Skip to main content

How Do You Determine My Ads' Creative Score?

Find out how Lebesgue evaluates your ad creatives based on multiple metrics like ROAS, conversion rates, and user engagement.

Paula Paić avatar
Written by Paula Paić
Updated over a week ago

The Creative Score is a custom score we calculate to help you understand how well your ad creatives are performing—beyond just surface-level metrics. It ranges from 1 to 10 and is based on a combination of your actual ad performance and a statistical model trained on thousands of ad creatives across our platform.
​


How is it calculated?

We use a mix of qualitative and quantitative factors to determine your score, including:

  • Core performance metrics:

    • Purchases

    • Return on Ad Spend (ROAS)

    • Click-Through Rate (CTR)

    • Conversion Rate

    • Cost per Acquisition (CAC)
      ​

  • Creative-level characteristics:

    • Ad text formatting (e.g. use of emojis, structure, tone)

    • Use of video vs static images

    • Call-to-action visibility and clarity

    • Presence of brand mentions and product focus

    • Whether the ad contains user-generated content or branded imagery

    • Creative type (e.g., product demo, testimonial, lifestyle)
      ​

  • Statistical comparison:

    • We compare your creative's performance to similar ads across our dataset.

    • This includes industry benchmarks, ad format, placement, and even things like whether emojis are present or not.

    • For example, if your ad has a CTR and ROAS much higher than what’s typical for a similar ad structure, the Creative Score will reflect that positively.
      ​

What does the score mean?

  • 9–10: Top-tier creatives. These ads perform significantly above average and are likely to scale well.
    ​

  • 7–8.9: Strong creatives with room to optimize and test variations.
    ​

  • 5–6.9: Average performance. These creatives may work in certain audiences but need improvement.
    ​

  • Below 5: Underperforming ads. These usually suffer from low CTR, weak messaging, or poor alignment with the audience.
    ​


Why it matters

The Creative Score gives you a fast, intuitive way to:

  • Prioritize ad testing by spotting which creatives have the most potential.

  • Diagnose underperforming ads quickly—sometimes it’s not the targeting, it’s the creative.

  • Understand which elements are working across your account and why.
    ​


Need Help?

If you’re unsure how to interpret your Creative Scores or want personalized creative feedback, feel free to reach out:

  • Chat with Us – Use the chat icon in the app or on our website to get support.
    ​

  • Schedule a Call – Book a personalized consultation with our Customer Success team and speak directly with:
    ​

We’re here to help you make every ad dollar count.

Related Articles:

  • Explaining Creative Strategy

  • Explaining Benchmarks & Forecast

  • Explaining Advertising Audit

  • Understanding Conversion Impact Analysis

  • How Do I Set Up My UTM Tags?

Did this answer your question?