Brain-network metrics are product-level signals shown second-by-second through the candidate. They help explain why a score moved, where the ad gained or lost response, and which creative moments deserve review.
These labels are customer-facing summaries, not clinical diagnoses.
Metrics
Attention
Attention summarizes visual and salience-related response. Use it to understand whether the ad is repeatedly pulling the viewer back in.
High attention is useful, but it is not enough on its own. The candidate still needs to look like your brand's winners.
Focus
Focus reflects more deliberate looking. It can rise when the viewer is processing a clear claim, demonstration, product shot, or explanation.
Low focus during a complicated proof point may mean the edit is too fast, too cluttered, or unclear.
Desire
Desire summarizes motivation and emotional pull. It is often important for transformation, payoff, reward, and aspiration moments.
If desire is weak while attention is high, the ad may be noticeable without making the offer feel wanted.
Decision
Decision reflects evaluation and choice-related processing. It is useful around claims, pricing, proof, offers, and CTA moments.
Weak decision response near the CTA may suggest that the next action is unclear or not credible enough.
Self-Relevance
Self-Relevance captures the "is this for me?" response. It is important when the creative needs the viewer to identify with a problem, identity, aspiration, or outcome.
If self-relevance is low, test clearer audience framing or a more specific problem-solution setup.
Body / Motion
Body / Motion reflects action, movement, and embodied response. It can matter in product demonstrations, fitness, beauty transformations, food, apparel, and any ad where movement carries the message.
How to read the chart
Look for changes around specific moments:
- Hook.
- Product reveal.
- Feature explanation.
- Social proof.
- Transformation payoff.
- CTA.
The most useful insight is often the mismatch between the timeline and the metric. A moment that should create desire but only creates attention is a different editing problem from a moment that creates neither.
Use with element scores
Network metrics show response shape. Element scores show whether comparable moments look like winners. Use both.
For example, a CTA can show decent attention but still receive a weak element score if winners produced a stronger decision or self-relevance pattern at their CTA moments.
Interpretation limits
Network metrics are diagnostic. They are not separate pass/fail decisions and should not be used as literal medical readings. Final score, confidence, reference quality, and the narrative should guide the decision.