Understanding Wizard Scores
Last updated: January 17, 2025
What are Wizard Scores?
When analysing creative performance, it’s easy to feel overwhelmed by the sheer number of performance metrics, ratios and formulas that exist. Not only do you have to pinpoint the most relevant metrics to look at, you then have to asses what constitutes strong or weak performance for each, and unpack what the underlying factors are that are driving that performance.
At MagicBrief, we want to equip every member of the team with the ability to easily digest data to guide discussions about why a creative is performing well or falling short.
That’s why we’ve shipped Wizard scores - a scoring framework to break down how your creative is performing across 4 sequential stages of the customer journey.
Search “Wizard Scores” in your metrics modal to apply them.
Leveraging MagicAI, our algorithm handles the grunt work of analysing and benchmarking a range of performance metrics, to produce an intuitive view of the creative’s real impact. This enables creative teams to understand why a particular asset is resonating - or why it’s not - without needing input from a specialist
How Do Wizard Scores Work?
Your ads are scored on a scale of 1-100 across 4 key areas that correspond with a specific step in the user journey.
Wizard Metric | Description | Key Ingredients | Improving Your Score |
Hook Score* | The ad’s ability to stop a viewer scrolling on the feed. | Hook (first 1-3 secs) | If you have a low hook score, look at your ads with a higher score and try to iterate on those hooks, or use the discover library to get inspiration from the hooks that competitors have been scaling up. |
Hold Score* | The ad’s ability to keep a viewer engaged. | Post hook (4 secs - end) | Re-stitch your content that has a higher hook rate with a different post-hook experience. Experiment with the messaging, call to action, and story. |
Click Score | The ad’s ability to drive viewers to your landing page. | Call to action (Offer, copy, script, text overlays) | This all comes down to making a more compelling sales offer so that viewers feel compelled to go to your site to learn more / purchase. Consider the strength of your offer, and how it’s being delivered through script, overlays and copy. |
Buy Score | The ad’s ability to convert landing page visits into purchases. | Landing page experience, product packaging, checkout flow, average order value | Review anything that could be blocking conversion within the landing page experience (i.e. does the messaging used in your ad align with the landing page). Experiment with bundled offers and upsell opportunities to drive healthier AOV. Consider whether the buyer needs more education and touch points to get over the line. |
*Only applicable to video assets
> 70% (green) signals strong performance in that area.
50% - 70% (yellow) suggests room for improvement, though it’s not critical yet.
< 50% (red) highlights an area that needs immediate attention.
Note: To receive a wizard score, an ad must have more than $50 of spend.