A new AdPlexity Social metric that ranks creatives by how hard they are working right now, not by how many ads have ever touched them.
A new AdPlexity Social metric that ranks creatives by how hard they are working right now, not by how many ads have ever touched them.
Key takeaways. Creative Score is a new AdPlexity Social metric that ranks every creative by how many duplicates are active right now, how fast new ones are launching, and how long the creative has been running, instead of just counting lifetime duplicates. A creative can carry 50,000 duplicate ads and still be flagged as fading, while a creative with a fraction of that volume but real weekly growth shows up as a Top performer. Every creative group now sits in one of five brackets: Top, High, Medium, Low, or Dormant, and the bracket becomes its own filter and sort option across the platform. The score, the brackets, and the underlying active and new ad counts are also available through the AdPlexity Social API and MCP.
Watch the video here:
The number that stopped meaning anything
Pull up almost any well known winning ad on AdPlexity Social, and you will find a duplicate count in the tens or hundreds of thousands. That number, how many times a creative has been reused across different ads, pages, and domains, has been one of the most useful signals on the platform since day one. It told you, at a glance, that other advertisers had already voted with their budget.
The problem is what happens once a creative crosses into six figures. A brand new winner has to get deployed across tens of thousands of ads before it can even compete with a creative that has been running, and accumulating duplicates, for a year and a half. So the leaderboard calcifies. The same handful of ancient winners sit at the top of "most used creatives" indefinitely, long after some of them have gone quiet, while genuinely hot creatives that are scaling right now stay buried under lifetime volume they simply have not had time to build.
That is the exact gap Creative Score closes.
What Creative Score actually measures
Creative Score is a single number attached to every creative group in AdPlexity Social, shown alongside a percentage change versus the previous seven days. It answers a different question than duplicate count does. Duplicate count answers "how much has this creative ever been used." Creative Score answers "how strong is this creative right now."
To get there, the score weighs how many duplicates of a creative are currently active, how many new ads using that creative have launched in the last seven days, how many duplicates it has accumulated in total, and how long it has been running, then adjusts the result up or down based on whether active ads and new ads are growing or shrinking week over week. A creative that is scaled and still adding new ads scores higher than one that scaled once and has been coasting on the same duplicate count for months. We are not publishing the exact formula. A public methodology is an invitation for advertisers to reverse engineer the scoring and game it, which defeats the point of the metric.
What we will tell you is the intuition, because that is what actually helps you use it: scale, velocity, momentum, and longevity, derived entirely from how advertisers are actually spending, never from likes, shares, or any other engagement signal AdPlexity Social does not and will not track.
Five brackets, one filter
Every creative group falls into one of five Creative Score brackets. They now double as a dedicated filter with a multi-select, so you can pull up nothing but Top creatives in a search, or exclude Dormant ones entirely.
Top: the strongest creatives on the platform. Heavily scaled and actively growing right now. Genuinely rare, so treat these as your first stop.
High: strong performers with a large active footprint or fast recent growth. Proven creatives worth studying closely.
Medium: solid, steady creatives with real but modest activity. Working, but not breaking out.
Low: limited live activity. A few active ads or a recent flicker of movement.
Dormant: little to no live activity right now. Either past their run, or too new to have scaled. New creatives climb out of this bracket as they gain active ads and momentum.
You can also sort any search by Top Creative instead of Most Used Creatives, which reorders results by the score rather than by lifetime duplicate count. The two sorts can produce very different top tens for the same search, and that difference is the whole point.
Same creative, two very different verdicts
Here is a real one. A creative we have referenced before, currently sitting at over 200,000 total duplicates, is still one of the most reused images on the platform. Over the last seven days, it has added 1,900 new ads, a 68 percent increase over the previous week, and it currently has 4,100 active ads, up 32 percent. That is genuinely still a Top creative by our score, sitting around 36. But look closer at the trend, and both the percentage change and the raw score are ticking down. The creative has been running for more than 150 days, and it is starting to lose steam exactly as you would expect. Duplicate count alone would never tell you that. It would keep reporting the same enormous, static number regardless of what the creative is doing this week.
Now compare that to a second creative nearby with a similar historical footprint, somewhere around 51,000 to 55,000 total duplicates. Zero new ads. Zero active ads. Creative Score correctly drops it into the Low bracket. By the old metric, a creative with 51,000 duplicates would still outrank almost everything else in a most used search. By Creative Score, it is a winner from the past, not a winner right now, and the platform tells you that plainly instead of making you notice it yourself.
