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 |