What are Superads Scores?
Superads Scores give every ad in your account a simple 0–100 rating across five dimensions of creative performance: how well it stops the scroll, holds attention, drives clicks, generates engagement, and converts.
The goal is to make it instantly obvious which ads are working and what they're good at, without having to dig through raw metrics or know the specifics of the account to make sense of the numbers.
A designer, a strategist, a media buyer, and a client can all look at the same report and immediately understand which ad is performing. No context required.
How scores are calculated
Scores are percentile-based, not average-based. This is an important distinction.
A score of 60 doesn't mean your ad performed 60% as well as a benchmark. It means that ad outperformed 60% of your other ads on that dimension. A score of 90 means it's in the top 10% of your account. The comparison is always against your own ads — not against other Superads customers or any external industry standard.
ℹ️ Note: Scores are calculated across all the ads in your connected account. The more ads you have, the more accurate and meaningful the percentile ranking becomes. |
Why percentiles, not averages?
Ad performance data is highly skewed. Most ads cluster toward the lower end, and occasionally one ad breaks out far ahead of the rest. In this kind of distribution, averages get pulled upward by those outliers — so a solid, reliable ad can look mediocre when compared to the mean.
Percentiles avoid this problem entirely. A score of 60 always means the same thing: this ad is better than 60% of your ads on this dimension, regardless of how extreme your top performers are.
💡 Tip: Because of this skew, green starts at 50 — not 70 or 80. An ad scoring above 50 is already outperforming the majority of your creative, and that's genuinely good. |
The five scores at a glance
Score | What it measures | Main underlying metric | Applies to |
Hook Score | How well the ad stops the scroll in its first seconds | Hook rate | Video only |
Hold Score | How well the ad holds viewer attention over its full length | Hold rate | Video only |
Click Score | How effectively the ad drives people to click | CTR | All formats |
Engagement Score | How strongly the ad generates social interaction | Reactions, comments, shares | All formats |
Conversion Score | How effectively the ad drives purchases | Purchases | All formats |
ℹ️ Note: Hook Score and Hold Score are only available for video ads. For image or carousel ads, you will see Click Score, Engagement Score, and Conversion Score. |
Each score in detail
Hook Score
Measures how effective the opening of a video is at grabbing attention and stopping people from scrolling past. Based on hook rate — the proportion of people who saw the ad and continued watching past the first few seconds. A high Hook Score means your thumbnail, opening frame, or first line of copy is doing its job.
Hold Score
Measures how well the ad holds viewer attention throughout its full length, not just the opening. Based on hold rate — how much of the video people watch on average. An ad can have a strong Hook Score (great opening) but a weak Hold Score (drops off quickly), which is a signal that the story or message loses people partway through.
Click Score
Measures how effectively the ad drives people to click. Based on CTR (click-through rate). A high Click Score means the ad's call to action, offer, or creative is compelling enough to make people act. This score applies to all ad formats, not just video.
Engagement Score
Measures how strongly the ad drives social interaction — reactions, comments, and shares. These signals indicate that the content resonated enough for people to take an active step beyond just watching. A high Engagement Score is particularly relevant for brand awareness campaigns or content-driven strategies where community response matters.
Conversion Score
Measures how effectively the ad drives purchases. Based on the number of purchases attributed to the ad. This is the bottom-of-funnel score — it tells you which ads are actually moving the needle on revenue, not just generating attention or clicks.
How to read your scores
Score range | Colour | What it means |
75 – 100 | 🟢 Green | Top-performing — this ad is among the best in your account on this dimension. Strong signal to keep running, scale, or use as a creative reference. |
50 – 74 | 🟢 Green | Above average — outperforming more than half your ads. A solid performer worth maintaining. |
25 – 49 | 🟡 Yellow | Below average — underperforming against most of your ads. Worth reviewing the creative or targeting. |
0 – 24 | 🔴 Red | Low performer — in the bottom quarter of your account on this dimension. Consider pausing or reworking. |
Using scores in practice
Spot what an ad is good at
An ad can score very differently across dimensions. A video might have a Hook Score of 85 (great opener) but a Conversion Score of 20 (doesn't close). That's actionable creative intelligence — the hook is working, but something in the message or offer isn't converting. Try pairing that hook with a stronger CTA or a different offer.
Compare performance across any breakdown
Scores work across every breakdown in Superads: channel breakdowns, custom breakdowns and/or AI tags.
Share with clients and stakeholders
Scores make it easy to present creative performance to people who aren't close to the data. Instead of explaining what a 1.8% CTR means for this particular account in this particular season, you can point to a colour-coded 72 and move on. Everyone understands 0–100.
Identify your next creative brief
Sort any report by Hook Score descending to find your best attention-grabbers. Sort by Conversion Score to find your bottom-of-funnel champions. The gap between the two lists is often where your next brief comes from: what does your best hook look like, and can you pair it with the offer or CTA from your best converter?
Troubleshooting
Scores aren't showing for some ads
Scores require a minimum amount of data to be statistically meaningful. If an ad has very few impressions or has only been running for a short time, its score may not appear yet. This is intentional — a score based on a handful of impressions would be misleading. Keep running the ad and scores will appear as data accumulates.
Hook Score and Hold Score are missing
These scores are only available for video ads. Image ads, carousel ads, and other non-video formats will not have a Hook Score or Hold Score — this is expected behaviour.
Scores changed significantly after launching multiple new ads
Scores are percentile-based across all ads in your connected accounts. If you add multiple new ads with different performance profile, the percentile rankings across all ads will shift. This is expected — the benchmark updates to reflect your full account footprint.