The gap gets more interesting once you switch the sort itself from Most Used Creatives to Top Creative. A creative with roughly 15,000 total duplicates, a fraction of the 200,000-plus example above, jumps into the ranking because it added 11,200 new ads in the last seven days and now has 13,600 active ads, up 90 percent week over week. Creative Score puts it above far larger creatives by lifetime volume, because velocity and active footprint carry real weight in the score.
Search your own niche, not the biggest one
Sort the whole platform by Top Creative with no other filters and you will mostly see whichever verticals produce the most ad volume in general, aggressive supplement and VSL categories tend to dominate a global list simply because they run more ads. Combine Creative Score with an industry filter and that changes completely. Filter to lead generation and a creative with only 265 total duplicates shows up near the top, its score climbing from 3 to 31 in a single week. Total volume was tiny. Momentum was not. That is what we mean bycreative fatigue working in reverse, a creative waking up instead of dying out, and it is exactly the kind of movement duplicate count cannot see at all.
A few results down in that same filtered view sits a creative with 1,800 total duplicates, 70 new ads and 72 active ads, scoring 27, an auto insurance advertiser that would never crack a global top ten by volume alone but is exactly the kind of signal someone in that space actually needs.
That is really the point of the whole feature. If you already know how tofind winning ad creatives in any niche on AdPlexity Social, Creative Score does not replace that workflow, it sharpens it. Combine the bracket filter with vertical, country, or landing page filters, and you get a ranked list of what is actually working in your specific corner of Meta advertising this week, not a list dominated by whoever has been running ads the longest.
Built for the API and MCP too
Creative Score, the active and new ad counts behind it, and their seven day percentage changes are all available through the AdPlexity Social API and MCP, not just the interface. You can sort a query and sort by top score today. Sorting by active ads and new ads is already available in the API and MCP, ahead of the sorting options in the UI. If you already have Claude or ChatGPT connected to the AdPlexity Social MCP, you can ask it directly for the top creatives in any space based on these metrics and get back a ranked, current answer instead of pulling the data manually.
This follows the same idea behind theAffiliate Offer Dimension launch: the platform's real advantage is not just showing you ads, it is showing you which of them matter this week, and making that judgment programmatically available to whatever tool you already research in.
Try it now
Creative Score is live across Explore, and the bracket filter and Top Creative sort work in every search you already run. Head toadplexity.io and sign up to see it on your own searches, or if you already have an account, open Explore and switch your sort from Most Used Creatives to Top Creative to see the difference for yourself.
Frequently Asked Questions
What is Creative Score on AdPlexity Social?
Creative Score is a single number assigned to every creative group that ranks how strongly it is performing right now. It weighs how many duplicates are currently active, how fast new ones are launching, and how long the creative has been running, then adjusts for the direction those numbers are moving week over week.
How is Creative Score different from duplicate count?
Duplicate count is a lifetime total, how many times a creative has ever been reused across ads. It never goes down, and it rewards age over activity. Creative Score is a live snapshot that can rise or fall week to week, so a creative with a huge lifetime duplicate count but no current activity scores low, while a smaller, faster growing creative can outrank it.
What are the five Creative Score brackets?
Every creative group falls into Top, High, Medium, Low or Dormant. Top is the smallest and rarest bracket, reserved for creatives that are heavily scaled and still gaining active ads and new ads. Dormant covers the large majority of creatives on the platform, either past their run or too new to have scaled yet.
Is the exact Creative Score formula public?
No. We describe how it works in general terms, scale, velocity, momentum, and longevity, but we do not publish the exact weighting. Publishing the formula would let advertisers reverse engineer and game the score, which would make it useless as a signal.
Does Creative Score use likes, comments or shares?
No. AdPlexity Social does not track engagement data or impression tier filters on any ad, and Creative Score is built entirely from advertiser spend behavior, active ad counts, new ad velocity, and how long a creative has been running.
Can I filter by Creative Score and my own vertical at the same time?
Yes. Creative Score combines with every other filter on the platform, including industry, country, landing page, and technology filters, so you can find the Top creatives inside your specific niche rather than a global list dominated by whichever vertical runs the most volume overall.
Is Creative Score available through the API or MCP?
Yes. The score, the active and new ad counts behind it, and their seven day percentage changes are all available through the AdPlexity Social API and MCP today, and you can already sort a query by score, active and new ads.
Do I need a paid plan to see Creative Score?
