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Blog - Estrategia de diseño

B L O G > E S T R AT E G I A D E D I S E Ñ O

El valor de la evaluación comparativa y la medición del

desempeño creativo
Publicado el 31 de octubre

Michelle Mire
Especialista sénior en marketing de contenidos

Resumen
La evaluación comparativa y la medición del rendimiento creativo son fundamentales para
mejorar el rendimiento de las campañas, ya que le permiten comparar su rendimiento
internamente o con el de la competencia y utilizar estándares claros basados ​en datos. Además
de repasar los aspectos esenciales de las evaluaciones comparativas, también obtendrá
información de expertos sobre por qué no todas las evaluaciones comparativas son iguales.

Existe una presión cada vez mayor sobre los equipos creativos y de marketing para
producir creatividades de alto rendimiento que capten la atención y generen resultados.

Medir los resultados es una pieza clave del rompecabezas creativo del rendimiento. Por sí
solas, las métricas individuales son solo destellos de luz independientes. La creación de
sistemas y procesos que proporcionen contexto y agreguen significado a las métricas
brinda a todos una mejor perspectiva del panorama general.

Aquí es donde entra en juego la evaluación comparativa, que te proporciona puntos de

referencia relevantes para interpretar los datos de análisis creativos y utilizar estos
conocimientos para lograr mejores resultados de forma constante en plataformas como
Facebook, Instagram y TikTok.

¿Quiere poner a prueba sus estándares? Profundicemos en el poder de la evaluación

comparativa y la medición del desempeño creativo.

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¿Qué son los puntos de referencia?

La evaluación comparativa es el proceso de establecer estándares que le ayudarán a

identificar brechas de rendimiento. Es un punto de referencia que compara las métricas de
rendimiento con los estándares de la industria, los competidores o el desempeño anterior
de su marca para evaluar el éxito y contextualizar sus datos.

Establecer estándares mensurables para evaluar el rendimiento de un activo creativo o

una campaña en relación con las expectativas es el núcleo del proceso.

Lo mejor es compararlo con:

Competidores: comparar su desempeño con el de sus competidores le ayudará a

comprender las normas de la industria y las expectativas de los clientes. Esto le
permitirá ajustar su creatividad para seguir siendo competitivo y relevante.
Rendimiento anterior: analizar los resultados anteriores le ayudará a comprender su
progreso e identificar áreas que necesitan mejorar. Si los resultados parecen buenos,
puede seguir haciendo lo que está haciendo (y hacer más). Si no es así, es hora de
averiguar por qué .
Metas: Crear puntos de referencia basados ​en metas le permite ver si sus resultados
se alinean con sus expectativas iniciales. Si no está cumpliendo con las expectativas,
tal vez sea momento de ajustar sus metas para que sigan siendo realistas.

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3 Main Types of Creative Performance

Benchmarks
Typically, there are three types of benchmarking used to measure creative performance:
industry, internal and competitive benchmarks.

1. Industry benchmarks
This type helps you see how your creative compares to others in your sector. In other
words, you can see whether your campaigns and key performance indicators (KPIs) are
doing well to competitor campaigns and KPIs.

Metrics to monitor include click-through rates, conversion rates, engagement levels

and return on investment (but there are many more).
Benefits include identifying areas for improvement and recognizing trends that can
help you improve your creative strategies.

2. Internal benchmarks
These insights focus on tracking your creative performance over time. Comparing your
current campaigns to previous ones can help you see progress and identify patterns in
your performance.

Metrics to monitor include year-over-year (YOY) growth in engagement rates,

changes in conversion rates across different campaigns, and average production
times for creative projects (once again, there are many other metrics you can track).
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Benefits include insights into what works well and, as a result, ideas for continuous
improvement. It can also help you set realistic goals based on historical data.

3. Competitive benchmarks
It helps you compare your creative strategies to your direct competitors’ strategies. With
competitors, you can do:

Strategic benchmarking (comparing business models and strategies).

Process benchmarking (comparing business and operational processes).
Performance benchmarking (comparing business outcomes based on a set of
metrics).

Understanding competitors' insights helps you identify strengths and weaknesses and
adjust your strategies to gain a more competitive edge.

Metrics to monitor include market share, website traffic, engagement rates and brand
sentiment.
Benefits include gaining a precise understanding of your market position. This insight
can drive innovation, spark creative strategies that elevate your performance and
differentiate you from competitors.

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The Importance of Setting Benchmarks To

Measure Creative Performance

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Creative analytics typically involves in-depth analysis and optimization of creative

elements like visuals, copy or design.

Setting clear benchmarks and goals for measuring ad performance brings better focus to
identifying clear patterns and ensuring continual improvement.

Helping you more effectively:

Measure progress and evaluate performance

Optimize spend and budget allocation

Spot weaknesses and areas for improvement

Foster long-term growth and learning

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Improve and inform data-backed decisions

Creative performance benchmarking and measurement help you set clear operational
standards, rely on data instead of subjective opinions and focus on changing creative
elements that will make the most significant difference.

