Score the ad before you buy the media
Upload an ad and get a score out of 100, the reasons behind it, and the five changes that will move it most, before any budget is spent.
Three steps
Upload the ad
An image, a PDF or a video, up to 30 MB. Images can be PNG, JPG, GIF, WEBP or BMP, and multi-page PDFs are scored page by page.
Pick the objective
The weighting follows it. A conversion ad is judged more on attention and the call to action. A brand ad is judged more on memorability.
Fix, then rescore
Work through the top changes and check the new version before it goes live.
Most analyses take a couple of minutes.
What the report shows
Every report has the same parts. Here they are for one of our own ads.
Attention heatmap
Overall score: 80 out of 100, rated Good
Score
Recommendations
- Enhance the visual prominence and contrast of the headline text to ensure it captures focus before viewers look down at the mockups. …
- Increase the visual presence of the brand signifier so brand awareness objectives are met directly from the first slide. …
- Strengthen the carousel navigation cues to encourage users to swipe through the remaining slides. …
All six heatmap views
The six views for another of our slides, ‘Drag in the ad’, which scored 57, rated Average.
A score out of 100
One number per asset, built from 200+ attributes in 10 categories.
The reasoning
Each attribute comes with an explanation and, where it applies, a recommendation.
The five changes that matter most
The summary lists them first. You can sort every recommendation by importance.
Eye-tracking heatmaps
Six maps (Attention, Fog Map, AOI, Cognitive Demand, Clarity Map and Engagement Map) show what people are likely to look at first, where they look next, and which areas they are likely to miss.
Headline analysis
The headline gets its own score and a radar chart. It is checked for attention, clarity, urgency and relevance, originality and memorability, cohesion with the visual, and personalisation. You also get example rewrites.
Copy, storytelling and emotion
The report scores the narrative and emotional resonance of the asset and how persuasive it is likely to be.
Cultural sensitivity
The report flags elements that may land badly with your target audience.
Working with the results
A report is where the work starts. Once an asset is scored, you can test your fixes, compare versions and keep every project in order.
Where the scores come from
Every asset is scored against 200+ attributes in 10 categories. Each attribute is based on marketing and behavioural science research.
What the attributes cover
They run from the headline and copy to the visuals, the emotion and the eye tracking. The overall analysis rates qualities such as attention, clarity, memorability, relevance and urgency.
Where the eye is likely to go
The Eyetracking view scores Attention, Cognitive Demand, Clarity and Engagement. It shows what people are likely to see first and what they are likely to miss.
Behavioural science principles
The Behavioural Science table checks the asset against principles such as anchoring, authority and the bandwagon effect. Each one is marked None, Some or A Lot, with a note on how the ad could use it.
Weighted for your objective
The same attributes count for different amounts depending on what the ad is for. A conversion ad is judged more on attention and the call to action. A brand ad is judged more on memorability.
Reasoning you can check
Every score comes with the reasoning behind it, so you can see why the asset scored as it did. Your team can weigh each point for itself rather than take a number on trust.
A high score means the asset follows patterns that research links to stronger results.
Score your next ad before it goes live
Get a score out of 100, the reasons behind it and the five changes that will move it most. Start free with 10 credits a month. No card required.