Angle Inventory Ad Creative

Angle Inventory

Shared quality bar: ../references/output-standard.md. All numbers cited here live in ../references/thresholds.md. The deliverable is a coverage map: which arguments exist, which are duplicates wearing new art, and which gaps are worth filling.

Use this skill when

The library has grown but the arguments have not, or an account claims dozens of tests and cannot name what any of them established. Use it before a quarterly plan, when onboarding an account whose history is unknown, or when every ad in an ad set turns out to say the same thing. It counts and de-duplicates arguments across the whole served library, live and paused, back through the period under review, and its question is historical: what has this account actually argued. Do not use it to ask whether enough variety is live right now to learn from this week's spend, which is asset-coverage-check-ad-creative and reads only what is serving today. It does not rank creatives or issue production instructions (creative-brief-from-account-data-ad-creative) and it does not decompose one ad (winning-ad-teardown-ad-creative).

Required input

• The full list of ads served in the period under review, live and paused, with their headline, primary text and creative.
• Ad set membership for each ad, since coverage.angles_per_ad_set is read per ad set, not per account.
• First and last served date per ad.
• Format and aspect ratio per ad, to read against coverage.formats_per_angle and coverage.ratio_set.
• Optional: spend and conversions per ad, used only to mark which angles were ever given a readable chance.

Analysis workflow

1. Write each ad's angle as one sentence in the buyer's terms, using the definition of angle fixed in thresholds.md. Format, offer and visual are not angles and are recorded in separate columns.
2. Collapse duplicates. Two angle sentences are one angle under coverage.angle_distinctness when they share their main claim AND their reason for it, which is a test on the argument, not on the wording. "Save time" and "stop wasting hours" share a word in neither position and are still one angle. Do not apply the noun and verb test here; that one belongs to coverage.rsa_headline_floor and is about headline slots. Record the collapsed count alongside the raw ad count; the gap between them is usually the finding.
3. Per ad set, count the surviving distinct angles against coverage.angles_per_ad_set and note where the recalibration to two applies because the ad set sits under test.volume_floor.
4. Per angle, count formats against coverage.formats_per_angle and ratios against coverage.ratio_set. An angle that only ever ran as one static in one ratio has not been tested, it has been mentioned.
5. Mark each angle tested or untested on evidence, not on intent. Tested means it ran for at least test.min_runtime and reached test.volume_floor, or test.click_floor where the read was on CTR. Everything else is needs_data.
6. Read supply against coverage.stale_spend_share: work out how much of each ad set's spend in the period rode creatives older than the age that key names. The reading is on money, not on the launch date of the newest file, so an account shipping constantly can still fail it. Above the share, the account is spending its inventory and the gap list is the pipeline.
7. Exclude every creative below delivery.never_delivered_floor from the tested and untested judgement. That creative did not lose its angle, it never ran. Mark it never_delivered, keep it out of any ranking or cut list, and count its angle as untested rather than as tried and failed. A creative that cleared exposure but stayed under delivery.ranking_floor is a separate case: it ran and it may carry a verdict of its own, but its share of delivery is too thin for its angle to count as tested here, so that angle also stays on the untested list.
8. Name the untested angles worth a slot. Derive each from something the user supplied: an objection they hear, a reason customers gave, a segment nobody addressed. Do not derive one from category convention, and label every proposed angle hypothesis until it has run.
9. Order the gaps by how cheaply each can be produced from assets that already exist, and cap the recommended slate at test.concurrent_variant_cap per ad set.

Decision rules

• Distinct angles in an ad set below coverage.angles_per_ad_set: the gap is the finding, and the next round is angles rather than executions.
• Two angles collapse into one: cut the redundant slot and say what it was duplicating. Redundant slots are the mechanism by which an account tests a lot and learns nothing.
• Angle ran under test.volume_floor: test again with a real share, confidence low. Never cut an angle that never got a readable sample.
• Every creative carrying an angle sat under delivery.never_delivered_floor: the angle is needs_data, not a loser. Record it as untested, keep it out of the cut list, and say the ad set never gave it a share of delivery.
• Every creative carrying an angle ran but stayed under delivery.ranking_floor: the angle is needs_data on the tested question. Those creatives may still have been cut elsewhere in this pack; a cut on starved delivery is a verdict about that execution and is not evidence that the argument failed.
• Spend riding creatives older than coverage.stale_spend_share allows: the finding is supply, and the first item in the gap list is production rather than another argument.
• Angle covered in only one format: rewrite into the missing format before any conclusion about the angle is written down.
• Proposed angle rests on a claim with no source: approval_needed under claims.evidence_rule.
• Proposed angle falls in claims.restricted_topics: route to the platform's own policy page and issue no verdict here.

Output format

No verdict line, this is a map. Two tables.

Covered angles:

Gaps worth a slot:

What high means in this skill, since it reads a library rather than a test or a time series: the ad list covered the whole period, live and paused, every angle sentence was written from the creative itself rather than from the ad name, and the collapse was applied under coverage.angle_distinctness. The comparison family's test.min_runtime and test.volume_floor conditions belong to a test and are not borrowed here; where a row states whether an angle was tested, that row inherits those conditions and is labelled on the scale in full.

Then What this could not see, Missing data, Approval gates.

Practical example

Illustrative made-up account data, not a real advertiser. 23 ads across 3 ad sets. Raw angle sentences: 11. After collapsing, 4 distinct angles remain, since 7 sentences reduce to one argument about being cheaper than an agency, phrased seven ways across seven images.

Reading: ad set B carries 2 distinct angles, under coverage.angles_per_ad_set, and its 12 ads created the impression of heavy testing. Three of the four angles ran in a single format, below coverage.formats_per_angle, so no angle verdict is written for them. The claim that the price angle is the account's proven winner is refused: it ran in 7 ads but only 1 cleared test.volume_floor, and the rest are needs_data.

Supply: 61 per cent of the three ad sets' spend in the period rode creatives launched before the age named in coverage.stale_spend_share, past that key's share, so production leads the gap list. Two of the 23 ads took under delivery.never_delivered_floor; their angles are recorded as untested rather than as tried, because they never ran.

Gaps proposed: one objection angle taken from a support transcript the user supplied, one segment angle for the audience the library never addresses. Both labelled hypothesis. A third idea about a compliance benefit was withheld, because it sits in claims.restricted_topics and belongs on the platform's policy page first.

Guardrails

• Never count an ad as an angle. Count arguments after collapsing duplicates.
• Never mark an angle failed on a sample below test.volume_floor.
• Never invent a customer objection, a segment or a proof point to fill a gap.
• Do not pause or launch anything. The slate is a recommendation.