See which ads make money, not just noise.A leaderboard on CM1-ROAS, not the platform's number.
Creative Analytics ranks every ad on the CM1-ROAS it actually earns, the contribution after COGS, shipping, fees and discount, with the platform's revenue-ROAS shown muted beside it, so the creative that looks like a winner while losing money has nowhere to hide. Each ad gets a Creative Effectiveness Score (CES) within its format, an estimated overcharge for the spend bleeding on fatigued ads still serving, and a read of what your margin-true winners share. We hand the read to whoever runs your ads.
The questions ROAS can't answer.
Not clicks and platform-reported ROAS. Which creative actually makes margin, which is quietly losing it, and what to make next.
Catch the winners that are quietly losing money.
Ad platforms reward revenue-ROAS, which counts the sale but not the COGS, shipping or discount behind it. The Creative Leaderboard plots every ad on the CM1-ROAS it actually earns against the revenue-ROAS it reports. The gap between the two is the margin the platform over-credits. Anything below the margin breakeven line is spending a dollar to make less than a dollar, no matter how strong its reported ROAS.
- CM1-ROAS against revenue-ROAS.The margin-true number plotted against the platform's over-credited one
- The revenue-ROAS gap. Exactly how much the platform over-credits each creative
- Scale the right ads. The genuinely profitable creative, not the loudest
Stop paying for ads that stopped working.
Every creative decays, and the spend rarely stops when the performance does. Each ad is tracked against its own baseline, not a fleet average, so a winner tipping into a tired one is caught at the point it departs. The spend still bleeding on it becomes an estimated overcharge you can see. It is the difference between refreshing on a schedule and refreshing on evidence.
- Decay vs its own baseline. Each creative judged against itself, not a generic threshold
- Estimated overcharge. The CM1 bleeding on fatigued ads still serving, quantified
- Refresh on evidence. The moment to swap a creative, not a guess
One score, weighted to margin, comparable within format.
Raw ROAS makes a video and a static look comparable when they are not. The Creative Effectiveness Score (CES, 0-100) ranks each ad against others in its own format, with margin the heaviest weight, and a shrinkage on click-through so one lucky day cannot win. Open any creative and the score breaks into its parts, so a high CES is never a black box.
- Margin weighted heaviest. CM1 per impression carries the score, not raw clicks
- Within format. Video against video, static against static, never apples to oranges
- Drillable anatomy. Margin, click-through, cost and freshness, each a sub-score
Brief the next round on what actually works.
The point of analysing creative is to make better creative. By reading which attributes, the hooks, formats and angles, consistently drive margin across your library, Margin OS turns a pile of past ads into a brief for the next round. Your team or agency makes the creative; we tell them, in margin terms, what has earned its place.
- Attributes, not anecdotes. The hooks and formats that drive margin, ranked
- A brief, not a hunch. What to make more of, grounded in contribution
- Handed to your makers. The read goes to whoever runs and builds your ads
Your ad accounts, joined to true profit.
Creative Analytics connects your ad platforms to your store and costs, and credits each ad through our own margin-true attribution, never the platform's reported conversions, so every creative is judged on the contribution it actually brought in.
↗Ad accounts
Spend, creative and delivery from your ad platforms, so each ad has its real cost and reach attached, not a platform-reported ROAS in isolation.
◷Orders & revenue
The orders each creative brought in, net of refunds and discounts, so revenue is real and tied to the customers an ad actually won.
☵True cost
COGS, shipping and fees on those orders, so an ad is scored on the contribution margin it produced, the way your P&L sees it.
Built by an award-winning analytics team.
Margin OS comes from Blufire, trusted by 100+ mid-market and enterprise brands and recognised across the APAC and Global Search Awards. The same people now model your margin.
One read of eight.
Every part of the business, denominated in the same contribution margin.
The things buyers ask.
See which ads actually make you money.
Connect your store, your costs and your ad accounts. We rank every creative on CM1-ROAS against the platform's revenue-ROAS, score each on CES, surface the estimated overcharge on fatigued ads, and hand the read to whoever runs your ads.
Connect your store
Orders, refunds and your costs. No data team.
Connect your ad accounts
Meta and Google, so spend meets margin.
Join ads to profit
Every creative scored on true contribution.
Rank on CM1-ROAS & CES
Winners, fatigue and estimated overcharge surfaced.
Brief the next round
What worked, handed to whoever makes your ads.