The expensive mistake with creative is booking a shoot you did not need. An ad that stops working and an audience that has had enough look identical from the outside, and the fix is completely different.
Anyone with access to the workspace can ask these questions. Acting on the answer, like capping how often an ad shows, needs your Orphex plan to include changes, the switch on for that workspace, and editing rights.
Is the ad tired, or is the audience?
"Is this ad worn out, or has my audience just seen it too many times?"
Here is the difference. If people are still stopping to watch the first second but fewer of them are clicking, the ad is fine. They have simply seen it before. A new video will not fix that, and you will have paid for one.
The fix in that case is a frequency cap on the ad set, or a wider audience. Both can be done from the chat, and you see the change before it happens.
This particular reading is Meta only.
Where people stop watching your video
"Why are people dropping off my videos?"
There are three different problems hiding in "nobody watches it", and they need three different fixes:
What happens | What it means |
They leave in the first second | The opening is not stopping the scroll. Change the first frame |
They leave halfway | The opening works, the middle loses them |
They watch it all and do not click | The video is fine. The ask at the end is not |
There is a separate check on the opening frame itself and how the thumbnail looks in a feed, which is usually the cheapest thing to fix.
What actually works in your account
"Which things about my ads actually make people click, compared to my own average?"
This compares your ads to your own history, not to an industry benchmark from a company that does not sell what you sell.
Better still, you can use your own words for it. If the argument on your team is whether the model should be in shot or whether the price should be on screen, label your ads that way and the analysis measures exactly that:
"Label my ads by whether there's a model, whether the price is visible, and whether there's a promo badge."
Labelling your creative is one of the two things in Orphex that uses credits. The cost depends on how many ads and how many labels it covers, and you are told before it runs.
Other questions worth asking
"Which ad should I put more money behind, and does it have room left?" There is a difference between scaling a winner and burning it.
"Which ads should I stop running?" They come back grouped, because "stop this" and "refresh this" are different instructions.
"Which ads is nobody clicking?" An ad that never got clicks is a creative problem. One that used to get clicks and stopped is not.
"How often does this account actually need new creative?" Based on how long your ads have historically lasted, not a rule of thumb.
"Is video or static working better for me?"
Turning it into a brief
"Put that into a report I can send to the creative team."
You get a document: what is working, what is not, what needs replacing. It comes out the same shape every time, so the team can compare it month to month.
Checking on a competitor
"What is my competitor running on Meta right now?"
This searches Meta's public ad library, the same one anyone can browse. No access to anyone else's account is involved.
What this does not do
Orphex does not check for ad fatigue outside Meta. That reading is Meta only.
Orphex does not tell you what to film. It tells you what separates your best ads from your worst.
Orphex does not make creative for you. It uploads and attaches what you give it.
Orphex does not see another company's account. Competitor research uses the public library only.
Orphex does not include today's numbers. Reporting runs through yesterday.
When the answer is not useful
What you see | Why | What to do |
It cannot tell you if the ad is tired | The ad has not run long enough to show a pattern | Ask again later, or ask which ads are not getting clicked at all |
The creative analysis says very little | Your ads are not labelled, or they are all labelled the same | Label them with categories that actually differ between ads |
No drop-off data | The ads in question are images, not video | Ask about format mix or click rates instead |
It will not run the labelling | No credits left for it | Ask what you have left, or narrow how many ads it covers |
Common questions
Does it compare me to industry benchmarks?
No. It compares your ads to your own history, which is the comparison that means something.
Can I use my own labels?
Yes, and you should. The analysis then measures the things your team actually argues about.
Does labelling cost anything?
Yes. It uses credits, and the cost is shown before it runs.
Can it pause a tired ad for me?
Yes, with editing rights and changes switched on. You see the change before it happens.
Does any of this work on Google Ads?
Yes, some of it. Video drop-off, format, scaling and click rates work across platforms. Ad fatigue and frequency are Meta only.
Still need help?
Message us in the app or write to support@orphex.co. Never share your password or an access key with anyone, including us.