Foreplay Scores

Measuring Creative Potential with Spend-Agnostic Percentiles

Foreplay Scores are designed to help you identify winning creatives, before investing in scale. Performance is evaluated on a per-dollar-spent basis, and weighed in comparison to the ads you have launched previously.

For example, if an ad has a Click Score of 65, that means it has netted more clicks per dollar spent than 65% of the ads you’ve ran.

By using spend-agnostic measures, ads with $200 spend can be compared to ads with $20k spend on an equal playing-field, helping you identify winners with potential for greater returns on investment before spending big.

What Metrics are used for Computing Foreplay Scores?

With the assumption that all scores are computed on a per-dollar-spent basis, here are the metrics we use to determine where your ad falls relative to all other ads in your Lens brand:

Hook Score (Video Only)

Depends on the ‘Hook Rate’ metric, defined as the percentage of user impressions that viewed at least the first 3 seconds of the video.

Watch Score (Video Only)

Depends on the ‘Thruplay’ metric, defined as the number of times a video was entirely played (if shorter than 15 seconds), or the number of times more than 15 seconds of a video was played.

Click Score

Based on the number of times the ad was clicked.

Convert Score

Depends on the number of conversions attributed to this ad (using a fixed 7-day-click/1-day-view attribution window).

Viral Engagement Score

Depends on the amount of social media engagements on the ad, summing together likes, comments, and shares.

Identify Creative Opportunities

Foreplay Scores offer an intuitive way to identify creative potential at a glance, without having to worry about understanding the specifics of the account. Easily spot winners in your campaigns that outperform the rest.