> For the complete documentation index, see [llms.txt](https://help.branch.io/llms.txt).

# Creatives Optimization

> Measure the performance of your web-to-app banner campaigns with Journeys Creatives Optimization.

## Overview

[Creatives Optimization](https://dashboard.branch.io/journeys/creatives-optimization) is a tab in the Branch Dashboard related to Journeys. With it, you can measure the performance of your web-to-app banner campaigns to better understand their effectiveness. You'll be able to understand which creative drove the most conversions and leverage these insights to make more informed decisions around Journeys A/B testing. More specifically, Creatives Optimization will unlock the following features:

- Easily increase the % of views for the higher converting creative.
- Gain a historical understanding of the A/B test since the experiment started.
- See a simplified data view to better understand the performance of multiple creatives with a Journey.

## Initializing Creatives Optimization

Before analyzing A/B test performance, you must first have an active Journeys campaign with multiple creatives active. If you do not have one created yet, [create a new Journey](https://dashboard.branch.io/journeys/audiencerule/new) in the Branch Dashboard.

![](https://help.branch.io/img/095e1517-84fc-4e28-95cb-65597e127841.png "Multiple Creatives.PNG")

Additional details on creating Journeys banners/interstitials can be viewed in the guide [**here**](https://help.branch.io/marketer-hub/create-journey-banner-or-interstitial.md).

## Measuring Performance

Once your Journeys campaign is launched and users are downloading your app from the original banner/interstitial, you'll be able to measure the performance of your A/B test in the [Creatives Optimization](https://dashboard.branch.io/journeys/creatives-optimization) screen of the Branch Dashboard. For each Journeys campaign active with multiple creatives, you'll be able to see its performance here from its last updated date.

#### Definitions

| Performance Stat | Definition |
| --- | --- |
| Creative Name | The name of the creative. |
| Audience | The percentage of your audience targeted with a creative. |
| Unique Users | The number of unique users that have viewed a creative. |
| Installs | The number of installs attributed to a creative. |
| Conversion Rate | The average conversion rate you can expect from a creative. |
| Probability to be Best | Chances that a creative would perform better than others. |
| Last Updated Date | Refers to the last time there was a change to the Journey that affected the experiment. Examples include changing the audience percentages or updating the design of a creative. |

When looking at the performance, you can see which creative is likely to be the better performing one over time through the **PROBABILITY TO BE BEST** column. From here, you can adjust the percentages for your A/B test directly below it.

![](https://help.branch.io/img/b1290a1c-79ec-4935-b1bb-8003d30f5f57.png "Creatives Optimization.PNG")

![](https://help.branch.io/img/b7493aaa-43b8-4cac-a059-3aa7931b72b0.png "Journeys Optimization.PNG")