Post Save
Which creative people wanted to find again later.
What it means
Post Save is the number of times people saved an ad's post during the period, shown per ad on the Ads In Campaign table. A save is an action someone takes for their own use — to find the thing again — which is why the app reads it as a sign of deeper intent than a reaction. It's a count, not a rate, so it grows with the budget behind the ad.
Show the math
Formula and a worked example
There's no formula. Each save adds 1. The column says nothing about whether the person ever came back, and nothing in the app connects a save to a later purchase.
Saves per euro is the comparison that survives a budget difference. Divide by SpendSpendWatch it to control budget and back the winners. on the same row.
Worked example. Ad A takes 320 saves on €4,000 and Ad B takes 150 on €1,000. Per €1,000 that's 80 for A and 150 for B, so B is earning saves at nearly twice the rate on a quarter of the budget.
Both rows also sit next to a click rate. A creative earning saves and few clicks is being kept for later rather than acted on now, and that's a different problem from being ignored.
It answers the question
Which ad did people want to keep? Saving asks more of a viewer than reacting does — it implies they expect to want this again — so it's the closest thing on this table to a considered signal.
Why it matters
Reactions and shares are performed; a save is only useful to the person who made it. That makes it the least social and the most self-interested of the four engagement columns, and the one an enjoyable creative can't earn on charm alone.
It also gives a low-volume ad something readable. A single ad inside a single campaign often has too few purchases to compare against its siblings, and saves land in the same window as the impressions that produced them. Judge the creative on this first, then let the money columns confirm or contradict it.
What good looks like
There's no published standard, and a count can't have one — its size follows budget and run length. Compare ads inside the same campaign over the same window, normalise by Spend, and treat your own best row as the bar. The comparison that matters most is against the other three engagement columns on the same row: an ad that's strong on saves and ordinary on reactions is telling you something the totals can't.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Put the keepable information in the ad | Show the price, the sizes, what's in the box — the details someone would come back to check | Saves up on the new cut | 1–2 weeks | A busier ad is a slower one. Watch Thumbstop on the same row; detail earns saves and can cost you the scroll-stop. |
| Fast Move budget onto the row already collecting them | Shift spend within the campaign towards the best saves-per-euro ad | The count rises within days | 3–7 days | Part of the rise is only the extra budget. Read Cost/Post Eng. to see whether engagement actually got cheaper. |
| Slow Make something worth keeping | A size guide, a comparison, a how-to — content with a use after the scroll | A structurally higher count across the campaign | 4–8 weeks | Useful posts earn saves without earning clicks. Expect the click and purchase columns to lag, and be willing to give it a fortnight. |
| Slow Test a save-shaped format against your straight product ad | Run the informative version and the direct-response version side by side, monthly | A clear winner on saves, and often a different winner on return | 1 quarter | Splitting spend slows both ads down, and the two may never agree — you'll have to decide which column you're actually buying. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
A save is a click deferred. Read the two together and you can tell whether people are putting the decision off or making it.
Wanted now and later
People are clicking through and keeping it. This is the strongest shape on the table, and the creative behind it is worth repeating rather than tweaking.
Kept, not clicked
Interest without action. The intent is real and something is stopping it — price, timing, or a page that doesn't show what the ad showed.
Straight response
People act immediately and don't need to keep it. Normal for a clear offer on a familiar product, and not a weakness.
Neither
No intent and no clicks. Almost always a hook problem rather than an offer problem, and the fix is 2 seconds long.
Private intent against public endorsement. An ad people save but don't share is one they want for themselves — common on things that are useful rather than impressive. An ad people share but don't save is entertaining and not wanted. Both columns count an action; only the pair tells you which of the two motives your creative reached.
On video, this separates holding attention from leaving something behind. High completion with almost no saves means the edit kept people to the end and gave them nothing to come back for. Saves rising with completion means the payoff at the end of the video is landing, which is the part of a video ad hardest to test any other way.
Common misreads
A share sends it to someone else; a save keeps it for the person who made it. The app carries both columns because they answer different questions, and a creative can be strong on one and empty on the other.
It's a count, so its size follows the budget and the run length of the ad. Read it against Spend on the same row, and against the other ads in the same campaign, before you call any number small.
Nothing in this column says anyone ever came back. It records an intention at the moment of the impression, and the return columns on the same row are the only place that intention gets settled.
Also called
Saves · post saves · bookmarks · saved posts
See yoursSaves per ad inside a campaign, next to the reactions, comments and shares on the same rows.
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