How Olvyen Scores
This page explains what Olvyen evaluates, what it does not evaluate, how a score is produced, and what its limitations are.
1. What Olvyen evaluates
Olvyen evaluates a submitted creative against the following:
- Platform context. The platform the creative is intended for (Meta, TikTok, Amazon, Shopify, Google, LinkedIn, YouTube, or Email), and what a viewer expects on that platform.
- Asset role. What job the creative is doing (a hero image, a feed post, a display banner, and so on).
- Brand context. When a brand profile is provided, the creative is evaluated against that brand's declared positioning, voice, and rules.
- Six scoring dimensions. Hook strength, message clarity, visual hierarchy, CTA strength, platform fit, and brand consistency.
- Creative execution. The actual visual and written execution submitted, not a hypothetical ideal version of it.
- Conversion-readiness signals. Elements associated with whether a creative is ready to be shown to a real audience.
2. What Olvyen does not evaluate
Olvyen does not evaluate, and its score should not be read as a judgment of:
- Audience quality or targeting
- Bid strategy
- Campaign structure
- Offer economics
- Landing-page performance
- Product-market fit
- Media saturation
- Actual return on ad spend
3. How scoring works
Olvyen evaluates each creative three times using fixed settings, reconciles the results, and stores the final judgment. Identical files evaluated under identical conditions return the same result.
A new evaluation is produced only when one of the following changes:
- The file itself
- The platform
- The asset type
- The creative intent declared
- The carousel card role declared
- The brand profile applied
- The methodology version Olvyen is currently using
4. Declaring what a creative is for
A creative is judged against the job it is doing. Two optional declarations
change which standard is applied.
Creative intent is available on every platform and asset type.
- Direct response: the creative is asking for an action. All six
dimensions apply, CTA Strength included. This is the default: leave the
field alone and a creative is scored exactly as it would have been before
this field existed. - Brand awareness: the creative is registering an idea rather than
asking for an action. CTA Strength is excluded from the score entirely,
and a missing call to action is not treated as a defect. Message Clarity
judges whether what is being communicated lands, not whether a headline
is present.
Card role in carousel applies to Carousel Card only, because it describes a
position inside a sequence.
- Opening: carries the hook for the whole carousel. A call to action is
optional here: its absence is not penalised, though a weak one still is. - Supporting: a visual or context card. It is not required to make a
standalone argument, so CTA Strength is excluded and clarity is judged on
what is shown rather than on having a headline. - Closing: closes the sequence and carries the action. CTA Strength is
judged at full expectation.
How exclusion works. When CTA Strength is excluded, it is not scored as
zero and it is not left in with a weight of nothing. Both would drag the
result down dishonestly. It is removed, and the five remaining dimensions
are rescaled proportionally so they still account for the whole score. Each
remaining weight becomes its original weight divided by the total of the
weights that remain. A creative judged this way can still reach 100.
An excluded dimension is not shown on the result. If it did not count, it
is not displayed.
These declarations are recorded with the score, so a stored result always
shows the standard it was actually judged against.
5. Methodology versioning
Every score records the methodology version it was produced under. Historical results never silently change: if the methodology is later updated, past scores keep the version they were originally produced with, and are not retroactively altered.
6. Limitations
Olvyen estimates creative readiness. It does not guarantee campaign performance.