The short answer
- → Want the decomposition done for you: GoMarble
- → Suspect the problem is measurement, not media: Triple Whale
- → If CTR decay points at creative: Motion, Atria
At a glance
| Tool | Best for | Meta | TikTok | Shopify | ||
|---|---|---|---|---|---|---|
| GoMarble | AI ad analysis with root-cause diagnosis and in-account execution | ✓ | ✓ | ✓ | ✓ | ✓ |
| Triple Whale | Ecommerce measurement and attribution on the Shopify stack | · | · | · | · | ✓ |
| Motion | Creative reporting and creative-ops workflows | ✓ | · | ✓ | · | · |
| Madgicx | Rule-based automation and execution speed on Meta | ✓ | ✓ | ✓ | · | ✓ |
| Supermetrics | Moving marketing data into BI tools and warehouses | ✓ | ✓ | ✓ | ✓ | ✓ |
| Atria | Turning Meta ad performance into creative briefs | ✓ | — | · | — | · |
| Birch (formerly Revealbot) | Cross-platform rule-based ad automation | ✓ | ✓ | ✓ | · | · |
| Smartly.io | Enterprise paid social orchestration across creative and media | ✓ | · | · | · | · |
✓ supported · — not supported · · not publicly stated
How we evaluated these tools
We assessed every tool on the same 7 criteria, so the comparison stays like-for-like rather than reflecting whichever feature each vendor leads with.
Decomposition
Does it break the ROAS change into contributing metrics, or leave you to compare charts manually?
Drill-down depth
Can you trace account → campaign → ad set → ad → creative without exporting?
Period comparison
Can it compare against the previous period and a trailing average, so you avoid diagnosing noise?
Creative signals
Does it surface frequency, CTR decay and creative age alongside the media metrics?
Tracking checks
Can it distinguish a genuine performance decline from a pixel, CAPI or attribution problem?
Change history
Does it show what was edited in the account before the drop?
Acting on the diagnosis
Once the cause is identified, can the same tool make the fix? A diagnosis that has to be re-entered manually loses time at exactly the point where time is costing money.
The tools
Every entry below uses the same structure — best for, platforms, what it does, capabilities, pros, limitations, pricing, ideal customer, verdict — so you can compare like with like.
1. GoMarble
Best for: AI ad analysis with root-cause diagnosis and in-account execution
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
GoMarble is an AI agent for paid media. It connects to your ad accounts, explains why metrics moved rather than only charting that they did, and then acts on that diagnosis — GoMarble AI Agents edit bids, budgets and campaign status directly, and Ad Launch ships new campaigns. Both are gated on human approval.
Key capabilities
- Root-cause analysis — decomposes a ROAS or CPA change into spend, CPM, CTR, CVR and AOV contributions
- GoMarble AI Agents — execute against their own diagnosis: bid and budget changes, pausing and scaling ads
- Ad Launch — analyzes creatives, picks the campaign, drafts brand-voice copy and ships it, gated on approval
- Execution across five channels: Meta, Google, TikTok, LinkedIn and Bing
- Creative analysis — connects hooks, formats and angles to performance, and flags fatigue signals
- Cross-channel analysis — Meta and Google in a single account view
- Conversational reporting — ask for the analysis in chat or Slack instead of building a dashboard
- Scheduled reports and anomaly alerts delivered to Slack or email, with no infrastructure to build
- Reports that carry recommended actions, which Agents can then execute on approval
- AI agents + MCP servers — drive the same analysis from Claude or your own tooling
Pros
- Diagnosis and execution in one place — it acts on its own analysis rather than handing you a list
- Reporting is conversational rather than built — you ask a question and get the answer, instead of designing a dashboard and maintaining it
- Reports arrive where the team already works (Slack or email) and carry actions, not just numbers
- Changes are gated on human approval rather than applied silently
- Meta and Google analysed together instead of in separate silos
- Open MCP servers mean the analysis is reachable from Claude and other AI clients, not locked in a dashboard
Limitations
- Not an attribution platform — no multi-touch modelling or incrementality testing, so it complements rather than replaces Northbeam or Triple Whale for measurement
- Creative tagging taxonomy is less granular than a dedicated creative-ops tool like Motion
- Not a white-label client-reporting platform — no branded client portal or per-client packaging, which agencies reporting to many clients will still need elsewhere
- Fewer prebuilt dashboard templates than the incumbent reporting suites
Pricing: See our pricing page for current plans View GoMarble pricing →
Best suited for: Performance marketers, in-house paid media teams and agencies who want diagnosis and execution in one agent
Verdict: The strongest fit when you want the same system to work out why performance moved and then make the change, across Meta and Google together.
