The score represents the predicted percentile of the asset’s performance relative to the click-through rate (CTR) of similar ads. For example, a score of 85 means we predict the ad will achieve a higher CTR than 85% of ads in its category.
The current version of the score is based on click-through rate (CTR) and focuses on predicting how likely an audience is to respond to an ad by taking an explicit action, such as a click.
Why you might see “Insufficient data”
Insufficient data appears when there is not enough historical ad performance data to generate a reliable Media Performance Score.
To activate the score, your connected ad accounts need to contain around two hundred to three hundred valid ads. Ads are deduplicated as part of the process, so the exact number required can vary.
If your workspace does not meet this threshold, the score is hidden to avoid showing predictions that may be inaccurate or misleading.
Why there is a minimum data requirement
Prediction quality depends on having enough comparable ads to learn from.
The Media Performance Score works by analysing ads that are visually and contextually similar to yours, then learning from their real-world performance. When there is too little data, the model cannot make confident predictions.
Earlier versions of the score could appear even with limited data, but those results were less reliable. The current approach prioritises accuracy and trust, even if that means fewer scores are shown.
How to enable the Media Performance Score
If you are seeing “Insufficient data”, you can increase the likelihood of activating the score by:
Connecting more ad accounts to your workspace
Running campaigns for longer, so more performance data is collected
Ensuring enough valid ads are available after deduplication
Larger or enterprise workspaces may need to connect multiple ad accounts to reach the required threshold.
Can I turn the score off?
Yes. If your workspace is unlikely to reach the required data threshold, you can disable the Media Performance Score from your settings.
What’s coming next
The Media Performance Score will continue to evolve as we expand its capabilities. Upcoming improvements include:
More performance metrics, beyond click-through rate
Support for additional channels, beyond those currently available
Improved confidence and explainability, so it is easier to understand and trust each score