How is this different from traditional ad reporting platforms?
Most reporting platforms focus on surface-level metrics like revenue and ROAS. OptalX goes deeper—quantifying both direct-response performance and long-term brand equity for each individual piece of creative. It delivers a full-funnel view of creative impact, helping you understand what’s working, why, and where to optimize next.
What kinds of creative formats can be measured?
OptalX supports almost all creative formats across major marketing channels. This includes assets from:
Paid search
Paid social
Programmatic display
Programmatic online video
Programmatic CTV
Programmatic audio
Terrestrial radio
Linear TV
Can I choose which metrics go into my reports?
Yes. OptalX is fully customizable—allowing you to select the performance and brand equity metrics that matter most to your goals. Whether you’re focused on ROAS, brand lift, conversion rate, or all of the above, your reports will reflect the KPIs that define success for your business or clients.
How often are reports delivered?
Reports can be delivered as often as weekly, providing a fresh, presentation-ready view of your creative performance and brand equity impact. Cadence is fully customizable based on your needs—whether weekly, bi-weekly, or monthly—though reporting frequency may affect pricing.
How does the creative scoring system work?
OptalX allows you to build a custom scoring model using over 50 creative performance and brand metrics. You choose the KPIs that matter most—like ROAS, click-through rate, branded search lift, or long-term conversion lift—and OptalX weights and visualizes them in a single, easy-to-read score. This gives you a clear, objective view of which creatives are driving the most value.
How accurate is Intermix Modeling compared to traditional analytics?
Intermix Modeling™ is built specifically for measuring ad creative impact, and in most practical use cases, it’s more accurate than traditional models. It incorporates granular signals—like audience targeting, platform engagement, trending search volume, and creative variation—that standard reporting tools often miss.
While highly effective for typical performance and brand equity tracking, IMM may be less precise when forecasting extreme outliers or brand-specific anomalies. For example, if your brand behaves very differently from industry norms during seasonal peaks, a custom adjustment may be needed for optimal accuracy.
