Foreplay.co introduces Lens, a creative analytics platform designed to provide advertisers with performance data that focuses on creative content, rather than metrics alone. The company positions the product as an alternative to existing analytics tools that charge based on advertising spend.

“Understanding your data is table stakes,” Zachary Murray, founder of Foreplay, says in a YouTube announcement. “Lens takes in your advertising data and clearly refracts answers.”

The platform features a home screen that displays the status of connected ad accounts, along with benchmarking data from over 20,000 advertisers. Its dashboard presents key metrics and a creative leaderboard that tracks performance trends and identifies creative fatigue.

Lens includes a creative test dashboard that plots test performance on scatter charts with hover functionality to view creative content. The platform offers two report types: top-performing reports, which group ad performance by various elements, and comparison reports, which bundle ads with customizable dimensions and filters.

Security features allow users to generate shareable links with password protection and IP tracking. The company states the platform operates with minimal loading time and integrates with Foreplay’s research tools.

Pricing Structure Changes

Accompanying the launch of Lens, Foreplay announced revised pricing tiers. Legacy customers maintain existing benefits, including free credits for Spyder (Foreplay’s automatic ad library scraper) and grandfathered discounts, while gaining access to exclusive discounts on new plans.

The updated pricing structure includes more bundled users in Workflow and Agency plans, Brief functionality across all tiers, and Lens access for higher-tier subscribers. Annual plans now offer unlimited Spyder credits, and API access enters beta for Workflow and Agency customers.

“The new Foreplay pricing, coupled with Lens being the only analytics tool that doesn’t charge you based on your ad spend, means more teams can use Foreplay at the fullest capacity,” Murray writes in a company blog post.