Advanced: how quality scores work
A closer look at what the quality scores measure, why they move, and how fixes stay honest.
What the score is built from
Brand fit looks at how closely the text matches your tone of voice, how well it serves your strategy, whether claims are backed by your proof, and how strong the call to action is. Posts in a campaign get a second score, campaign consistency, which asks whether the post moves that campaign's message, audience and offer forward. For Autopilot, the image must also meet your visual musts: what to show, people, what never to show and how the logo is used. Rules taken from your website's look, such as colour blocks, grids, rounded corners, type and white space, are style hints: new images follow them where they fit the photo, but they never fail an image. To make one of those rules a must, start it with "Must:" in your visual guidelines. When a post names a product that has no photos on the Products tab, the image shows that kind of product in your style instead of a guess at the exact model; add the product with its photos to show the real one.
Why scores move
Scores are measured against your brand inputs. When you sharpen your tone, add proof or make your audience and offer specific, the same post can score differently, because it is compared against a richer picture of your brand.
Honest fixes
"Fix QA findings" never invents credentials to win points. If a claim has no proof behind it, the fix softens or removes it.