Creative Score is part of the standard Explore experience on AdPlexity Social. Sign up at adplexity.io to see it applied to your own searches.
Key takeaways. Creative Score is a new AdPlexity Social metric that ranks every creative by how many duplicates are active right now, how fast new ones are launching, and how long the creative has been running, instead of just counting lifetime duplicates. A creative can carry 50,000 duplicate ads and still be flagged as fading, while a creative with a fraction of that volume but real weekly growth shows up as a Top performer. Every creative group now sits in one of five brackets: Top, High, Medium, Low, or Dormant, and the bracket becomes its own filter and sort option across the platform. The score, the brackets, and the underlying active and new ad counts are also available through the AdPlexity Social API and MCP.
Watch the video here:
The number that stopped meaning anything
Pull up almost any well known winning ad on AdPlexity Social, and you will find a duplicate count in the tens or hundreds of thousands. That number, how many times a creative has been reused across different ads, pages, and domains, has been one of the most useful signals on the platform since day one. It told you, at a glance, that other advertisers had already voted with their budget.
The problem is what happens once a creative crosses into six figures. A brand new winner has to get deployed across tens of thousands of ads before it can even compete with a creative that has been running, and accumulating duplicates, for a year and a half. So the leaderboard calcifies. The same handful of ancient winners sit at the top of "most used creatives" indefinitely, long after some of them have gone quiet, while genuinely hot creatives that are scaling right now stay buried under lifetime volume they simply have not had time to build.
That is the exact gap Creative Score closes.
What Creative Score actually measures
Creative Score is a single number attached to every creative group in AdPlexity Social, shown alongside a percentage change versus the previous seven days. It answers a different question than duplicate count does. Duplicate count answers "how much has this creative ever been used." Creative Score answers "how strong is this creative right now."
To get there, the score weighs how many duplicates of a creative are currently active, how many new ads using that creative have launched in the last seven days, how many duplicates it has accumulated in total, and how long it has been running, then adjusts the result up or down based on whether active ads and new ads are growing or shrinking week over week. A creative that is scaled and still adding new ads scores higher than one that scaled once and has been coasting on the same duplicate count for months. We are not publishing the exact formula. A public methodology is an invitation for advertisers to reverse engineer the scoring and game it, which defeats the point of the metric.
What we will tell you is the intuition, because that is what actually helps you use it: scale, velocity, momentum, and longevity, derived entirely from how advertisers are actually spending, never from likes, shares, or any other engagement signal AdPlexity Social does not and will not track.
Five brackets, one filter
Every creative group falls into one of five Creative Score brackets. They now double as a dedicated filter with a multi-select, so you can pull up nothing but Top creatives in a search, or exclude Dormant ones entirely.
Top: the strongest creatives on the platform. Heavily scaled and actively growing right now. Genuinely rare, so treat these as your first stop.
High: strong performers with a large active footprint or fast recent growth. Proven creatives worth studying closely.
Medium: solid, steady creatives with real but modest activity. Working, but not breaking out.
Low: limited live activity. A few active ads or a recent flicker of movement.
Dormant: little to no live activity right now. Either past their run, or too new to have scaled. New creatives climb out of this bracket as they gain active ads and momentum.
You can also sort any search by Top Creative instead of Most Used Creatives, which reorders results by the score rather than by lifetime duplicate count. The two sorts can produce very different top tens for the same search, and that difference is the whole point.
Same creative, two very different verdicts
Here is a real one. A creative we have referenced before, currently sitting at over 200,000 total duplicates, is still one of the most reused images on the platform. Over the last seven days, it has added 1,900 new ads, a 68 percent increase over the previous week, and it currently has 4,100 active ads, up 32 percent. That is genuinely still a Top creative by our score, sitting around 36. But look closer at the trend, and both the percentage change and the raw score are ticking down. The creative has been running for more than 150 days, and it is starting to lose steam exactly as you would expect. Duplicate count alone would never tell you that. It would keep reporting the same enormous, static number regardless of what the creative is doing this week.
Now compare that to a second creative nearby with a similar historical footprint, somewhere around 51,000 to 55,000 total duplicates. Zero new ads. Zero active ads. Creative Score correctly drops it into the Low bracket. By the old metric, a creative with 51,000 duplicates would still outrank almost everything else in a most used search. By Creative Score, it is a winner from the past, not a winner right now, and the platform tells you that plainly instead of making you notice it yourself.
