Interpreting Wreltik Scores: What 'Good' Looks Like Across Dimensions
Wreltik gives you scores across six cognitive dimensions. Here's what those numbers mean, what ranges to expect, and how to read them in context.
Interpreting Wreltik Scores: What "Good" Looks Like Across Dimensions
Wreltik analyzes your video across six cognitive dimensions. Each dimension gets a score from 0 to 100. The scores are predictions based on neuroscience models, not guarantees. They're most useful as relative comparisons — is this video stronger than your last one? Which parts underperform? — rather than as absolute grades.
The six dimensions
Visual Attention — How effectively the visual elements capture and hold attention. Scores above 70 typically indicate strong visual engagement. Below 40, the creative may struggle to stand out in-feed.
Emotional Resonance — The predicted emotional intensity of the viewing experience, independent of whether the emotion is positive or negative. A score of 50–70 is normal for most content. Above 80 is uncommon and usually corresponds to content with strong personal or narrative stakes.
Reward Response — How satisfying the content feels to watch. This is tied to anticipation and resolution. Content that sets up a question and answers it cleanly tends to score higher here. Scores in the 40–60 range are typical. Consistently low scores suggest the content may feel flat or unresolved.
Attention Sustainment — How well the content keeps attention once it's been captured. This is about pacing, variation, and structure rather than the initial hook. Scores below 35 often correlate with a mid-video retention drop.
Memory Encoding — The predicted likelihood that key moments in the video will be remembered. Brand presence and emotional peaks drive this score. Most ads score 30–60. A score above 70 suggests strong memorability — but check whether what's being remembered is the brand or just the creative.
Cognitive Load — How mentally demanding the content is to process. This is an inverted scale: lower is better for most video, though higher can be appropriate for complex B2B or technical content. Scores above 60 typically indicate the creative is asking the viewer to work too hard, which can drive scrolls.
Interpreting scores in context
A single score in isolation doesn't tell you much. What matters is the pattern.
High attention, low memory — The video is engaging in the moment but not sticky. Brand and message aren't landing at emotional peaks. Move key branding to moments of high engagement.
High emotion, low attention — The emotional content is there, but the first few seconds aren't signaling it effectively. The hook may need to hint at the emotional payoff sooner.
High cognitive load, low everything else — The creative is too dense. Simplify the visual, reduce on-screen text, slow the pacing.
Low reward response, high attention — Viewers are watching but not feeling satisfied. The content may promise more than it delivers, or the payoff comes too late.
Comparing across videos
Wreltik is most useful for comparing multiple versions of a video — different hooks, different edits, different CTAs. A 5-point difference on a single dimension between two versions may not be meaningful. A 15-point difference on multiple dimensions probably is.
When you test, test one change at a time. Change the hook and keep the body the same. Change the CTA and keep everything else. Otherwise you can't attribute the score changes to what you changed.
What the scores won't tell you
Wreltik doesn't measure brand safety, cultural sensitivity, or whether your targeting is right. The scores predict cognitive response to the creative itself — not market fit, not media efficiency, not whether the product is any good. Those things matter too. They're just not what this tool measures.