The benchmarks report that
updates while you read it.
Every other creative benchmarks report is a PDF assembled last quarter from an anonymized dataset, locked behind a form. This one recomputes from the live shelf — real Meta ads, named brands, every ad watchable inside the product. No email required to read a single number.
Sample currently skews DTC supplements, wellness & beauty — and we say so. Methodology at the bottom, uncensored.
Here are the answers.
You don’t have to give us your email.
Competitors tease these exact questions to capture a lead, then mail you a PDF. We just answer them — the data is public, and the point is to show you the shelf is real.
How long a real ad lives.
Run duration is the closest public proxy for ROAS: nobody keeps paying to serve a loser. Every live ad on the shelf, bucketed by how long it has been running.
How old the live ads are
n = 101,284 live ads across 662 brands
All live ads vs 90-day survivors
Purple = share of everything live · green = share of what survived 90 days
Which persuasion play
earns the longest run.
Every ad on the shelf is AI-classified by the play it runs, then we measure how long each play survives. This cut doesn’t exist anywhere else, because it needs both the classification and the archive.
A snapshot ages.
This has a pulse.
The annual PDF report
- Assembled once, then slowly goes stale all year
- Anonymized — you can’t look up a single brand in it
- Locked behind an email form before you see one number
- A static file: no filtering, no drill-down, no ad you can watch
- Ends. You read it, you file it, nothing changes
The living shelf
- Recomputes continuously — today’s numbers, not last quarter’s
- Every brand named, every ad watchable inside the product
- Free to read in full. Email is only for the weekly delta
- Live pages behind it: benchmarks, the wall, the angle matrix
- Compounds — every brand added deepens the sample forever
Get the weekly delta.
You just read the whole report free. The email gets you what a PDF can never send: what changed this week — which ads finally died, which crossed 90 days, which angle is heating up, and which brands joined the shelf.
Weekly. Unsubscribe anytime. No gate on the data above — ever.
adshelf.app/report
Methodology. Statuses and start dates come from Meta’s public Ad Library, collected continuously per tracked brand; run duration = days since an ad’s start date. Live ads only unless stated. The library also holds 53,403 stopped ads with full run histories Meta no longer shows anyone. Sample currently skews DTC supplements, wellness and beauty — we publish the composition rather than hide it. Any brand that advertises on Meta can be added to the shelf in seconds, which is how the sample keeps widening.
Your competitors’ winners are already in here.
Add your own brands and the same report recomputes around your category.
Start free trial See the live shelf