How long have your ads been running? Half the trade's are under 11 days old.

How to read it

We compare against creatives live on the capture date. That is the population you compete with in the feed. It is not a survival rate. A creative that runs long is live on more days, so any one day's count holds too many long-lived creatives. That makes this comparison generous to old creatives. We state that rather than correct it. A correction takes weeks of watching the same pages in sequence. The census prints that number as soon as it exists.

The distribution above is creative-weighted: a company running hundreds of creatives is hundreds of rows in it. Weighted by company instead, one median per company across 118 companies, the median is 11 days, the same.

What it means, and what it does not

• At the median, your creative has been running about as long as half the category's. That says nothing about it yet. The category median sits at 11 days because most advertisers kill or replace creatives fast. Not because 11 days is a good run.
• Past the top quarter, somebody in your position would have replaced it by now. If it is still performing, that is a finding about your creative, not a problem.
• Age is not performance. The library shows what is running, never what it cost or returned. A long run means somebody kept paying, which is the only free signal there is.
• United States, Meta, verified bath advertisers only. 729 pages the keyword sweep returned that nobody has verified either way. Any ad the library did not return. Anything outside the United States. Everything off Meta.