Reading Reports
Ad Angles & Scoring
How Mavrtr generates, scores, and ranks the 5 ad angles in every report.
Every report contains exactly 5 ad angles. Each angle is a complete creative brief — not a headline prompt, but a fully formed argument for why this avatar should buy, structured into a specific copywriting framework.
What each angle contains
| Field | Description |
|---|---|
| Name | Short, memorable label (e.g. "The 3am Problem") |
| Framework | The copywriting structure: PAS, AIDA, Before-After-Bridge, Story, Contrarian, or Founder Voice |
| Hook | The exact first-3-second line. ≤14 words. This is what stops the scroll. |
| Primary text | 40-80 words of ad body copy in customer voice |
| CTA | Short call-to-action line |
| Target avatar | Which customer type this angle is written for |
| Score | 1-10 confidence score |
| Rationale | Why the model believes this angle will win, tied to a specific pain or desire from the research |
What the confidence score means
The score (1-10) represents the model's estimate of how likely this angle is to outperform the others, based on:
- How strongly the hook connects to the avatar's highest-severity pain
- How much research signal supports the premise (more verbatim evidence = higher score)
- How specific vs generic the angle is
- Whether the framework matches the avatar's awareness stage
A score of 8-10 means "high confidence — test this first." A score of 5-7 means "solid but not the clearest signal." A score of 1-4 means "weaker signal — test last or skip."
Copywriting frameworks used
| Framework | Structure | Best for |
|---|---|---|
| PAS | Problem → Agitate → Solve | Problem-aware audiences |
| AIDA | Attention → Interest → Desire → Action | Broad cold audiences |
| Before-After-Bridge | Before state → After state → How to get there | Solution-aware audiences |
| Story | Narrative arc with a transformation | Warm audiences, retargeting |
| Contrarian | Challenge a widespread belief | Most-aware audiences who've seen everything |
| Founder Voice | First-person brand story or origin | Trust-building, DTC brand awareness |
How to use angles in your workflow
- Sort by score descending — your testing order.
- Match the angle's target avatar to your ad set audience before launching.
- Use the hook verbatim as your first line (video script or static headline).
- Use the primary text as your Facebook ad text or script body — edit for tone, don't rewrite the structure.
- Once an angle wins, remix it to generate variations.
The ad strength score on the dashboard
The "Ad Strength" badge visible on the dashboard and reports list is the average of all 5 angle scores. It gives you a quick read on how strong the overall creative brief is before you open the full report.