What the 0–100 scale index measures (and what it doesn’t)

On Top Scaled, each advertiser is assigned a score from 0 to 100. It sums up in a single number how much that advertiser appears to be scaling on Meta.

This post explains what goes into that score and how to use it well.

What goes into the score

For advertisers, the score combines six signals taken directly from the Ads Library, each with its own weighting:

• Active ads on the page (about one-third of the score): how many ads the advertiser is running right now.
• Longevity (22%): how long the ads have been running on average. See why this matters.
• Creatives (18%): how many different creatives they’re running.
• Freshness (16%): how many new ads they’ve launched in the last 90 days. Advertisers who keep launching ads keep investing.
• Stores (9%): how many of their own domains the ads send people to.
• Markets (3%): how many countries they advertise in.

Why percentiles, not raw numbers

Ad counts are very unevenly distributed: most advertisers have only a few ads, while a handful have hundreds. If the score used raw numbers, one giant advertiser would dominate the entire ranking and everyone else would be squeezed near zero.

That’s why the score is calculated using percentiles. A score of 90 means that advertiser is ahead of about 90% of others on that criterion. This makes it easier to compare advertisers and spot the ones that are truly outliers.

How to read the score without falling into a trap

1. Compare within the same niche. A score of 70 in a small niche may mean more than a score of 85 in a saturated niche.
2. Look at the profile alongside the score. A champion with a score of 75 is often more interesting than a tester with a score of 85. See advertiser profiles.
3. Be skeptical of one-day spikes. A score that jumps a lot at once may be a batch of new ads that are still being tested. Give it a week.

The score answers “who’s betting bigger right now.” It doesn’t answer “who’s making more profit.” No public data can show that.

What the score doesn’t measure

Margins, cost per sale, daily ad spend, and conversion rate aren’t available in the Ads Library, so they aren’t included in the score. It’s a map of where to look first, not an investment recommendation.

The score is one of four signals; the other three are in scaled offers: how to find the ones standing right now. Today's ranking lives in Top scaled.