Understanding the New Launches Report: Instantly Identify Winning and Losing Ads

This article explains how the New Launches report works and how to set it up, so you can cut your optimisation time in half and focus more on creative strategy. 

What is the New Launches report?

This report gives you an overview of all your recent ads, allowing you to optimise and take action instantly—no more time spent building and filtering reports. There’s no need to dig around to find your winning and losing ads; simply set this report up with your company goal benchmarks to quickly see what’s performing well.

How to create a New Launches report

1. Click “Create report” and select the New Launches report type, or select the pre-made version shown by the red arrows in the screenshot below.
2. Choose a timeframe (highlighted in the red box). This timeframe is used to find all ads launched within it, as indicated by the locked filter next to it.
3. Optional: Add any filters you require. For example, only show campaigns that contain “prospecting” in the name.

Now, you’ll see the ads you’ve launched and can click through the report tabs to see which ads are scaling, winning (performing well), or declining in performance (found under the “Stop” tab).

Setting and changing your New Launches report goal thresholds

You can update the metrics that automatically filter your New Launches report, ensuring that the ads displayed match your performance expectations.

1. Select the “Settings” menu—located at the lower left of your screen in the side panel (highlighted in the red box below).
2. Select “Thresholds” (highlighted in the blue box below).
3. Choose to set your thresholds for Meta or TikTok.
4. Set your thresholds based on your chosen metric and value.

Thresholds you can set for the New Launches report:

• Scaled threshold – Set how much your ads should spend before they are considered to have scaled successfully.
• Winner Threshold – The metric for your star performers. Use your preferred benchmark, such as CPA < £30 or ROAS > 5.
• Loser Threshold – The benchmark for poor performers. Ads that meet this criteria show in your “Stop” tab on the New Launches report.
• Optional: Select Account Overrides for specific accounts. This is helpful if you have multiple Meta or TikTok accounts (for example, to define unique thresholds for a UK regional account).