2. Triple Whale
Best for: Ecommerce measurement and attribution on the Shopify stack
Platforms: Shopify
Triple Whale positions itself as a complete intelligence platform for ecommerce, unifying measurement, analytics, AI, creative and automation. It centralises advertising and store data to provide attribution and reporting across the funnel.
Key capabilities
- Attribution via its own pixel, alongside MMM and incrementality in its measurement suite
- Unified ecommerce and ad reporting with a large prebuilt dashboard library
- Creative analytics on higher tiers
- Deep native integration with the Shopify stack
Pros
- Genuinely strong ecommerce measurement — attribution, MMM and incrementality in one place
- Deep Shopify-stack integration and a large library of ready-made dashboards
- Free tier available for basic pixel tracking and first/last-click attribution
Limitations
- Built around ecommerce — weaker fit for lead-gen, B2B or app advertisers
- Attribution depth comes with a setup and data-hygiene burden
Pricing: From $179/mo (Starter); Advanced $259/mo; custom from $539/mo (checked May 2026 — Triple Whale no longer publishes tier prices publicly)
Best suited for: Ecommerce operators, founders and agencies wanting unified funnel measurement
Verdict: The better choice when attribution and store-level measurement matter more than ad-account diagnosis.
3. Motion
Best for: Creative reporting and creative-ops workflows
Platforms: Meta, TikTok
Motion describes itself as a fully integrated AI creative strategy system with a workflow builder powered by your ad data and tags. It organises ad creative at scale, builds creative leaderboards, and supports the day-to-day reporting rhythm of an in-house creative team.
Key capabilities
- Tag-based organisation of ad creative at scale
- Creative leaderboards and creative reporting
- Workflow builder driven by ad data and tags
- Multi-account support for creative teams
Pros
- Best-in-class tag taxonomy for organising creative at volume
- Built around how creative teams actually work day to day, not retrofitted from a media tool
- Creative leaderboards designed for in-house creative ops
Limitations
- Creative-first by design — less depth on media-side diagnosis such as auction or budget drivers
- Entry tier is priced for brands already spending meaningfully on paid
Pricing: From $750/mo (Starter, up to $50K/mo ad spend); Pro $1,200/mo; Growth custom (checked September 2026)
Best suited for: Creative teams and creative strategists at brands running paid at scale
Verdict: If the primary job is creative tagging and creative reporting, Motion is the more specialised choice.
4. Madgicx
Best for: Rule-based automation and execution speed on Meta
Platforms: Meta, Google, TikTok, Shopify
Madgicx bundles automation, targeting, analytics and ad management for Meta ads, with a separate Tracking Pro add-on for advanced server-side attribution. It is built for teams that already know the play they want to run and need it executed consistently.
Key capabilities
- Rule-based automation on bids, budgets and creative rotation
- Meta-specific targeting and ad management
- Server-side tracking and attribution via the Tracking Pro add-on
- Creative and performance reporting for Meta
Pros
- Mature Meta-specific automation — strong when the playbook is already defined
- Set-and-forget rules reduce manual account maintenance
- Advanced attribution available as an add-on
Limitations
- Automation-led — it executes a playbook rather than diagnosing why performance moved
- Headline pricing is not published as a fixed tier; it is calculated from your ad spend in-product
Pricing: Pro Complete with AI — price calculated from your monthly ad spend band, shown in-app; Tracking Pro add-on $49/mo (checked September 2026)
Best suited for: Performance marketers running Meta at scale who need execution speed
Verdict: Best when you know what to do on Meta and want it automated, not diagnosed.
5. Supermetrics
Best for: Moving marketing data into BI tools and warehouses
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
Supermetrics is a marketing data platform that connects, manages and moves data from advertising and marketing sources into BI tools, spreadsheets and warehouses. It is a data layer rather than an analysis layer.
Key capabilities
- Marketing data pipelines across a large connector catalogue
- Destinations including Looker Studio, Google Sheets, BigQuery and Snowflake
- Scheduled refreshes and managed transfers
- Natural-language querying of the data layer via its Claude integration
Pros
- The most mature option for reliable marketing data pipelines
- Best fit when a team already owns its reporting in Looker, Tableau or Power BI
- Broad connector catalogue beyond just ad platforms
Limitations
- Moves and models data — it does not interpret performance or explain why metrics changed
- Requires a BI tool and someone to build the reporting layer on top
Pricing: From $49/mo (Starter); Growth $199/mo; Pro $499/mo (checked September 2026)
Best suited for: Marketing and data teams building custom BI and reporting
Verdict: Choose Supermetrics for the pipeline, not the analysis — it pairs with an analysis layer rather than replacing one.
