Framework taxonomies are a catalog of proven copywriting formulas built into Atria. When you create an ad script, you choose one of these frameworks and Atria structures the entire script around it, so instead of writing from a blank page, you're working with a format that's already been tested and refined in the world of performance advertising.
Available frameworks
Framework | What it means |
AIDA | Attention → Interest → Desire → Action |
PAS | Problem → Agitate → Solution |
BAB | Before → After → Bridge |
FAB | Features → Advantages → Benefits |
4Cs | Clear, Concise, Compelling, Credible |
Each one follows a different narrative logic. AIDA is great for awareness-stage ads. PAS works well when you're leading with a pain point. BAB is effective for transformation stories. The right choice depends on what you're trying to communicate and where the audience is in their journey.
Where frameworks show up in Atria
Script generation When you create a new ad script, you'll be prompted to choose a framework. Atria then generates the copy following that structure — each section of the script maps to a step in the formula.
Creating variations: When you build variations of an existing ad, Atria detects which framework the original uses and applies the same one automatically. This keeps your creative variations consistent with the source ad. If the original doesn't match any framework clearly, the framework section stays hidden.
AI tagging: Theme Frameworks also show up indirectly in how Raya tags your ads. The Theme tag captures the narrative structure of each creative, labels like Problem & Solution, Before & After, Testimonial, or Us vs Them.
These are essentially framework-level classifications that Raya uses to identify patterns across your top-performing ads.
This means if you ask Raya something like "which themes are driving the highest ROAS?", she's using framework logic to answer that question.
Why it matters
Choosing the right framework isn't just a formatting choice — it shapes how your message lands. Atria's taxonomy system makes sure the structure you pick is applied consistently across script generation, variations, and performance analysis, so you can test different approaches and actually track what's working.