PUSH built the Creative Analysis Tool (CAT) to bring campaign data into the conversation, helping teams make creative decisions based on what actually drives performance.
See what the algorithm sees
Most brands review creative through a human lens. Ad platforms such as Meta, including its Andromeda system, assess assets through patterns and performance signals.
CAT analyses your campaign history and ranks assets according to the signals associated with performance. That gives your team a clearer view of what is working, regardless of what the original brief intended to communicate.
Your best-performing ads already contain clues for the next brief. CAT helps you find those patterns and turn them into practical creative direction.
Avoid teaching the algorithm the wrong lesson
Weak creative wastes budget, but its impact can go further. When an underperforming asset continues to run, it generates more data about the wrong audience response. Over time, that can affect how the account finds and prioritises prospects.
CAT flags weak assets early, so your team can remove them before they have a wider effect on campaign performance.
Build real variation into your creative
Campaigns often plateau because teams create volume without enough strategic difference. Twenty ads may look different while using the same hook, tone and offer. A new background colour, font or image does not necessarily give the algorithm a new angle to test.
CAT assesses the structure of your ad library and shows where the variations are too similar. It also helps identify where creative fatigue may be limiting performance.
Match the message to the funnel stage
A cold prospect and a returning visitor need different reasons to act. Yet many accounts use almost the same message for prospecting and retargeting.
CAT maps creative across the funnel, showing where messages overlap and where your account has gaps. That gives your team a clearer view of whether each stage is doing its job.
Make campaign decisions with evidence
Creative reviews do not have to depend on seniority or whoever speaks first and loudest. CAT gives your team a shared view of campaign performance, based on the data from the ads you have already run.
That means better-informed briefs, clearer testing priorities and fewer creative decisions made on instinct alone.
Frequently Asked Questions
What is the Creative Analysis Tool (CAT)?
The Creative Analysis Tool (CAT) is a performance-marketing software built by PUSH. It converts subjective visual opinions into objective data by analyzing historical campaign performance to identify what ad platform algorithms (such as Meta's Andromeda) prioritise and respond to.
How does bad ad creative harm overall campaign performance?
Underperforming creative does more than waste budget; it actively miseducates ad algorithms. Every impression served on a weak asset teaches the system incorrect signals about your target audience, compounding mis-targeting and increasing customer acquisition costs over time.
What is the difference between superficial and strategic ad variation?
Superficial variation changes minor visual elements, such as font colors, background images, or minor layout tweaks, while keeping the core message identical. Strategic variation tests fundamentally different hooks, angles, tones, and value propositions to prevent ad fatigue and campaign plateaus.
How does CAT help marketing teams write better creative briefs?
CAT decodes machine-learning signals within your top-performing assets to highlight the precise variables driving conversion. Instead of guessing what to produce next, creative briefs are built using empirical performance data from past campaigns.
Why should prospecting and retargeting use different creative messaging?
Cold audiences and warm leads operate at different stages of purchase intent. Using identical creative across both stages creates messaging friction, caps overall return on ad spend (ROAS), and limits your campaign’s scaling potential.
