Understand the Creative Lifecycle Report
The Creative Lifecycle Report helps you answer a simple question: what happens to a core asset after your team uploads it? This report shows whether teams activate an asset, how they adapt it for different placements, and how it performs once it goes live. In one view, you can connect creative quality, pre-test results, media investment, and in-market performance.
If you want to understand which assets earn support, travel across markets, and drive reach, this report gives you that full picture. It helps creative, media, and marketing teams move past guesswork and review the entire journey of an asset from upload to activation.
What this report shows
Use the Creative Lifecycle Report to review:
- Activation: Which core assets support ads with media spend
- Adaptation: How often teams reuse or repurpose a core asset
- Investment: How much media spend supports the activated ads
- Performance context: How creative quality and pre-test results connect to live delivery
This view is especially useful when you need to compare asset volume with actual market use. For example, a team may upload many core assets, but only a portion may reach live media. This report helps you spot that gap quickly.
Use segments to filter the report
Segments help you group and filter data across key dimensions. Use them when you need to narrow the report to a specific brand, market, campaign, or asset set.
| Segment | Description |
|---|---|
Ad Formats |
The ad formats where the core asset appears |
Brand |
The brand that owns the core asset |
Campaign Name |
The campaign tied to the core asset |
Channel |
The channel where the core asset appears |
Core Asset ID |
The unique CreativeX identifier assigned to the core asset |
File Name |
The original file name of the core asset |
Market |
The market that used the core asset |
Measurement Partner |
The measurement partner tied to the core asset |
Placement |
The context where the core asset appears |
Pre-Flight Asset ID |
The unique identifier for an asset tested in Pre-Flight |
Production Partner |
The partner responsible for the core asset |
These filters help you answer practical questions such as:
- Did one market activate more assets than another?
- Which channels used a campaign’s core assets most often?
- Did a production partner’s assets scale across formats and placements?
Review the key metrics
The report organizes metrics into several groups. Each group helps you evaluate a different part of the asset lifecycle.
Core asset metrics
| Metric | Description |
|---|---|
| Activation Rate | Total core assets activated divided by total core assets |
| Core Assets Activated | The number of core assets connected to an ad with media spend |
| Core Assets Not Activated | The number of core assets not connected to an ad with media spend |
| Core Assets Uploaded | The total number of core assets uploaded |
| Repurposed Rate | Total unique assets connected to a core asset divided by total core assets activated |
| Reusage Rate | Total ads connected to a core asset divided by total core assets activated |
These metrics help you understand whether uploaded assets actually move into paid media and whether teams adapt them for broader use.
Campaign reach metrics
| Metric | Description |
|---|---|
| Activated Impressions | Total impressions delivered by ads tied to activated core assets |
| Activated Media Spend | Total media spend behind ads tied to activated core assets |
| Ad Formats Activated | Total ad formats where ads tied to core assets went live |
| Average Spend Per Asset | The average spend behind each ad |
| Channels Activated | Total channels where ads tied to core assets went live |
| Markets Activated | Total markets where ads tied to core assets went live |
| Placements Activated | Total placements where ads tied to core assets went live |
| Total Assets | Total in-flight assets |
| Total Posts | Total in-flight posts |
Use these metrics when you want to understand scale. An asset may activate, but this group shows whether it reached meaningful delivery across channels, markets, and placements.
Score metrics
| Metric | Description |
|---|---|
| Average Creative Quality Score | The average of your organization’s scores |
| Creative Quality Rate | The percentage of assets that meet the highest score tier threshold. All updated versions of a published asset count toward this value. |
| Pre-Flight Creative Quality Rate | The percentage of Pre-Flight creatives that meet your organization’s default criteria for an Excellent creative |
This section helps you connect quality with rollout. If a team invests in high-quality creative before launch, these metrics help confirm whether that quality carries through to publication and activation.
Please contact support@creativex.com if you have more questions.