E-Score
The E-Score is a synthesis used as the headline KPI. It combines Emotional Engagement (how strongly your creative moves people) and Attention (how well it captures and organises the eye), so a high E-Score needs strength on both. Emotional tone (Valence) is not part of it.
What it measures
The E-Score is Foresight's headline score. It summarises in one number how likely your creative is to move people emotionally and to capture their eye.
It is both a synthesis and the main KPI. It is a synthesis because it measures nothing beyond its two components. It is the main KPI because it is the score Foresight uses for lists, sorting, Compare and reports. Use it to rank and triage. Use its components to understand a result and decide what to change.
What feeds it
The E-Score is built from two pillars:
- Emotional Engagement: how strongly your creative is predicted to activate an emotional response, whatever the emotion.
- Attention: how well your creative's layout is predicted to capture and organise the eye. This includes whether its visual complexity sits at a comfortable level.
Two KPIs are not inputs:
- Valence (emotional tone) is not part of the E-Score.
- The Mental Demand number you see is not used directly. Attention has its own complexity ingredient, which reflects whether visual complexity sits in a comfortable range.
How it's built
The E-Score combines Emotional Engagement and Attention, so a high E-Score needs strength on both. Foresight doesn't publish the exact weighting; both parts matter. In practice:
- A high E-Score usually needs both pillars to be solid.
- A very strong pillar cannot fully hide a weak one.
Clarity is only one of the things the E-Score is built from. This is why a large swing in Clarity, for example after you choose a platform, usually shows up as a smaller change in the E-Score.
Scale and direction
Combines predicted emotional engagement and predicted attention quality into one headline score.
The E-Score is shown as a whole number. Colour bands on that number:
- Green: 70 and above
- Amber: 40–69
- Red: below 40
On the video scene timeline, the same bands are labelled Good / Medium / Low.
The bands are fixed. They do not depend on the benchmark you select. The two pillars are positioned against real creatives, so an average creative lands in the amber band, not in the green. Amber does not mean "below average".
For an image with a comparison group, you also see the benchmark E-Score of that group next to the E-Score, and the difference between the two. Videos and platform-framed images show no benchmark value. See How scores are positioned.
Image vs video
The E-Score is built the same way for images and videos. For a video you get:
- an overall E-Score for the whole video,
- an E-Score per scene, shown as the scene colour (Good / Medium / Low).
Image and video E-Scores are not directly comparable: they use different benchmarks, and every score is positioned against creatives of the same media type (see how scores are positioned). Compare images with images and videos with videos.
Platforms
Choosing a platform (for example TikTok) can change the E-Score mostly through Attention. Attention is predicted on your creative inside the platform's screen. Emotional Engagement is predicted on your original upload, and the platform adds only a small, fixed contribution from its own interface, so it shifts slightly at most. With a platform selected, no benchmark value is shown. See What changes when you pick a platform.