Plain-English definitions of the performance-creative terms that come up when you run ads at volume.
Creative fatigue is the decline in an ad's performance that occurs when a target audience sees the same creative too many times.
Meta Advantage+ creative is a set of automated enhancements and optimizations Meta applies to ads across Facebook and Instagram.
Performance Max assets are the creative inputs (images, headlines, descriptions, logos, videos) advertisers upload into a Google asset group.
Hook rate measures how effectively an ad captures attention in its first moments, typically defined as the percentage of viewers who watch the first ~3 seconds of a video relative to total impressions.
Creative volume (or creative supply) is the quantity and variety of distinct ad creatives a team can produce and feed into the ad platforms over a given period.
Dynamic creative optimization (DCO) is the automated assembly and serving of ad creative from modular components (images, headlines, CTAs, offers) so each viewer sees a combination tailored to their context.
UGC-style ads are creatives designed to look like authentic user-generated content (casual selfies, unpolished phone footage, real-person testimonials) rather than glossy brand production.
Thumb-stop ratio measures how well a creative stops the scroll: the share of viewers who pause on or engage with an ad relative to those it reaches.