6. Atria
Best for: Turning Meta ad performance into creative briefs
Platforms: Meta
Atria analyses a brand's ads and data to identify personas, hooks and messages, then generates creative briefs and grades individual ads with suggested fixes. It is an end-to-end Meta creative workflow.
Key capabilities
- Creative brief generation from performance data
- Per-ad grading with concrete suggested fixes
- Swipe files and asset management in one place
- Batch ad launching on Meta
Pros
- Closes the loop from performance data to a brief a production team can execute
- Per-ad grading gives specific, actionable creative feedback
Limitations
- Meta-only — no Google or cross-channel view
- Annual billing on all published tiers — no monthly option shown
Pricing: Core $129/mo; Plus $479/mo; Business $959/mo; Enterprise custom (billed annually) (checked September 2026)
Best suited for: Performance teams that need creative volume and velocity on Meta
Verdict: Strong for Meta creative workflow; not a cross-channel analytics choice.
7. Birch (formerly Revealbot)
Best for: Cross-platform rule-based ad automation
Platforms: Meta, Google, TikTok
Birch automates campaign management across major ad platforms using rules. Teams define conditions and actions, and Birch executes them continuously against connected accounts.
Key capabilities
- Rule-based automation across Meta, Google, TikTok and other platforms
- Automated budget and bid actions
- Official partner integrations with major ad platforms
- Multi-account management for agencies
Pros
- Mature, flexible automation rules spanning several platforms in one place
- Clean integration story via official platform partnerships
Limitations
- Automation-first — it executes rules rather than diagnosing why performance moved
- Rule execution only — no creative analysis or performance diagnosis layer
Pricing: Essential $49/mo; Pro $99/mo; Enterprise custom — scaled by monthly ad spend (checked September 2026 — revealbot.com now redirects to bir.ch)
Best suited for: Agencies and ecommerce teams running paid media at volume
Verdict: The right pick when the need is reliable rule execution across platforms.
8. Smartly.io
Best for: Enterprise paid social orchestration across creative and media
Platforms: Meta
Smartly.io unifies creative, media and intelligence suites for large-scale paid social. It is built for organisations running global campaigns with dedicated creative and media teams under enterprise contracts.
Key capabilities
- Creative, Media and Intelligence suites in one platform
- Large-scale creative production and dynamic ad variation
- Cross-market campaign orchestration
- Enterprise governance, permissions and workflow
Pros
- Genuinely enterprise-grade orchestration across creative and media
- Handles global, multi-market paid social that mid-market tools struggle with
Limitations
- No public pricing and an enterprise sales cycle — not accessible to smaller teams
- Heavier implementation than a self-serve analytics tool
Pricing: Custom enterprise pricing — not publicly listed (checked September 2026 — re-checked; smartly.io/pricing returns 404, no public tiers)
Best suited for: Enterprise brand, agency and creative teams running global paid social
Verdict: An enterprise platform decision, not a tool purchase — scoped by contract.
Full capability comparison
The capability matrix, so you can answer questions like "which of these do both Meta and Google, with creative analysis?" without rereading the list.
| Tool | AI analysis | Root-cause analysis | Executes changes | Creative analysis | Attribution | Reporting | Automation | AI agents | Budget recommendations | Multi-account | Starting price |
|---|---|---|---|---|---|---|---|---|---|---|---|
| GoMarble | ✓ | ✓ | ✓ | ✓ | — | ✓ | ✓ | ✓ | ✓ | ✓ | See pricing |
| Triple Whale | ✓ | · | · | ✓ | ✓ | ✓ | ✓ | · | · | ✓ | $179/mo |
| Motion | ✓ | · | — | ✓ | · | ✓ | · | · | · | ✓ | $750/mo |
| Madgicx | ✓ | · | ✓ | ✓ | ✓ | ✓ | ✓ | · | ✓ | ✓ | Custom |
| Supermetrics | · | — | — | — | · | ✓ | ✓ | · | — | ✓ | $49/mo |
| Atria | ✓ | · | ✓ | ✓ | · | · | ✓ | · | · | · | $129/mo |
| Birch (formerly Revealbot) | · | · | ✓ | · | · | ✓ | ✓ | · | ✓ | ✓ | $49/mo |
| Smartly.io | ✓ | · | ✓ | ✓ | · | ✓ | ✓ | · | ✓ | ✓ | Custom |
✓ supported · — not supported · · not publicly stated. Pricing as published on each vendor's site; see the methodology note for dates.
