New paid media capabilities and agentic intelligence experiences help marketers and creatives understand content performance and use those insights in their everyday work. Marketing organizations are asking their paid media teams the same question: What makes content worth investing in? The answer lies in understanding which creative choices capture attention, drive engagement, and ultimately contribute to business results.

As brands develop increasingly more creative asset variations across audiences, formats, and platforms, marketers need insights that can guide their next investment. Which creative attributes are associated with strong performance? Which assets deserve more budget? And after someone clicks an ad, does the content experience continue to drive engagement and conversion? To answer these questions, marketers need to connect creative insights and performance data across paid and owned experiences.

Adobe Content Analytics now lets teams do exactly that.

Connect paid media with owned content performance.

Adobe Content Analytics helps teams understand how content and its attributes impact customer behavior. AI-derived attributes such as colors, scenes, objects, and tone give marketers a way to explore the creative elements associated with engagement and conversion.

New paid media measurement capabilities now extend that view beyond owned channels, connecting data from Google Ads and Meta. This lets marketers explore how specific creative attributes contribute to campaign outcomes alongside web and mobile content — perspectives that typically spread across separate tools and teams.

By combining these insights, teams can understand not only which creative elements drive engagement in paid media but also how they perform throughout the customer journey.

While most ad platforms provide campaign metrics and some creative insights, Adobe Content Analytics lets brands go deeper, connecting creative and attribute performance data, campaigns, and clicks to business outcomes. Together, these insights help marketers understand which creative variations contribute to conversions, identify patterns, and optimize both in-flight campaigns and future content creation.

Teams can use Adobe Content Analytics to:

• Guide budget allocation: Compare click-through rate, costs, and return on ad spend to identify creatives that merit further investment.
• Refresh underperforming ads: Explore attributes associated with stronger results and use those findings to guide new creative tests.
• Scale successful creative: Identify patterns across high-performing assets and apply those learnings to additional variations.
• Monitor creative fatigue: Examine whether rising frequency corresponds with declining engagement to inform when to refresh assets.
• Inform the next creative brief: Bring performance learnings into decisions about imagery, messaging, and creative treatments for future campaigns.

These insights give performance marketers and creative teams a shared basis for discussion: which assets are working, which elements deserve further testing, and where the next creative investment could have the greatest impact.

Get content performance insights with agentic intelligence.

Content insights should be accessible to anyone, not just analysts. Marketers and creatives should be able to explore performance without first learning an analytics schema or building an analysis report from scratch.

The new conversational interface, powered by Adobe CX Enterprise Coworker, lets anyone from any team use natural language and AI content skills to interpret image attributes, surface creative campaign optimization insights, and understand how content data connects to customer behavior.

For example, a marketer can ask questions like:

• Which creative assets had the strongest click-through rate in our latest paid campaign?
• What visual attributes do our highest-performing images have in common?
• Which images contributed most to conversions on our website?
• Where does increasing ad frequency coincide with declining engagement?

Users can continue the conversation to explore a finding or open Analysis Workspace for deeper analysis. The goal is to make content insights accessible to more teams while preserving a path to the underlying data.

Make performance part of the next creative decision

Every campaign offers a chance to learn what connects with customers. With paid media measurement and agentic, conversational access to that data, Adobe Content Analytics helps teams carry those learnings across paid and owned channels and into their next creative decision.

That means clearer evidence for where to invest, more informed creative tests, and performance insights that can shape the next brief, not just the post-campaign report.

Learn more about Adobe Content Analytics

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