Founder guide
Find the advertiser first. Analyze the ads second.
Start from the App Store seller and developer website, identify the advertiser or Facebook page behind the app, then search that identity in Meta Ad Library. Save the ad ID, start date, status, copy, format, and destination before drawing conclusions.
The five-step workflow
- Open the competitor's App Store listing and record its seller, developer website, and exact product name.
- Use the developer website to find the brand's Facebook or Instagram identity. Do not assume the app title is the advertiser name.
- Open Meta Ad Library, select the country and All ads, then search the verified brand or page name.
- Confirm the result by matching the destination domain, app name, logo, or product screen.
- Record evidence before analysis: ad ID, observed date, start date, active status, copy, format, destination, and related variants.
Use an evidence sheet, not a swipe folder
| Field | Why it matters |
|---|---|
| Ad ID and source URL | Lets another person verify the exact record |
| Observed date | Prevents stale screenshots from looking current |
| Start date and status | Supports a cautious durability observation |
| Hook and first payoff | Captures the creative decision, not just the file |
| Destination URL | Confirms the product and shows the post-click promise |
Turn discovery into a decision
After collecting five to ten verified creatives, sort by observed duration and cluster by hook, format, and product payoff. Stop collecting when new ads repeat existing patterns; the next useful step is a test matrix, not a larger folder.
Sources
- Meta Ad LibraryMeta public advertising transparency library.
- About the Meta Ad LibraryMeta explanation of library coverage and transparency data.
- Cal AI - Calorie Tracker on the App StoreFirst-party App Store listing used to identify the product and seller.