Angles: your advertising ideas library

An angle is the core idea an ad argues. Angles lists every angle for your store, with the tension it resolves and the audiences, moments and proof it can be told through. Open it from Create > Angles.

Problem and intended user

A creative strategist (the person who plans and makes ad creatives) needs to know which ideas your ads already argue. Without one list, the same idea gets argued twice and another is never tried. A media buyer (the person who runs your paid ads) needs spend per idea, not only per ad.

Current workflow

The creative strategist keeps the list of ideas in a spreadsheet and writes the idea into each ad name. To see what one idea spent, the media buyer exports ad data from Meta Ads Manager or Google Ads, filters it by that name and adds the rows up.

Prerequisites

• Nothing beyond an installed store.
• Angles appear as Nexus studies your store, or when you start a run in the Creative Wizard. Until then the page reads No angles yet.
• Ads and Ad spend need a connected, synced Meta Ads or Google Ads account.
• A run from an angle needs a synced catalog. Generate does not use your credits, but limits apply. See Generate a creative batch.

How Nexus works

Nexus studies your store and writes the angles with AI. Fixed counting rules produce Ads and Ad spend. You can also write your own angle.

Nothing here changes your ad accounts. Nexus asks you to confirm only a delete and a discard. A concept is how the ad frames its story.

Search, filter and sort

• Type in Search angles, audiences and moments to match a name, core statement, audience or moment.
• Use the Tension filter to show one tension. This filter appears only after your store has at least one tension.
• Select a column title to sort. Select it again to reverse the order. Select it a third time to return to the default order, which puts the angles with the most linked ads first. The Ads column already shows that order, so its second selection returns to the default.

If a sort covers too many angles, Nexus shows them newest first and says so above the table.

Open an angle

Select the angle name to expand its row. Select a staging row to pick it. A Try in Creative wizard link appears beside it. It opens a new run that starts from that scene. Open Creative Wizard at the bottom of the panel starts a run with this angle already chosen.

Switch to Variations

Select Variations in the switch above the table. Nexus shows one card per angle. An angle with no variations does not appear.

Add your own angle

1. Select Add angle.
2. Choose a Tension, or type a new one. This field is optional.
3. Enter a Name. This field is required.
4. Enter the Core statement. This field is required.
5. Write the Premise if you want to explain the argument. This field is optional.
6. Enter the Audience. This field is required.
7. Select Add situation for each everyday moment the angle speaks to. This step is optional. You can add up to 10. Nexus drops empty rows when you save.
8. Select Save angle.

Name, Core statement, Premise, Audience and each situation stop accepting text at their character limit. In the Tension list, a tension that is too long cannot be added, and the list reads A tension can be at most 80 characters. You cannot enter proof.

WARNING

If you close the drawer after you typed something, Nexus asks Discard this angle? Select Discard only if you want to lose your text.

Edit or delete an angle

Edit and delete work on Manual angles only.

1. Select the pencil button to edit. The drawer opens as Edit angle.
2. Change the fields and select Save angle.

If the angle changed somewhere else, Nexus asks you to reload the page before you save.

WARNING

Delete stops the angle from appearing in Angles and in the Creative Wizard. Nexus offers no way to restore it.

To delete, select the trash button. Then confirm Delete this angle? with Delete angle.

Exact output

What an angle holds

Each angle has three layers:

• Core statement: what the angle says, in one line.
• Tension: the pull the angle resolves.
• Variations: the concrete ways to tell it. Each variation belongs to one group: audience, staging or proof. An angle you write holds its moments as situations.

Open a row to read the Core statement, the Premise and the variations, grouped by audience, staging, situation and proof.

The Angles view

One row per angle.

Column	What it shows
Angle	The name, with the core statement under it. A Manual badge marks an angle you wrote.
Tension	The tension label. A Catalogue-generic badge means the core idea names no specific outcome and could describe any product you sell.
Variations	Chips that count the variations per group, such as audience ×3.
Ads	How many ads link to the angle.
Ad spend	The total spend of those ads, all-time, in your store currency.
Actions	Edit and delete buttons. They show on Manual angles only.

A long list splits into pages. Use Previous and Next to move between them.

Ads and Ad spend

Ads counts every ad linked to the angle, over all time. Ad performance lists only ads that delivered in its date range, so its count can be lower.

• A number with a link opens Ad performance for that angle.
• none delivered under a number means no linked ad has delivered yet. The number is not a link.
• N delivered means only some of the linked ads delivered.

Ad spend shows a dash when no linked ad has delivered. An asterisk after an amount means Nexus could not convert part of the spend to your store currency, so the figure is partial.

What to do with it

What you see	Decision or action	Owner
An angle with a high Ad spend	Decide whether the idea deserves that share of budget. Select the linked number to open Ad performance.	media buyer
An angle with none delivered, or a staging row you like	Decide whether to make ads for it. Select Open Creative Wizard, or the row and then Try in Creative wizard.	creative strategist
A Catalogue-generic badge, or an idea no angle covers	Consider writing a sharper angle with Add angle.	creative strategist
A Manual angle nobody uses	Select the trash button, then Delete angle.	creative strategist

Expected value and measurement

One list of angles can help you see which ideas you already argue and which you have never tried. It does not change ad results by itself. Check two things:

• Create > Angles: read Ads and Ad spend for each angle. A row with few ads or no spend marks a gap.
• Performance > Ad performance: choose By angle to compare the Spend and ROAS of each angle group, for the same dates and platform.

Warning: you cannot isolate the effect of an angle. Budget, season and creative quality move results too. Treat a gap as a reason to test, not as proof.

Limitations and exceptions

• AI text can be wrong. AI writes the angles that Nexus found. Read the core statement and the premise before you build on them. You can edit Manual angles only, so write your own version when you disagree.
• Long groups. A long group of variations has a Show more control. The Variations view skips an angle with no variations, such as a Manual angle you wrote.
• Delete fails. If Nexus cannot delete the angle, the dialog stays open and shows the reason. When the reason says the angle has absorbed others, you cannot delete it from this page. Edit it instead.
• Save fails. The drawer keeps your text and reads "This angle changed somewhere else. Reload the page before saving." or "This angle could not be saved. Check the fields and try again."

Message	What to do
No angles yet	Wait while Nexus studies your store, or add your own angle.
No angles match your filters	Shorten the search or clear the Tension filter. No variations on this page yet means you should switch to Angles.
Angles could not be loaded. Reload the page to try again.	Reload the page.
Variations could not be loaded. Close and reopen this angle to retry.	Close the row, then open it again.
No variations yet — they appear as this angle is enriched.	Check again later. Nexus never shows this on a Manual angle.

In Demo Mode, the page shows sample angles. The Creative Wizard does not generate images. The sample Manual angles already hold variations, so they show in the Variations view. In the public demo, adding, editing and deleting an angle is blocked with "This action is not available in the public demo."

Related

• Concepts
• Testing Backlog
• Generate a creative batch
• Ad performance