Defining relevant indicators also helps you:

Define what success looks like: For instance, if you aim for a steady 10% increase in
lead generation and are on track to achieve 11%, you can confidently say you’ve
exceeded your goals.
Identify winning ideas and performance gaps: Historical data from past campaigns
gives you a reference for current campaigns. When one proven format exceeds past
conversion rates, you know there's something working well. If there's a dip, you need
to figure out what isn't working.
Improve the quality of your creative: If your goal is to achieve higher ad CTRs,
benchmarking helps you try new design elements such as images, illustrations, copy
and CTA testing.

By tracking what resonates with your audience and comparing it to industry standards,
you can adjust your designs for better engagement. Over time, this leads to more impactful
creative that captures attention and drives performance.

Expert Advice: All Benchmarks Are Not

Created Equal

Your chosen metrics should directly reflect your marketing objectives, whether
they’re building brand awareness, driving engagement or generating leads. The right
metrics provide insights that are directly actionable, letting you make informed decisions
that optimize your strategy.

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Kirsten van Rooyen

Associate Director of Marketing, Superside

Focusing on the metrics that matter helps you allocate your time, budget and efforts more
efficiently. Tracking these metrics gives you a better view of campaign performance,
improving short-term results and driving long-term growth. Both of these statements are
logical and valid.

However, there's another very crucial factor at play with creative performance
benchmarks and creative analytics in general: context.

Enter the ever-present role of context

When you slice performance, you've got to do it in a lot of different ways.

Something that could be considered a blanket loss in one category may be a huge win in
another.

Kelsey Gregorc
Director, Web & UX, Sprout Social

Every marketing channel has its own distinct characteristics and nuances, funnel stage
and even the questions you're trying to answer all affect the metrics you choose and even
how you interpret them.

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In a recent creative performance webinar, Sprout Social's Kelsey Gregorc shared how she
and her team approached the testing and refreshing of their always-on ads.

Before simply picking metrics and experimenting with ad variations, the team took the time
to think about the questions they wanted to ask and the things they wanted to learn. In
turn, this determined which variables they measured, the benchmarks they set and how
the results were interpreted.

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For instance, the data showed that a more conceptual concept nearly doubled LinkedIn
conversions. However, the conceptual concept had little to no impact on display ad
performance.

Because the conceptual layouts took longer to design, they made sense for LinkedIn, but
wouldn't for display. If you were having to make a blanket decision either way, to use
conceptual layouts or not, without considering the context, the choices would be much
less clear.

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5 Steps To Creating Effective Creative

Performance Benchmarks
Reliable, evergreen indicators set you on the path to ad optimization success. Here are
five steps for setting effective creative analytics benchmarks:

Step 1: Identify what to benchmark

Strategic benchmarking should focus on a specific part of your marketing efforts. Instead
of measuring overall campaign performance broadly, you might compare the CTR of your
social media ads. For enterprise businesses, strategic benchmarking often focuses on
specific areas, such as the performance of ads in different geographies, audience
segments or product categories.

Clearly defining what you’re comparing—whether engagement or conversion rates—

ensures you're aligned with larger business goals. If you sense certain areas of your
campaigns aren’t performing well, the data will help you validate these assumptions.

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Step 2: Check your past performance metrics

Next, collect data from your previous campaigns. For social media ads, this might include
how many people interacted with your ads, how many times your ads were seen, video
watch times, landing page retention rates and how much money you spent on your ads.

These numbers should be segmented by region, target customer persona, or product

category so you can evaluate what’s worked best in different contexts.

Step 3: Collect competitor and industry data

Now, find industry numbers to compare. If you’re comparing your social media ads, use
competitive benchmarking tools like Semrush, Sprout Social or Moz to see how your
engagement compares to other brands.

Market research or industry reports can also help you set relevant indicators. Identify the
key metrics that matter most for your business goals at this stage.

For an enterprise with a global presence, you might also consider looking at industry
reports and market research from providers like Gartner or Forrester to understand your
relative position within your sector.

Enterprise-level marketing teams also need to segment their competitor analysis by

product vertical and market regions. For example, SaaS companies in the U.S. might face
different competitive dynamics compared to those in Europe or Asia. Understanding these
regional differences helps set more accurate benchmarks.

Common performance metrics include CTR, engagement rate, cost-per-click (CPC) and
cost per customer acquisition (CAC). It’s important to choose metrics that align with your
objectives, such as brand awareness, lead generation or sales.

Step 4: Measure current campaign performance

Using tools, like Superads, helps quickly build and share visual reports that answer critical
questions about the ads you’re running on Meta, LinkedIn and TikTok.

Analyzing this data will help you spot trends and determine which creative elements
perform well. It'll also show you how different types of creative affect user engagement
and conversion, so you can learn and iterate in real time.

Traditionally, capturing this information has been harder than it should be. Many teams
start by gathering data from the native platform tools, porting it over to spreadsheets and
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skimming for meaning across mind-numbing columns and rows of data. Not to mention the
subsequent challenge of sharing this information cross-functionally across teams,
departments and even throughout the company.

