Creative diversity: how Facebook Ads evaluates creative diversity in ad sets

Facebook Ads Manager includes a Creative diversity metric. It evaluates the visual diversity of ad creatives within a single ad set and helps you understand how similar they are to one another. Let’s look at what the metric shows and where to find it.

Meta compares images and video previews and assigns one of three ratings: Low, Medium, or High. If an ad set contains many similar ad creatives, you may receive a Low rating. The metric helps you determine whether you should add more diverse ad creatives to the ad set. Facebook does not say anything about analyzing ad copy or the content of the videos themselves.

You can find Creative diversity at the ad set level in Ads Manager > Columns > Customize columns > Creative diversity.

However, the ratings are not entirely clear yet: even when you use different creative formats, including images, videos, UGC, and carousels, you may receive a Low rating.

The metric itself is still under development. Meta does not disclose its evaluation criteria or clarify whether Creative diversity affects ad delivery.

• Source: https://www.facebook.com/business/help/2371176336684086