When you launch a piece of creative you want to know one thing: will it perform in the real world?
The Creative Impact Score is our single headline metric that sums this up, predicting creative performance in the real world. It combines the three elements that drive real outcomes.
What the Creative Impact Score Measures
Great creative does three jobs:
It gets noticed.
It makes people feel something
It will be remembered — the brand and message is stored in your memory.
The Creative Impact Score captures all three as a single, intuitive percentage out of 100. One number, built from three distinct cognitive dimensions.
How the Score is Calculated ⚖️
But because these three cognitive systems each work differently - and influence one another in nuanced ways - the score needs more than a simple equal 1/3 blend.
You wouldn’t combine taste, size, and smell using equal weights. They influence each other, but they’re fundamentally different. Same with Attention, Memory, and Emotion.
Step 1: Build “Effectiveness” from Memory + Emotion
Memory shows whether the creative will be remembered (brand linkage, message takeout). Emotion shows whether it evokes an emotional reaction (people feel something meaningful, in the right direction).
We treat these as equally important: the best creative makes you feel and is memorable.
Step 2: Use Attention as the “Impact Multiplier”
We use the Attention Score as a multiplying factor on effectiveness. Even the most emotional and memorable creative can’t drive impact if it doesn’t get noticed.
Attention therefore scales the effectiveness score:
High effectiveness + high attention → big impact
High effectiveness + low attention → muted impact
High attention + low effectiveness → noticed, but forgettable
This mirrors real‑world media performance: attention is the gateway; memory + emotion convert attention into long‑term effect.
Step 3: Creative Impact Score Scale
Always shown as a percentage out of 100.
Capped at 100% so it’s intuitive and comparable.
In Summary
The Creative Impact Score captures the creative’s ability to win attention and convert it into lasting brand effect, resulting in real world performance.
To calculate it we combine Memory and Emotion scores to measure how effective the creative is, then we scale the effectiveness score by how much attention it gets - giving one clear score of total impact.
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