FYIMeta · Creative · Thu, Oct 29, 2026

Meta Ads Manager has a Creative diversity column that rates each ad set's images and videos High, Medium or Low

What changed

A new Creative diversity metric is available under Columns > Customize columns in Ads Manager. Meta's Business Help Center describes it as a "diversity label for ad creative diversity score given an adset or account ID": it compares the images and video thumbnails in an ad set with each other, turns their similarity into a score and labels it High, Medium or Low. Meta says it's used to decide whether an ad set needs more varied images and videos to prevent creative fatigue. The help page calls the metric "estimated and in development" and gives no thresholds or date. Meta hasn't announced it; Performance Marketing News reported it on Oct 29 after checking Ads Manager. It looks at visuals only, not copy, hooks or offers.

What to do

Add Creative diversity to your saved column preset next to frequency and cost per result. For ad sets rated Low, add materially different images or videos (new format, person, setting or product shot, not a color or text tweak) while keeping the ads that work. Don't chase a High rating for its own sake: judge changes on cost per result and your own sales data, since Meta calls the metric in development.