: your tags and Raya's tags live in one panel, stacked. Your Custom tags are at the top. Raya's categories are directly underneath. Same panel, completely different origins.

The rule is simple: the bit you can type into is yours; everything below it Raya wrote by looking at the ad.

So: if what's missing is a creator column, that's a custom tag question — see Custom tags in Analytics reports. If what's missing is an emotion column, you're in the right article.

Click an ad's thumbnail. That's the main route and the one to learn. A Preview panel opens with the creative in it — a document icon, a download icon and an orange View details button — and the tagging panel sits alongside.

At the top of that panel, Custom tags, as an Add tags… field. Click into it and you get an Add or search tags input, a Clear link, and the tags you've used before waiting as chips. Beneath your tags, Raya's categories, each chip removable and each category carrying its ⓘ icon.

The other way in — useful when you're scanning a list rather than looking at one ad: on the Overview dashboard, scroll to Top Spend or Top Performing, hover a creative and click Edit tags. Inside a report, switch to card view using the view icons at the right-hand end of the metric row (there are three — bar, line and card/grid), then hover and click Edit tags. You can't tag from table view; the hover control lives on the cards.

Both routes get you to tagging. We'd learn the thumbnail one, because it works everywhere an ad appears.

When you connect an ad account, Raya tags your top-performing creatives automatically. Getting from some coverage to useful coverage is a two-click job:

1. Go to Analytics & Launch → select your ad account. Scroll to Top Creative Tags, which breaks your creatives down by category as horizontal bar charts.

2. If some creatives aren't tagged yet, you'll see Tag the rest at the top right of that section, with a count — something like "145 of 147 taggable creatives in this date range have AI tags".

3. Click Tag the rest and pick one of two options:

4. Use the metric dropdown (Spend, ROAS and so on) to swap what the bars are measuring, and watch which tags rise and fall.

Our honest advice: turn on Always auto-tag new creatives and stop thinking about it. Partial coverage is worse than none, because a bar chart built on 60% of your account looks authoritative and isn't. Coverage is what makes every other section of this article work.

One thing to expect: tagging runs in the background. You'll get a toast confirming it's started, but an ad may not show a progress indicator while it's queued. Check back rather than re-triggering — re-triggering doesn't make it faster, it just makes it harder for you to tell what's happening.
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​✨ 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.

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.

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.

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.

Two ways in, and we'd use both.

Read the charts. On the Overview dashboard, set your date range, open Top Creative Tags, set the metric dropdown to what you actually optimise for, and note the top value in each category. That combination is a defensible starting point for your next batch.

Then ask Raya to check your reading. The charts show you each category in isolation; Raya can cross-reference them. Open the Raya tab and use the Ask me anything box:

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.

The charts tell you the best emotion and the best theme. Raya tells you whether they're the best together, which is a different question and usually a more useful answer. More on her in Ask Raya — your AI analytics companion.

If you take one thing from this article, take this one. These two controls get conflated constantly, including — we'll own it — in the version of this article we published, and the confusion costs people real hours.

Group by decides how rows are aggregated: what one row of your report is.

Dimension filter decides which rows are included at all.

They are separate controls, sitting side by side in the report toolbar: date range, Group by [dimension], Dimension filter, Metric filter.

Put concretely, with tags:

Grouping without filtering gives you the whole landscape. Filtering without grouping gives you a narrower list of individual ads. It's the combination that answers the interesting questions, and you can't get there if you think the two buttons are the same button.

On a System report, Group by is fixed and renders greyed out — that's expected, not a fault. Build a Custom report when you need to choose your own grouping.

Dimension filter and Metric filter each open a modal — headed Dimension filter records and Metric filter records respectively. Inside either:

Metric rules use symbols, not words: > ≥ < ≤ = ≠, with a unit box after the number. So Where → Spend → > → 500 — never "is greater than".

That nesting is what makes tag analysis worth doing. (Empathy Or Amusement) And (Video Or Carousel) is one report now, rather than three reports and a spreadsheet.

And reports don't autosave — hit the orange Save when you've got something worth keeping.

Overview dashboard — Top Creative Tags, as horizontal bar charts by category. Swap the metric dropdown between Spend, ROAS and CPA and watch the ranking shift; the tags that hold their position across metrics are the ones we'd build on.

Reports, table view — tags appear as columns beside your metrics.

Reports, card view — toggle with the view icons, then use the Show tags dropdown to control which tags display on each card.

The default bar chart view — tags don't appear here. Not a bug; there's nowhere on a bar to put them. Switch to table or card view.

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.

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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