KPIs

In short

Foresight turns its predictions into one headline score, the E-Score, built from two pillars: Emotional Engagement and Attention. Valence, Clarity, Focus, Spread and Mental Demand help you understand why a creative scores the way it does.

Foresight predicts how people are likely to feel about your creative and where they are likely to look. It turns those predictions into a small set of scores, most of them on a 0–100 scale. This page shows how the scores fit together; each KPI has its own page with the details.

One headline score, two pillars

The KPIs form a simple tree:

• E-Score: the headline score. It combines the two pillars below, so a high E-Score needs strength on both.
  • Emotional Engagement: how strongly your creative is predicted to move people emotionally, whatever the emotion.
  • Attention: how well your creative is predicted to capture and organise the eye. It combines:
    • Clarity: how concentrated and grouped the predicted attention is. Clarity in turn is built from Focus (how concentrated attention is) and Spread (how close together the main attention points are).
    • Whether the creative's visual complexity sits in a comfortable range.

Two more KPIs are shown alongside as diagnostics. They help you interpret the scores, but they are not added into the E-Score directly:

• Valence: the emotional tone, from negative to positive.
• Mental Demand: how visually complex the creative looks.

Solid boxes feed the E-Score; dashed boxes are diagnostics shown alongside but not added in.

Emotion KPIs and attention KPIs

Family	KPIs	Comes from
Emotion	Emotional Engagement, Valence, the eight emotions	The predicted emotional response to your original creative
Attention	Attention, Clarity, Focus, Spread, Mental Demand	The predicted attention map and the predicted visual complexity of your creative as shown (inside the platform's screen, if you picked one)

This split explains a common observation. When you analyse the same creative with a platform such as TikTok, the attention KPIs can move while the emotion KPIs shift only slightly. Emotion is predicted on your original upload, with only a small, fixed contribution from the platform's interface added, while attention is predicted on the creative as it appears inside the platform's interface. See Clarity and TikTok.

How scores are positioned

Most KPIs are positioned against a large reference set of real creatives, so 50 roughly means "typical". For the composite scores (Attention and the E-Score), the typical value sits somewhat above 50. A creative at 80 scores higher than most of the reference set. Attention scores are compared with creatives of the same media type (see how scores are positioned).

There are three exceptions:

• Valence describes the tone itself on a −100 to +100 scale, not a ranking.
• Mental Demand is best in the middle: 25–75 is the recommended zone.
• The eight emotion values are predicted strengths. They have no benchmark.

For images with a comparison group, you also see a benchmark value for that group next to each score, and the difference between your score and that value. Videos and images framed in a platform screen show no benchmark value. The score colours are fixed bands that do not depend on the benchmark: green for 70 and above, amber for 40–69, red below 40. A typical creative lands in the amber band, not in the green. See Score tiers.

Below 4040–6970+

E-Score colour bands in Foresight: red, amber, green.

Availability: images and videos

Every KPI is available for both images and videos, with the same definitions and scales. Videos also get a timeline and scene-by-scene values. Images also let you measure areas of interest that you draw yourself.

KPI	Image	Video	Notes
E-Score	✓	✓	Headline score. Video: overall and per scene.
Emotional Engagement	✓	✓	Shown as "Emotion" in Metrics and Compare.
Valence	✓	✓	Emotional tone, from -100 to +100. Not part of the E-Score.
Attention	✓	✓	Video: also a curve on the timeline.
Clarity	✓	✓	Video: also a curve on the timeline.
Focus	✓	✓	One of the two parts of Clarity.
Spread	✓	✓	One of the two parts of Clarity.
Mental Demand	✓	✓	Best in the middle. Video: also a curve on the timeline.
The eight emotions	✓	✓	Emotional profile. Video: curves on the timeline.
Areas of interest	✓	No	Areas you draw yourself on an image.

Images and videos are parallel systems. They use the same definitions, but each media type has its own benchmarks, every score is positioned against creatives of the same media type (see how scores are positioned), and a video's score summarises its whole timeline. Compare images with images and videos with videos. See Image vs video benchmarks.

How to read your KPIs

1. Start with the E-Score to triage: which creatives stand out, which need work.
2. Check Emotional Engagement and Attention to see which pillar drives the score.
3. If Attention is the weak side, look at Clarity, Focus, Spread and Mental Demand to see why.
4. If Engagement is the weak side, look at the emotion profile, and read Valence to check the tone matches your objective.

Common pitfalls

• Treating the E-Score as the whole story. Two creatives with the same E-Score can have very different profiles. Always look at the two pillars.
• Expecting a typical creative to be green. Scores are positioned against real creatives, so typical work sits around the middle.
• Comparing an image score with a video score. The two media types have different benchmarks, and every score is positioned only within its own media type.
• Reading high Engagement as "people liked it". Engagement measures intensity, not tone. Check Valence.

All KPI pages

• E-Score
• Emotional Engagement
• Valence
• Attention
• Clarity
• Focus
• Spread
• Mental Demand