Every creative on Home carries four scores. They answer four different questions about the same ad.
The four stages
| Score | The question it answers | |---|---| | Hook | Do the first seconds stop the scroll? | | Watch | Once stopped, do people keep watching? | | Click | Does a view turn into a click? | | Convert | Does a click turn into a result? |
They are ranks, not benchmarks
A score is a percentile inside your own account: 80 means the creative beats roughly 80% of your other creatives at that stage. It is not a comparison with other brands, and there is no industry average behind it — a score of 90 on a small account says "your best", not "the market's best".
Ties share a rank, so two creatives with the same hook rate get the same Hook score.
The colour bands
- 80 and above — dark green: your top creatives at that stage.
- 60 to 79 — green.
- 40 to 59 — yellow.
- Below 40 — red: the stage where this creative loses.
When scores appear
A creative needs enough delivery to be ranked; until then the cell shows an em-dash, never a provisional number. Scores are recomputed every morning from the previous day's metrics, and every variation of a creative shares the same scores, because Home ranks creatives, not individual ad ids.
How to read a mixed profile
- High Hook, low Watch — the opening promises something the video does not deliver. Look at seconds three to ten.
- High Watch, low Click — people like it and do not act. The call to action or the offer is missing or late.
- High Click, low Convert — the ad sells something the landing page does not. Check the price, the promise and the page.
- Low Hook, high Convert — a great offer nobody sees. Iterate the hook and keep everything else.
The scores are deterministic — the same rows give the same numbers every morning. What Friday adds is the reading: which of the four stages to fix first, and what to test next.