We have created two parameters ad-strength and ad-gravity to define the performance of any given ad.
Here are the primary differences between the two quantities
|Ad-Strength ()||Ad-Gravity ()|
|Measures the performance of an ad over its entire lifetime||Measures the performance of an ad in recent few weeks|
|Higher value means better||Higher value means better|
|This quantity can only increase with time||This quantity can increase or decrease depending on the ad's recent performance|
|A value of zero (0) means that the ad had no traction. A value less than 10 means that ad had very little traction||A value of zero (0) means that ad never had any traction in its lifetime. A value of one (1) means that the ad had traction in the past. A value > 1 means the ad has traction currently|
|Bottomline: If you want to know the performance of an ad over long time period, use this quantity||Bottomline: If you want to know if the ad is performing well recently use this quantity|