Competitor Creative Tests

The Creative Tests tab shows you how a competitor is testing — which ads they launched together, which ones they kept on, and which they killed — so you can read their testing strategy and learn from both their winners and their dead ends.

Daily launch cohorts

Raven groups a brand’s ads by the date they launched. Each row is a day, with a count showing how many of that day’s ads are still active out of the total launched (for example, 71/72 means 71 of 72 ads from that day are still running). Click any day to expand it and see the individual ads, each with a thumbnail, a duration bar showing how long it has run, and an Active or Inactive status. When most of a cohort gets turned off but one ad keeps running, that survivor is usually the winner.

Reading the analytics

Above the cohorts are three panels that summarize the brand’s testing at a glance:

• Spend Momentum — the trend in the brand’s total active ad inventory over recent weeks, with a Stable / rising / falling read and the percentage change (for example, “Was 615 → Now 731, +18.9%”). It tells you whether they’re scaling up or pulling back.

• Testing Velocity — how aggressively they launch new ads, shown as daily launch cohorts plus active inventory over a 7- or 30-day window. It surfaces launches, active inventory, this-week pace, a projected count, and a 4-week average, and flags a “Surge” when testing spikes.

• Survival Rate — of the ads launched in the last 90 days, what percentage are still running after 7+, 14+, 30+, and 60+ days. High survival at longer windows points to strong, durable creative; a steep drop-off shows most tests get cut quickly.

Why this matters

A competitor’s testing tells you what questions they’re still trying to answer and what they’ve already figured out. If they’re churning through lots of short-lived ads, they’re still searching for a winner. If a handful of ads survive for weeks while everything around them gets cut, those are their proven concepts — the ones worth studying and adapting for your own creative.

FAQ

How do I know which ad won? Look for the survivors. In an expanded cohort, the ad that’s still Active long after the rest were turned off is typically the winner. The Survival Rate panel shows this pattern across the whole account.

Can I save ads from here? Yes. Open any ad and save it to Swipes to keep it for inspiration or analysis.

Why are some panels empty? Like other Raven analytics, these fill in as a brand’s ads are analyzed. A recently added or recently synced brand may take some time before the panels populate.