All guides, by feature
Compare creatives with Creative Score
Open the Creative Score tab on a client’s report to see each creative scored from 0 to 100 against its peers.
Before you start
- Who can do this
- Anyone at your agency. Clients don’t see Creative Score.
- Where in Orbit
- Sidebar › Workspace › Reports
Steps
Tick a step’s number when it’s done. We’ll remember where you were.
Open the client’s report from Reports › Performance and choose the tab.
Pick a range on this tab. Longer ranges give more creatives to compare.
Check Creatives scored, Average score and Average confidence at the top.
Narrow it with Tier, Confidence, Momentum, Format, Concept or Country.
In Creative detail, search for a creative or campaign, or turn on Group by peer set.
If something goes wrong
Orbit showsNot enough creatives to compare
A peer group needs at least 5 creatives. Choose a longer range, or clear the platform and channel filters.
Orbit showsNo creative-level data yet
Either nothing was delivered in this range, or the client’s platforms don’t report creatives. Try a longer range.
Momentum is left out.
It needs at least 14 days of delivery. Press Switch to 90 days.
Google search ads aren’t scored.
Creatives with no ad name aren’t scored, and most search ads have none.
How it works
Explainer: Creative Score: how creatives are scored
Creative Score rates each creative from 0 to 100 against comparable creatives live in the same range, where 50 is the middle of its peers. It’s for your team only.
| Tier | Score |
|---|---|
| 1. Elite | 80 and above |
| 2. Strong | 65–79 |
| 3. On Par | 45–64 |
| 4. Underperforming | 30–44 |
| 5. Weak | Below 30 |
- CTR, CVR, ROAS, CPM and VCR make up 85% of a score, weighted for the creative’s channel. Impression share is 5% and Momentum is 10%.
- A peer group needs at least 5 creatives to score.
- Momentum needs at least 14 active days and 1,000 impressions in each half of the range. On shorter ranges it’s left out of every score.
- Creatives with no ad name aren’t scored. Most Google search ads have no name to compare on.
- Each score has a confidence: Very High, High, Medium or Low.
- Peers are whoever was live in the range you pick, so changing the range can change a score.