Framework scoring

What it is

Most ad audits pick one framework and call it done. AdRevila runs the full stack: Schwartz awareness and sophistication, Hormozi's value equation, Cialdini's 7 principles, AIDA, PAS, and Whitman's Life Force 8. Each produces a discrete score. Then the report shows you which mental model the ad is actually leaning on — and where the gaps are.

The insight isn't that any single framework is right. It's that real ads combine frameworks whether the creative team intended them to or not. Knowing which ones are firing (and which are absent) turns "the ad is weak" into a specific diagnosis with a specific fix.

How AdRevila scores it

You paste a Meta or TikTok Ad Library URL. One Gemini call watches the full video. The model scores each framework simultaneously:

Schwartz awareness + sophistication — which of the 5 stages the ad targets, and how hard it has to work to cut through category noise. A Solution-Aware ad in a crowded supplement category (creatine, collagen, electrolytes) needs a sharper unique mechanism than the same stage in a low-competition category.

Hormozi value equation — four lever scores (Dream Outcome, Perceived Likelihood, Time Delay, Effort) each tagged high / medium / low with a one-sentence citation from the ad. Most DTC ads push one lever; a 3-of-4 stack is what separates long-running controls from spend-tested flops.

Cialdini's 7 principles — which principles are present (social proof, authority, scarcity, reciprocity, liking, commitment, unity) and which are missing given the stage. A Product-Aware ad with no social proof is leaving a closing lever unpulled.

AIDA and PAS — whether the ad follows a coherent narrative arc. AIDA (Attention → Interest → Desire → Action) is the default for Solution-Aware cold prospecting. PAS (Problem → Agitation → Solution) is the default for Problem-Aware traffic. Running PAS on Solution-Aware traffic bores the viewer; running AIDA on Problem-Aware traffic skips the agitation that builds urgency.

Whitman's Life Force 8 — which primal desires the ad anchors to (survival, enjoyment of food and drink, freedom from fear, sexual companionship, comfortable living conditions, superiority, protection of loved ones, social approval). LF8 explains why two ads with similar claims convert at different rates: one is speaking to a primal drive, the other is describing a feature.

How to read it

The report lays out each framework's score as a discrete block. Read it in two passes.

First pass: what's the ad leaning on? Look at which frameworks score high. A Hims ED ad stacks Dream Outcome (high), Perceived Likelihood (high via doctor credentials), Cialdini authority, and Life Force 8 sexual desire and social approval in sequence. That's a five-framework stack, which is why the creative runs for 18 months. An Olipop ad leans heavily on LF8 enjoyment and social approval, plus a Cialdini social-proof hook — fewer levers, but the right ones for a Solution-Aware buyer who already wants a better soda.

Second pass: what's missing? A framework that scores low when it should be active is the ad's structural gap. An AG1 ad with high Dream Outcome and high Perceived Likelihood but no Time Delay work (the drink takes weeks to feel different) has a denominator problem. The report names that lever, cites the gap, and suggests the single change that would raise the score.

The letter grade from the grading rubric rolls up these scores weighted by the ad's detected stage and placement. A B-grade ad with one weak lever is usually one specific brief change from an A.

Why it matters

Single-framework audits produce single-framework fixes. A Schwartz-only audit tells you the stage is wrong but not what to do with the offer. A Hormozi-only audit tells you Time Delay is weak but not which narrative arc to use. Running the full stack shows you where the ad is already doing invisible work — and where it's leaving leverage behind.

The most common finding is that an ad is well-executed on one or two frameworks and completely silent on the rest. Liquid IV's best-performing ads combine a strong Dream Outcome lever, Cialdini social proof in the first four seconds, and a clear Life Force 8 survival and comfort anchor. The creative team may not have named it that way, but the report shows it plainly. Knowing that, a media buyer can brief the next iteration to preserve those strengths while adding a Perceived Likelihood signal that was missing.

Framework scoring is how you turn "the ad performs well" into a repeatable brief — and "the ad underperforms" into a one-line diagnosis.