How the tools differ
The list above tells you what each tool does. This section answers the decision question — which one fits the job you actually have.
If you want the decomposition done for you
GoMarble
Attributing the ROAS move across spend, CPM, CTR and CVR is the specific job this page is about, and it is the narrowest capability in the list.
If you suspect the problem is measurement, not media
Triple Whale
When the question is whether revenue is genuinely down or merely unattributed, an attribution platform answers it better than an analytics layer. Triple Whale is the stronger tool here.
If CTR decay points at creative
Motion, Atria
Once the drop localises to creative, a creative-specialised tool gives more resolution on which attributes stopped working.
If you need the raw data in your own model
Supermetrics
A pipeline rather than a diagnosis. Useful when your analyst already has the model and just needs current data in it.
If you need to act on the diagnosis
GoMarble, Madgicx, Birch (formerly Revealbot)
GoMarble AI Agents act on their own diagnosis — adjusting bids and budgets, pausing or scaling ads, with changes gated on approval. Madgicx and Birch execute reliably too, but from rules you wrote rather than from a diagnosis they performed.
If the account is one of many under central management
Smartly.io
Enterprise orchestration, scoped by contract rather than trialled.
Best tool by use case
Not a ranking — a mapping. Most teams need one of these jobs done well rather than the highest overall score.
| Use case | Recommended tools |
|---|---|
| Explain why ROAS moved | GoMarble |
| Rule out an attribution problem | Triple Whale |
| Isolate the affected campaign | GoMarble, Triple Whale |
| Check creative fatigue signals | Motion, Atria |
| Compare against trailing averages | GoMarble, Supermetrics |
| Act on the diagnosis | GoMarble |
| Automate a predefined response | Madgicx, Birch (formerly Revealbot) |
| Build a custom diagnostic model | Supermetrics |
| Multi-account oversight | Smartly.io |
What to consider before choosing a ROAS diagnosis tool
Confirm the drop is real first
A single day of data is not a trend. Compare the current period against both the previous period and a trailing 7- or 28-day average before diagnosing anything.
Start with the arithmetic, not the dashboard
ROAS is revenue over spend. If revenue held and spend rose, the investigation is about allocation. If spend held and revenue fell, it is about conversion. Establishing which halves the search space immediately.
Do not assume creative fatigue
Falling CTR with rising frequency is a fatigue signal, not proof. Seasonality, auction pressure, landing-page changes, product availability, tracking gaps and attribution delay all produce similar-looking declines.
Check what changed in the account
Budget edits, new campaigns, audience changes and bid-strategy switches are the most common causes and the easiest to miss. A tool with change history saves a lot of guesswork.
Rule out tracking early
A pixel or CAPI problem produces a revenue decline that no amount of media optimisation will fix. Check event volume against store-side orders before touching campaigns.
Decide what you will do with the answer
Diagnosis without execution means the finding waits on someone's queue; execution without diagnosis means acting confidently on the wrong cause. Check which half a tool actually covers before assuming it closes the loop.
FAQ
What is the best tool for finding out why ROAS dropped?
How do I know if a ROAS drop is real or just noise?
Can these tools tell the difference between a tracking issue and a performance issue?
Does a ROAS drop always mean creative fatigue?
How far back should I look when diagnosing a ROAS drop?
Can any of these tools fix the problem automatically?
Do I need a separate tool, or is Ads Manager enough?
Methodology & sources
Product capabilities and pricing were reviewed from publicly available product documentation and pricing pages, with the check date shown against each tool above. Features and pricing change — verify details with the vendor before purchasing. Capability marks reflect what each vendor states publicly; where a capability is not publicly documented we mark it "·" rather than assuming it is absent.
- GoMarble: https://www.gomarble.ai/pricing
- Triple Whale: https://www.triplewhale.com/pricing
- Motion: https://motionapp.com/pricing/
- Madgicx: https://www.madgicx.com/pricing
- Supermetrics: https://www.supermetrics.com/pricing
- Atria: https://www.tryatria.com
- Birch (formerly Revealbot): https://bir.ch
- Smartly.io: https://www.smartly.io
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