AI tagging is Raya reading each creative in your account and labelling what's in it: who it's for, its theme, its message, its emotion and more. Once your ads are tagged, you can compare performance by any of these labels to see which creative choices lead to better results.
AI tagging is available on the Plus plan and above, and uses 1 credit per asset.
What Raya tags
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 selling point highlighted | Natural Ingredients, Free Shipping |
Theme | The overall ad concept | Us vs Them, Testimonial, Announcement |
Key message | The main takeaway | — |
Emotion | The emotional tone | Excitement, Trust, Urgency |
Visual hook | What grabs attention visually | Before/After, Bold Text Overlay |
Offer type | The deal promoted | Discount, Bundle, Free Trial |
Media format | The creative type | Static Image, UGC Video, Carousel |
Production quality | The production level | — |
Each category has an ⓘ icon that explains what it means.
AI tags and custom tags
Both appear in the same tag panel. Custom tags, which you type yourself, are at the top. Raya's AI tags are underneath.
Use custom tags for things Raya can't see in the ad, like the creator, shoot batch or client. See Custom tags in Analytics reports.
Use AI tags for what's in the creative, like theme, message and emotion.
If the information is already in your ad names, use a naming convention. See Turn your ad naming conventions into insights.
Tag all your creatives
When you connect an ad account, Raya tags your top-performing creatives automatically. To tag the rest:
Go to Analytics & Launch and select your ad account.
Scroll to Top Creative Tags. If some creatives aren't tagged, you'll see Tag the rest with a count, such as "145 of 147 taggable creatives in this date range have AI tags".
Click Tag the rest and choose Just this once (tags untagged creatives in the current date range) or Always auto-tag new creatives (tags every new creative from now on).
We recommend Always auto-tag new creatives. If only part of your account is tagged, the charts only reflect that part.
Tagging runs in the background. You'll see a message when it starts, but ads may not show progress while they wait. Check back later instead of starting it again.
View and edit tags
From any ad: click the ad's thumbnail. The Preview panel opens with the tag panel alongside it.
From the Overview dashboard: scroll to Top Spend or Top Performing, hover over a creative and click Edit tags.
From a report: switch to card view using the view icons at the right of the metric row, then hover over a creative and click Edit tags. You can't edit tags from table view.
In the tag panel, add your own labels under Custom tags. Any AI tag can be edited or removed.
Where tags appear
Overview dashboard: Top Creative Tags shows bar charts for each category. Use the dropdown to switch between metrics like Spend, ROAS and CPA.
Reports, table view: tags appear as columns.
Reports, card view: use the Show tags dropdown to choose which tags appear on each card.
Bar chart view: tags don't appear here. Switch to table or card view.
Find what works
From the charts: on the Overview dashboard, set your date range, open Top Creative Tags, set the metric you optimise for, and note the top value in each category. Try switching between ROAS and AOV, as different elements often drive each.
With Raya: the charts show each category on its own. Raya can tell you which combinations work best together. Click Ask Raya at the bottom left of the Analytics tab and ask, for example:
"What combination of persona, hook and key message is driving the highest ROAS?"
"Which emotions are linked to our best-performing ads this month?"
"Compare our top themes by ROAS and CPA."
Use tags in reports
Group by sets what each row of a report is. Dimension filter sets which ads are included. You can use AI tags in both.
What you want | What to use |
ROAS for each emotion | Group by → Emotion |
Only ads tagged Empathy | Dimension filter → Emotion is Empathy |
ROAS for each emotion, video ads only | Group by → Emotion, and Dimension filter → format |
In Dimension filter, expand AI tags to see all ten categories. Group by is fixed on system reports, so use a custom report. See How to create a custom report and Group-by options in Analytics reports. Reports don't save automatically, so click Save.
Credits
AI tagging uses 1 credit per asset. Check your balance with the AI credit icon in the left panel. See Understand and manage AI credits.
FAQ
Can I edit AI tags?
Yes. You can edit or remove any AI tag and add your own custom tags.
Do I need to re-tag when new categories are added?
Creatives tagged earlier only have the categories that existed then. Re-tag them to get the new ones.
Can I tell Raya which personas or hooks to use?
Not yet. Raya chooses tag values based on your creatives. Defining your own values is on the roadmap.