Creative Scoring helps you evaluate how effectively your creative assets align with established Creative Scoring criteria. Scores can be analyzed in two primary ways: Adherence (Pre-Flight and In-Flight reporting) and Weighted Impression Adherence (In-Flight reporting).
What is Adherence?
Adherence evaluates how closely your creative assets align with your scoring criteria. Each asset is scored based on how many applicable criteria it meets. Total Criteria refers specifically to the Total Applicable Criteria—meaning criteria are only considered if relevant to the creative format. For example, a sound-related criterion would not apply to an image asset.
How is Adherence Calculated?
Adherence is calculated by averaging compliance scores across all evaluated creative assets, equally weighted, without factoring in impression volume:
Adherence (%) = (Sum of All Asset Compliance Scores ÷ Number of Assets)
When multiple asset types (e.g., images and videos) are evaluated together, calculations are done on a criterion-level basis first. This ensures only applicable criteria contribute to the final adherence calculation:
Adherence (%) = (Total Passing Criteria-Impressions ÷ Total Possible Criteria-Impressions) × 100
Example:
If you have three assets with compliance scores of 8/10, 9/10, and 7/10:
8/10 + 9/10 + 7/10 = 80% Adherence
This adherence calculation does not weight impressions, setting the stage for weighted impression adherence.
What is Weighted Impression Adherence?
Weighted Impression Adherence measures how effectively your creative assets align with your brand’s scoring criteria by accounting for both the assets' compliance scores and their visibility (impressions). This ensures that assets which are widely seen carry greater influence in the overall adherence calculation, providing a nuanced and accurate representation of your campaign’s adherence performance.
How is Weighted Impression Adherence Calculated?
Weighted Impression Adherence is calculated using "adherent impressions," which reflect the asset’s impressions multiplied by its compliance percentage:
Adherent Impressions = (Asset Compliance %) × (Asset Impressions)
Example:
If an asset scores 80% compliance and receives 1,000,000 impressions:
0.80 × 1,000,000 = 800,000 adherent impressions
To calculate overall Weighted Impression Adherence, sum the adherent impressions for all assets and divide by total impressions:
Weighted Impression Adherence (%) = (Total Adherent Impressions ÷ Total Impressions) × 100
By distinguishing clearly between adherence (non-weighted) and weighted impression adherence, you can select the most suitable method to evaluate and optimize your creative assets and campaigns.
Note: Optional criteria are displayed but do not contribute to the total count or overall calculation.
Authored by Garrett Woods