Understanding Ad Grouping and Duplicates in Copilot

Last updated: June 6, 2025

Getting confused by duplicate creatives showing up in Copilot? Here’s the quick breakdown of what’s going on and how we handle it 🔮⚡

Why You’re Seeing Duplicate Ads

When you duplicate an ad in Meta, it gets a brand new ad ID, even if the creative (image or video) is exactly the same. Copilot treats each one as a unique ad — because technically according to Meta, it is.

How this shows up in MagicBrief:

  • Each version shows up separately in Copilot.

  • They each have separate performance and engagement metrics — likes, comments, impressions.

  • These copies might live in different campaigns or ad sets.

When Copilot says a creative is used in “x number of ads,” it means:

  • That same visual asset (video or image) is running across x number of different Meta ads.

  • These ads could be spread across multiple campaigns or targeting setups.

  • Copilot is recognizing the shared creative, but respecting that each ad is considered its own asset.

This is super useful for:

  • Spotting how widely a creative is being used.

  • Digging into how it’s performing in different contexts.

Why They Don’t Always Get Grouped

If you’re wondering why duplicates don’t collapse into one line, here’s why:

  1. Every ad has a unique Meta ID, so Copilot treats them separately to keep reporting accurate.

  2. We group by creative file, not by ad name or campaign.

Tips to Make This Work for You

  • Head to Quick Compare to group by tags like Creator or Angle.

  • Watch for the Ad Count label (e.g., “3 ads”) to spot reuse.

  • Treat engagement metrics per ad — don’t assume performance metrics will carry over across duplicates.