Meta Creative Diversity Score: What Low Means and How to Fix It

By Thisura, founder of Run1Ads · 2026-11-06

Quick answer

The Meta creative diversity score is a Low, Medium or High rating shown for each ad set in Ads Manager. It estimates how visually different your images and videos are from each other, not how many ads you run. To see it, open Columns > Customize columns and search "Creative diversity". If an ad set shows Low, the usual fix is to add ads with a different hook, person, format and message, not more edits of the same ad. Meta labels the metric as an estimate that is still in development, so treat it as a hint, not a verdict.

Where do I find the creative diversity score in Ads Manager?

Search Engine Land reported that Meta rolled out the metric in Ads Manager reporting and that you find it by clicking Columns > Customize columns > Creative diversity. Add it at the ad set level and you will see Low, Medium or High next to each active ad set. One vendor blog dates the launch to August 26, 2026. If you do not see the column, it may not have reached your account yet.

What does a Low creative diversity rating mean?

Search Engine Land described the metric as labeled "in development" and said it estimates how visually diverse your images and videos are. It is meant to show when creatives are becoming too visually similar. A Low rating means Meta's estimate says the ads in that ad set look alike.

This ties to Meta's wider guidance. Marketing Brew reported on September 28, 2026 that agency executives say Meta will not rank an ad as highly if it shares the same look or opening hook as your other creative, because the models treat it as essentially the same ad. One executive said two videos of the same person that differ only in on-screen text count as the same creative. Meta did not confirm those mechanics. Meta's spokesperson called diversifying creative a "longstanding best practice" and said the advice is outcome based, not model specific.

For the bigger picture, read our guide on what changed in Meta Andromeda in October 2026.

Is a Low score hurting my sales?

Not necessarily. Meta has not published what a Low rating costs you, and some vendor blogs claim it limits reach, but I found no Meta statement saying so. The Search Engine Land author tested the metric on client accounts that she was confident had high diversity (static images, video with different hooks and people, UGC, partnership ads, carousels) and several still rated Low. She suggested the cause could be the early stage of the metric, stricter than expected thresholds, or signals Meta has not disclosed.

Numbers you may see online, such as "keep similarity under 40%" or "over 60% is a problem", are not from Meta. Ignore them.

How do I fix a Low creative diversity rating?

Change things a shopper would notice in the first two seconds. Search Engine Land lists these levers: hook, creator or spokesperson, visual style, messaging angle, offer, customer pain point, emotional appeal and format.

1. Pick one product and write three different reasons to buy it, for example comfort, price and gift idea.
2. Give each reason a different opening shot, not just a different caption.
3. Use a different person or setting for each, such as a customer, a founder and a product only shot.
4. Mix formats: one short video, one static image, one carousel or testimonial.
5. Remove ads that only differ by color, crop or text overlay. They add little.
6. Check the column again after the new ads have run for a few days.

Uploading 20 ads that share the same product image, opening shot, headline and spokesperson gives very little variety, as Search Engine Land put it. Three to five truly different concepts beat twenty edits of one.

For testing budgets and how long to wait, see how Meta picks which new ads to spend on.

How do I check whether this is hurting my own store?

Do not judge by the label alone. Compare Meta's numbers with your real orders.

1. Open your store reports and note orders and ROAS from real orders for the last 14 days.
2. Open Ads Manager at the ad set level and add the Creative diversity column next to ROAS, spend and frequency.
3. If a Low ad set has steady ROAS and frequency under about 3, leave it alone and add new concepts slowly.
4. If a Low ad set shows rising frequency and falling ROAS, creative fatigue is the likelier problem. Replace the weakest ad first.

How do I check this automatically?

Run1Ads is a live Meta ads consultant that reads your ad account read only, checks it every hour, and shows which ads bring sales and which ones are tired before ROAS falls. That gives you the real signal behind a Low label: whether your ads are wearing out in your numbers. You can see the live demo to see how it flags tired ads.

Key facts

• Meta added a Creative diversity column to Ads Manager with Low, Medium and High ratings per ad set, labeled "in development" (Search Engine Land).
• One vendor blog dates the launch to August 26, 2026. Meta has not confirmed a date.
• Marketing Brew reported on September 28, 2026 that agency executives say near identical ads are treated as one creative. Meta did not confirm how it judges similarity.
• Meta has tested creative insights metrics in its Insights API with a small number of agencies since June 2026, and they are not widely available (Meta spokesperson, via Relevant Audience).
• Meta has published no numbers for similarity thresholds or ads per ad set.

FAQ

Where is the creative diversity column in Meta Ads Manager?

Go to Columns > Customize columns and search for "Creative diversity", then add it at the ad set level. If it is missing, it may not be live in your account yet.

Does a Low creative diversity score mean Meta is penalizing my ads?

Meta has not said so. The metric is labeled as an estimate in development, and Search Engine Land found it rated Low even on accounts with many ad types. Check your ROAS and frequency before changing anything.

How many ads do I need to get a High rating?

Meta has not published a number, and the score measures visual variety, not volume. Focus on distinct concepts with different hooks, people and formats.

Is there a tool that checks creative diversity and ad fatigue for me?

Run1Ads checks your Meta ads every hour, shows which ads bring sales, and flags tired ads before ROAS falls. It is read only, so it never changes your ad account unless you ask.

Related reading

• Meta Andromeda 2.0: What Changed on October 28, 2026
• Why Meta Ignores Most of Your New Ads (and How to Fix It)
• How Many Creatives Does Meta's Andromeda Algorithm Need?

Run1Ads is a live Meta ads consultant for e-commerce brands. It checks your ads, Pixel and store every hour and tells you the one fix that matters today. See the live demo or start free, no card needed.