There has to be a better way!

This is one of the reasons Superside developed Superads. As a creative service provider,
our leaders saw that this was something we and our customers struggled with.
Recognizing it was time for analytics tools to join us in the digital era, we've created a tool
that captures platform-specific data, alongside the standard and custom metrics you
choose to set.

The information is presented in intuitive, drag-and-drop interfaces that let you visualize
the metrics in the ways that make the most sense to you. Superads also leverages AI to
further power analysis and uncover insights. And, sharable links make cross-collaboration
as quick as copying and pasting the link.

✨Try Superads for free!

Step 5: Apply and track changes

If the data shows high engagement with how-to videos, you should consider
creating more tutorial-based content that matches your audience’s interests.

Kirsten van Rooyen

Associate Director of Marketing, Superside

The fifth step is creating and applying strategies that close creative performance gaps.
Two ways you can do this include:

1. Creative briefs: Let the data you collect help shape your creative briefs. Look at
performance aspects, like preferred formats or color palettes, that you’ve identified
through research.
2. Continuous testing: Use A/B testing to compare creative variations with your findings.
You can improve your creative assets based on the test results you get to boost your
performance metrics.

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Use the data to not just adjust current campaigns but also to set up long-term creative
strategies that take into account shifting customer behaviors and market dynamics.
Enterprise marketing teams should use creative testing to compare variations across
regions, audience segments and marketing channels to identify scalable patterns.

Shopify: An example of non-stop testing, measurement and

refinement
Take Shopify for example. As Shopify expanded its reach across 175 countries, its
challenge was creating and testing multiple creative assets while maintaining brand
consistency. By partnering with Superside, they scaled production, tested various
creatives, and rapidly iterated, boosting campaign performance and uncovering new
growth opportunities. This resulted in 4,375 assets delivered in 24 hours and 100% global
social media coverage.

Effective creative performance benchmarking and measurement is an ongoing process.

Continuous data collection is critical to staying on top and ahead of trends.

Common Creative Performance

Benchmarking Mistakes
Sometimes, it's the simple (or not-so-simple) things that make all the difference.
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Mistake 1: Ignoring context in comparisons

Mistake 2: Chasing data

Mistake 3: Struggling to find relevant comparisons

Mistake 4: Failing to test and optimize creative

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Mistake 5: Using the wrong metrics

Mistake 6: Not considering platform differences

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Mistake 7: Only focusing on the short-term results
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Mistake 8: Overlooking variables like funnel stage and objectives

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SIGUE LEYENDO

Mistake 9: Failing to recognize what makes your data unique

E S T R AT E G I A D E D I S E Ñ O ES

El impacto de los estrategas creativos en el crecimiento y la innovación de ¿Q

las marcas

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Mistake 10: Setting unrealistic goals

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By using insights to refine strategy, you create a feedback loop that continuously
elevates your creative, ensuring it not only reaches but truly resonates with your
audiences and moves the needle for your brand.
© 2025 Superside. Todos los derechos reservados.

Kirsten van Rooyen

Associate Director
Política of Marketing,
de privacidad Superside
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Regardless of your industry and the rate of market changes, creative performance
benchmarking and measurement drives stronger, data-backed decision-making, better
resource allocation and more successful ad campaigns.

Al escalar campañas digitales omnicanal, como suele ocurrir con muchos equipos
creativos y de marketing empresarial, convertir el análisis creativo en información
procesable contribuye directamente a la eficiencia y la eficacia generales.

Saber qué funciona significa que todos están en la misma página, desde la lluvia de ideas
y la sesión informativa hasta la ejecución y la medición, y viceversa.

Pero ¿qué tal si combinamos esta capacidad con más capacidad, ancho de banda y
experiencia en la industria? Si necesita un socio de confianza que combine los datos de
rendimiento de los anuncios con la creatividad líder en la industria, Superside lo ayuda no
solo a hacerlo bien, sino también a escala. Programe una llamada de presentación sin
compromiso para obtener más información.

Sea creativo y rinda

Puedes y debes tener excelentes recursos creativos
que generen excelentes resultados. Reserva una llamada para obtener más
información
sobre cómo Superside puede ayudarte a lograr ambos.

Hablemos

Michelle Mire
Especialista sénior en marketing de contenidos

A Michelle le gusta aprender de los creativos y especialistas en marketing ambiciosos que se

centran en ampliar el diseño e impulsar el crecimiento y brindarles herramientas para ello.🚀
Con más de dos décadas de experiencia, ha trabajado tanto en agencias como en equipos
internos de empresas de todos los tamaños en Estados Unidos y Canadá. Comenzó su
carrera como redactora publicitaria, donde perfeccionó sus habilidades como especialista en

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marketing de contenido y se convirtió en una experta en todo tipo de temas, desde tartas
congeladas y estados financieros hasta SaaS y ahora CaaS. Conéctese con ella en LinkedIn .

Ver más contenido de este autor >

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