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Each content asset in WisePilot receives an optimization score — a weighted composite (0–100) that reflects how well it’s performing against your defined objectives. Scores update automatically every night after the daily performance rollup completes — typically by early morning UTC. See Automation & Data Freshness for the full schedule.

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How Scores Are Calculated

The score for any asset is: Score = (Weighted Metric Sum) × Confidence Multiplier Where:
  • Weighted Metric Sum — Each metric is normalized and multiplied by its configured weight
  • Confidence Multiplier — A factor (0.0–1.0) based on data quality, applied to reduce scores when data is unreliable
A score of 75 on high confidence means “this asset is genuinely performing well.” A score of 75 on low confidence means “early signals look good, but we need more data to be sure.”

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Optimization Objectives

You can configure scoring rules for different optimization objectives. Each objective uses different metrics and weights:

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Example: Configuring a “Conversion” Objective

A conversion-focused scoring rule might use these weights: This gives highest weight to actual conversions, moderate weight to CTA engagement, and low weight to traffic metrics.

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Example: Configuring a “Visibility” Objective

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Confidence Tiers

Not all scores are equally reliable. WisePilot assigns a confidence tier based on three data quality factors: What each factor means:
  • Join coverage — What % of events in the pipeline are successfully attributed? Low coverage means you’re missing data. See Data Quality.
  • Freshness — How recently was data last collected? Stale data means the score may not reflect current reality.
  • Sample size — How many events does this score draw from? Small samples are statistically unreliable.
Low-confidence scores are visually flagged in the UI with a red badge. Don’t make optimization decisions based on low-confidence data — wait for more events to accumulate or fix the data quality issue first.

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Configuring Scoring Rules

  1. Go to Settings → Optimization → Scoring Rules
  2. Click Create Rule or edit an existing one
  3. Select the objective (Visibility, Engagement, Offer Attention, or Conversion)
  4. Set metric weights — use the sliders or enter values directly. They must sum to 1.0.
  5. Set priority thresholds:
    • High performer — Score above this threshold is flagged green (e.g., > 70)
    • Low performer — Score below this threshold is flagged red (e.g., < 30)
  6. Save the rule
You can have multiple scoring rules active. Each asset shows its score for every active objective. Scores are saved as daily snapshots, enabling trend analysis:
  • Score trend chart — See how an asset’s score changes over time
  • Portfolio dashboard — Aggregate score distribution across all assets
  • Delta column — In the asset list, see the score change since last snapshot (↑ or ↓)
A steadily improving score indicates your content and optimization efforts are working. A declining score warrants investigation — check Data Quality first, then Revision Impact.
Scores reflect yesterday’s data. If you published content today, expect meaningful scores to appear in 24–48 hours once enough events accumulate. See Automation & Data Freshness for details on data timing.