Superads scores rate every ad in your account on a 0–100 scale across five dimensions. Here's what each score means and how to use them.
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 obvious at a glance which ads are working and what they're good at, without digging through raw metrics or knowing the ins and outs of the account. 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, and that distinction matters.
A score of 60 doesn't mean your ad performed 60% as well as some benchmark. It means the ad outperformed 60% of your other ads on that dimension. A score of 90 puts it in the top 10% of your account. The comparison is always against your own ads, never against other Superads customers or an external industry standard.
Scores are calculated across all 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. Averages get pulled upward by those outliers, so a solid, reliable ad can look mediocre next to the mean. Percentiles sidestep that problem entirely: a score of 60 always means the same thing, regardless of how extreme your top performers are.
Because of this skew, green starts at 50, not 70 or 80. An ad scoring above 50 is already outperforming most 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 |
Hook score and hold score are only available for video ads. For image or carousel ads, you'll see click score, engagement score and conversion score.
Each score in detail
Hook score. Measures how effectively a video's opening captures attention and prevents viewers from scrolling past. This score is based on hook rate: the percentage of viewers who continue watching past the first few seconds. A high hook score indicates that the thumbnail, opening frame or first line of copy performs well.
Hold score. Measures how well the ad retains viewer attention across its full length. This score is based on hold rate: the average percentage of the video that viewers watch. An ad can have a high hook score and a low hold score. This combination indicates that the story or message loses viewers partway through.
Click score. Measures how effectively the ad drives clicks. This score is based on CTR. A high click score indicates that the ad's call to action, offer or creative motivates viewers to act. This score applies to all ad formats.
Engagement score. Measures how strongly the ad generates social interaction, including reactions, comments and shares. These signals indicate that viewers found the content compelling enough to take an action beyond viewing it. This score is most relevant for brand awareness campaigns and content-driven strategies.
Conversion score. Measures how effectively the ad drives purchases, based on the number of purchases attributed to the ad. Use this score to identify which ads generate revenue, rather than only attention or clicks.
How to read your scores
Score range | Color | What it means |
75–100 | Green | Top-performing. This ad ranks among the best in the account on this dimension. Continue running it, scale it or use it as a creative reference. |
50–74 | Green | Above average. This ad outperforms more than half the ads in the account. Maintain this ad. |
25–49 | Yellow | Below average. This ad underperforms compared to most ads in the account. Review the creative or targeting. |
0–24 | Red | Low performer. This ad ranks in the bottom quarter of the account on this dimension. Pause or rework this ad. |
Use scores in practice
Identify what an ad does well
An ad's scores can vary significantly across dimensions. For example, a video might have a hook score of 85 and a conversion score of 20. This combination indicates that the hook is effective but the message or offer isn't converting. Pair the hook with a different call to action or offer to improve conversion.
Compare performance across breakdowns
Scores apply to every breakdown in Superads, including channel breakdowns, custom breakdowns and AI tags.
Share results with clients and stakeholders
Use scores to present creative performance to stakeholders without requiring them to interpret raw metrics. For example, present a color-coded score of 72 instead of explaining what a 1.8% CTR means for the account.
Identify your next creative brief
Sort a report by hook score in descending order to identify top attention-grabbing ads. Sort by conversion score to identify top-converting ads. Compare both lists to identify which hooks pair well with which offers or calls to action for future briefs.
Troubleshooting
Scores don't appear for some ads
Scores require a minimum amount of data to produce a statistically meaningful result. If an ad has few impressions or has run for a short time, its score might not appear yet. Continue running the ad. The score appears after Superads collects sufficient data.
Hook score and hold score don't appear
These scores apply only to video ads. Image ads, carousel ads and other non-video formats don't display a hook score or hold score.
Scores change significantly after you launch multiple new ads
Superads calculates scores as percentiles across all ads in the connected account. When you add multiple ads with different performance profiles, the percentile rankings for all ads shift to reflect the updated account data.
Still need help? Chat with us using the icon in the bottom-right corner of your Superads account.