Creative Scoring helps you evaluate how effectively your creative assets align with established Creative Scoring guidelines. Scores can be analyzed in two primary ways: Scoring (Pre-Flight and In-Flight reporting) and Weighted Impression Scoring (In-Flight reporting).
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Scoring evaluates how closely your creative assets align with your scoring guidelines. Each asset is scored based on how many applicable guidelines are meet. Total Guidelines refers specifically to the Total Applicable Guidelines—meaning guidelines are only considered if relevant to the creative format. For example, a sound-related guidelines would not apply to an image asset.
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Scoring is calculated by averaging compliance scores across all evaluated creative assets, equally weighted, without factoring in impression volume:

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 guideline contribute to the final Scoring calculation:

Example:

If you have three assets with compliance scores of 8/10, 9/10, and 7/10:

This Scoring calculation does not weight impressions, setting the stage for weighted Impression Scoring.

Weighted Impression Scoring tells you what share of delivered impressions came from creatives that met their applicable guidelines, after weighting each creative by its own score. It’s not all-or-nothing—each creative contributes proportionally to its score.

​Why the name matters (“Weighted Impressions”)

We weight impressions by each creative’s score to find passing impressions. A creative with a 90% score contributes 90% of its impressions as passing; a creative with 100% contributes all of its impressions as passing.

When to use a weighted score

Use Weighted Impression Scoring to understand how well your guidelines were seen at scale—what audiences actually experienced in-market, as it relates to the rate at which set guidelines are passed.

Note: Optional guidelines are displayed but do not contribute to the total count or overall calculation.

Asset Investment Scoring provides visibility into how media spend is allocated across creative assets based on their adherence to your organization’s scoring guidelines. While Scoring and Weighted Impression Scoring evaluate compliance by asset count or impression volume, Asset Investment Scoring offers a spend-based perspective—highlighting whether your budget is aligned with your highest-scoring creatives.

Each creative asset is first evaluated against relevant guidelines, and then categorized into a High-, Medium-, or Low-scoring tier based on thresholds defined in your organization settings. For example, assets that score 80% or higher against applicable guidelines may be classified as High, while those between 50%–79% fall into Medium, and anything below 50% is considered Low. Only guidelines relevant to the creative type (e.g., video vs. image) are considered.

Once assets are categorized, the report sums the media spend associated with each asset, aggregating totals by scoring tier. This allows you to evaluate what proportion of your budget is being invested in High-scoring creatives versus Medium- or Low-scoring ones, helping identify optimization opportunities for campaign performance and brand adherence.
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How is Asset Investment Scoring Calculated?

Media spend is attributed to each scoring tier based on how individual assets are classified. For example, if two High-scoring assets received $10,000 and $8,000 in spend, the total spend on High-scoring creatives would be $18,000. The same approach is applied for Medium and Low tiers.

Example:

In this case, the report would show $18,000 in spend on High-scoring assets, $9,000 on Medium, and $5,000 on Low—providing a clear summary of creative quality relative to budget distribution.

By aligning spend analysis with scoring tiers, Asset Investment Scoring complements other scoring methodologies and supports more informed decisions about where and how to allocate creative budgets for maximum impact.

Authored by Garrett Woods