What the scores mean (Attention, Focus, Clarity, Engagement)

Overview

Every processed creative gets five scores, each shown with a Benchmark Score below it. The benchmark is the average for creatives in the same Category and Sub-Category, so read every score against its benchmark rather than in isolation. A score above the benchmark means the creative is doing better than the norm for its category. A score below it points to something worth fixing.

This article explains what each score measures, what a low score usually means, and where to look next.

Decode Score

The overall performance score, from 0 to 100, combining facial coding and eye tracking data. It is benchmarked against 8,000 or more creatives in the same category. Read this first. If it sits above the benchmark, the creative is performing well overall. If it sits below, use the four individual scores to find out which specific area is dragging it down.

Attention

How strongly the creative attracts the eye on first contact. A high Attention score means the creative is effective at stopping a viewer. When comparing versions of a creative, use Attention to identify which one performs best on initial impact.

Focus

Whether the creative directs viewer attention to the elements that matter: the offer, price point, CTA, or logo. Focus is the most actionable score for conversion intent. A low Focus score means viewers are looking at the wrong parts of the creative. Open the Heatmap to see exactly where attention is landing, and the Fogmap to see which elements are being missed entirely.

Clarity

How clearly the core message communicates at a glance. Clarity is influenced by typography, contrast, and information density. A low Clarity score means the message is hard to read or understand quickly. Common causes are low contrast between text and background, too many visual elements competing for attention, or information presented in an unclear order.

Engagement

Whether viewers stay with the creative after their initial attention is captured. Read Engagement alongside Attention. A creative with high Attention but low Engagement is stopping viewers without holding them, which means the message may not be reaching them fully.

Dominant Emotion

Alongside the scores, the results show the strongest emotional response the creative is predicted to produce. Check it against the intended tone of the campaign. If the dominant emotion does not match what the campaign is trying to communicate, the creative may need revision.

What to do next

To see the scores in the context of the full results page, read AI Creative Insights results. To act on a low Focus or Clarity score, read Reading the Heatmap and Reading the Fogmap, then use the Prediction tab for design recommendations.