Potential score
The potential score is the 0 to 100 grade DURUM.ai gives every ad before it is published. It shows in the Queue view of the Creative Library, on every card and in the ad's full detail, together with its explanation.
What the score is, and what it is not
The score is not a prediction of results. It is a running order: among all the ads waiting, which one goes out first. Real performance is measured afterwards by DURUM.ai attribution, and that is what decides.
How it works, in three steps
1. Every ad is analyzed on close to 200 points
When an ad enters the Library it gets a profile, filled from its copy, its visual (an image, or a frame taken from the video) and its transcript. The profile uses the same vocabulary for every ad in the account: 29 fields, close to 200 possible values.
| Family | What the profile records |
|---|---|
| Hook | Hook type, headline style, first line |
| Message | Emotional driver, objection handled, proof element, copy structure, polarity |
| Prospect | Awareness level, market sophistication, formal or informal address, tone |
| Call to action | Button type, wording |
| Visual | Visual family, visual type, face present, gaze, main subject, setting, composition, color temperature, mood, time of day, text on image, brand presence, authenticity, format |
| Context | Angle, copy length, delivery format |
An ad with an incomplete profile (visual without copy, copy without visual) is scored on what is available, and its profile says so.
2. Winning recipes come from your own account
DURUM.ai does not compare your ads to a market average. It extracts recipes from your own winners: the ads in the account that delivered real results, measured by DURUM.ai attribution, on the step chosen for the account (qualified lead, booking, held call or sale).
A recipe is one value of the profile, or a combination of values, that your winners share. Every recipe carries a weight that depends on two things:
- how many winners carry it: a recipe seen on a single winner weighs little, a recipe seen on many weighs a lot;
- how much cost gap it explains: do the winners carrying this recipe cost less, per result, than the account average.
Recipes that play against (the winners carrying them cost more than average) are kept and displayed, but they never add points.
3. The score, and its why
The score measures how close the ad's profile is to the account's winning recipes, weighted by the weight of each recipe. The more heavy recipes an ad stacks, the higher its score. An ad that shares nothing with your winners stays low, even if it is well made.
Every score comes with its explanation, visible in the ad's detail:
| Block | What it shows |
|---|---|
| What the ad shares with your winners | The recipes the ad carries, with the number of winners and the cost gap of each |
| What it is missing | The account's most profitable recipes the ad does not carry |
| What plays against | Recipes carried by the ad whose winners cost more than average |
A reading example
If an account's winners share three heavy recipes, say a direct-question hook, a numbered proof and a face looking at the camera, a waiting ad that carries all three goes out before an ad that carries none. The explanation says exactly which ones, and what the second ad should add to move up.
The score moves with the account
Recipes are extracted from the account's winners at a given time. When the winner base changes (a new ad proves its result, an old one leaves the window), recipes are recomputed and waiting ads are rescored. The order of the queue can change without any ad being edited: that is normal, the account learned something.
An account that does not have its own winners yet is scored on the recipes of other DURUM.ai accounts, with a reduced weight, until it builds its own base.
What the score is used to decide
- Publishing order: the Queue is sorted by score, best ad first.
- The next replacement: when an ad is cut, the next one out is the best score among those that bring something different from what is already live.
- The creative brief: the "what it is missing" block says, recipe by recipe, what the next ads should carry.