The gap gets more interesting once you switch the sort itself from Most Used Creatives to Top Creative. A creative with roughly 15,000 total duplicates, a fraction of the 200,000-plus example above, jumps into the ranking because it added 11,200 new ads in the last seven days and now has 13,600 active ads, up 90 percent week over week. Creative Score puts it above far larger creatives by lifetime volume, because velocity and active footprint carry real weight in the score.
Search your own niche, not the biggest one
Sort the whole platform by Top Creative with no other filters and you will mostly see whichever verticals produce the most ad volume in general, aggressive supplement and VSL categories tend to dominate a global list simply because they run more ads. Combine Creative Score with an industry filter and that changes completely. Filter to lead generation and a creative with only 265 total duplicates shows up near the top, its score climbing from 3 to 31 in a single week. Total volume was tiny. Momentum was not. That is what we mean bycreative fatigue working in reverse, a creative waking up instead of dying out, and it is exactly the kind of movement duplicate count cannot see at all.
A few results down in that same filtered view sits a creative with 1,800 total duplicates, 70 new ads and 72 active ads, scoring 27, an auto insurance advertiser that would never crack a global top ten by volume alone but is exactly the kind of signal someone in that space actually needs.
That is really the point of the whole feature. If you already know how tofind winning ad creatives in any niche on AdPlexity Social, Creative Score does not replace that workflow, it sharpens it. Combine the bracket filter with vertical, country, or landing page filters, and you get a ranked list of what is actually working in your specific corner of Meta advertising this week, not a list dominated by whoever has been running ads the longest.
Built for the API and MCP too
Creative Score, the active and new ad counts behind it, and their seven day percentage changes are all available through the AdPlexity Social API and MCP, not just the interface. You can sort a query and sort by top score today. Sorting by active ads and new ads is already available in the API and MCP, ahead of the sorting options in the UI. If you already have Claude or ChatGPT connected to the AdPlexity Social MCP, you can ask it directly for the top creatives in any space based on these metrics and get back a ranked, current answer instead of pulling the data manually.
This follows the same idea behind theAffiliate Offer Dimension launch: the platform's real advantage is not just showing you ads, it is showing you which of them matter this week, and making that judgment programmatically available to whatever tool you already research in.
Try it now
Creative Score is live across Explore, and the bracket filter and Top Creative sort work in every search you already run. Head toadplexity.io and sign up to see it on your own searches, or if you already have an account, open Explore and switch your sort from Most Used Creatives to Top Creative to see the difference for yourself.
Frequently Asked Questions
What is Creative Score on AdPlexity Social?
Creative Score is a single number assigned to every creative group that ranks how strongly it is performing right now. It weighs how many duplicates are currently active, how fast new ones are launching, and how long the creative has been running, then adjusts for the direction those numbers are moving week over week.
How is Creative Score different from duplicate count?
Duplicate count is a lifetime total, how many times a creative has ever been reused across ads. It never goes down, and it rewards age over activity. Creative Score is a live snapshot that can rise or fall week to week, so a creative with a huge lifetime duplicate count but no current activity scores low, while a smaller, faster growing creative can outrank it.
What are the five Creative Score brackets?
Every creative group falls into Top, High, Medium, Low or Dormant. Top is the smallest and rarest bracket, reserved for creatives that are heavily scaled and still gaining active ads and new ads. Dormant covers the large majority of creatives on the platform, either past their run or too new to have scaled yet.
Is the exact Creative Score formula public?
No. We describe how it works in general terms, scale, velocity, momentum, and longevity, but we do not publish the exact weighting. Publishing the formula would let advertisers reverse engineer and game the score, which would make it useless as a signal.
Does Creative Score use likes, comments or shares?
No. AdPlexity Social does not track engagement data or impression tier filters on any ad, and Creative Score is built entirely from advertiser spend behavior, active ad counts, new ad velocity, and how long a creative has been running.
Can I filter by Creative Score and my own vertical at the same time?
Yes. Creative Score combines with every other filter on the platform, including industry, country, landing page, and technology filters, so you can find the Top creatives inside your specific niche rather than a global list dominated by whichever vertical runs the most volume overall.
Is Creative Score available through the API or MCP?
Yes. The score, the active and new ad counts behind it, and their seven day percentage changes are all available through the AdPlexity Social API and MCP today, and you can already sort a query by score, active and new ads.
Do I need a paid plan to see Creative Score?
Creative Score is part of the standard Explore experience on AdPlexity Social. Sign up at adplexity.io to see it applied to your own searches.
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