Every creative on Home carries four scores. They answer four different questions about the same ad.
The four stages
- 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 the spend turn into sales, cheaply?
What each score measures
A score reads one rate of the creative's last 14 days off four fixed bars. Reaching a bar scores 40, 60, 80 or 100, and a rate between two bars scores in between.
- Hook: 3-second views per impression. 20% scores 40, 30% scores 60, 40% scores 80 and 60% scores 100.
- Watch: ThruPlays per 3-second view, so of the people the hook stopped, how many stayed. 25% scores 40, 35% scores 60, 45% scores 80 and 65% scores 100.
- Click: link clicks per impression (link CTR). 1% scores 40, 2% scores 60, 3% scores 80 and 5% scores 100.
- Convert: the creative's cost per purchase, against your account's. 1.25 times your account's scores 40, the same scores 60, 0.85 times scores 80 and 0.6 times scores 100.
So a hook rate of 40% scores 80 on any account, small or large: the score says how good the creative is, not where it ranks among your others. Hover any score to see its bars.
Convert is judged against your own account. A good cost per purchase depends on what you sell, so Convert compares the creative's cost per purchase with your whole account's over the same 14 days. As cheap as your account scores 60; 15% cheaper scores 80. A creative that spent your threshold and sold nothing scores 0.
Click and CPM. CPM is the price the auction charges for your audience, not something the creative earns, so it is not part of the Click score. The creative's CPM stays in Reports beside its scores, and its cost effect already shows in Convert.
The bars come from the rates of the ad accounts connected to Creativity, checked against the figures media buyers publish. They are measured after launch, never predicted.
The colour bands
- 80 and above: dark green, elite. The creative reached the elite bar at that stage.
- 60 to 79: green, strong.
- 40 to 59: yellow, fair.
- Below 40: red, weak. This is the stage where the creative loses.
When scores appear
A score covers a creative's last 14 days. A creative is scored once it has spent your workspace's spend threshold in that window: the floor for your ad account's currency (50 USD, 150 TND or 45 EUR), or the higher amount you set in Settings → Workspace → Data sources → Meta (how). Under it there is no provisional number: in Reports its score cells read Below gate. An ad account in another currency has no threshold, so every creative is scored.
Some scores have their own rules:
- Hook and Watch also need 1,000 impressions in the window, and a static image has no Hook or Watch at all.
- Convert needs your account to report purchases. Without a Meta Pixel Purchase event there is no cost per purchase to compare, and Convert stays blank. It is never a zero.
Scores are recomputed every morning from the previous day's metrics. Every variation of a creative shares the same scores, because Home scores 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.
