# Creative report

> The Creatives page of a store: every ad with its picture, status and numbers, where the thumbnails come from, and why uploaded spend has no creatives.

The **Creatives** page shows every ad an ad platform reported, with its picture, so you can see which ad itself earned sales, not only which campaign. Each ad carries the same numbers as a row of [Which ads earned sales](/docs/which-ads-earned-sales) at the ad level: what it cost, what the model credits to it and what the platform says about it.

The date range and the comparison apply. Filters do not. The model menu works as on every store page: see [Attribution models](/docs/attribution-models).

## The controls

- **Platform tabs.** All, then one tab for each platform that reported ads.
- **Grid or Table.** The grid shows a card per ad. The table shows one row per ad with a small picture.
- **Sort.** Spend, ROAS, Orders, CTR, CPA or Newest, with a button that turns the order around. Newest puts the ads the platform reported most recently first.
- **Search.** Finds an ad by its name, its headline, or the name of its campaign or ad set.

Above the ads, six tiles hold the totals of the ads shown: Spend, Credited revenue, ROAS, Orders, CTR and CPC.

## A card

Each card shows the picture of the ad with its format (image, video or carousel) and a dot for its status:

- **Active.** The ad is running.
- **Paused.** Someone stopped it on the platform, and it may run again.
- **Ended.** It will not run again.

Under the picture are the name of the ad, its campaign and ad set, and six numbers: Spend, ROAS, Orders, CPA, CTR and Platform ROAS. Each number carries the tag that says what it covers, as on the [Store summary](/docs/store-summary#what-each-number-covers). A line across the bottom of the card draws its spend over the period.

Click a card to open the ad on its own: a larger picture, its headline, and every number with its change against the comparison period. On a phone the cards stand in one column and the ad opens over the whole screen.

The table view has the same ads as rows, with the name, campaign, ad set and status, then the columns of the ads table. Its columns follow the same rules as on [Which ads earned sales](/docs/which-ads-earned-sales#columns).

## Where the pictures come from

An ad platform reports each ad with a small picture of it. That picture is shown as it is, from the address the platform gave, and nothing in it can run on the page.

The [public demo](/demo) draws its own pictures: simple drawings of the shop's products with the headline of the ad, made by the demo itself. No picture of the demo is fetched from anywhere.

When an ad has no picture, or the picture cannot be loaded, a plain tile with an image symbol stands in its place.

## Ads that stop running

An ad that the platform stops reporting keeps its last name, status and picture, so last season's ads still show with their numbers when you pick a period in which they ran.

## Spend without creatives

The ads of this page come from an ad account. Spend uploaded as a CSV under Settings, Costs carries the names of the campaigns, ad sets and ads, but no picture, no status and no headline. With uploaded spend only, the page says "No creatives yet" and still shows the ads as a table from the spend, so their numbers are there.

Ad accounts cannot be connected yet, so a store that is not the demo has uploaded spend only. [What works today](/docs/status) lists what is not available, and [Costs and CSV upload](/docs/costs) explains the upload.

A site with orders and no spend at all shows the panel that says how to add spend.

## Reading the numbers

The numbers of an ad are worked out as for any row of the ads table. A few points matter more for single ads:

- **Orders and revenue are credited.** The model decides which ad earned an order. Under Last click, an ad earns an order when its click was the last click before the payment. Switch to First touch to see which ads start journeys.
- **Platform ROAS is the platform's claim.** It counts purchases the platform links to the ad, after a click or a view, and it often runs ahead of credited ROAS. A large gap means the platform counts sales your store credits elsewhere.
- **A new ad has little to go on.** An ad that ran for a few days has few orders, and one order more or less moves its ROAS a long way. Compare ads over a range in which all of them ran.

**Next:** [Which ads earned sales](/docs/which-ads-earned-sales), [Costs and CSV upload](/docs/costs), [Attribution models](/docs/attribution-models)