Scoring Guide
How audit scores are calculated across different content types, including weights, penalties, strictness rules, caps, and verdict thresholds.
Every audit starts with five dimension scores.
The platform combines those scores using content-type-specific weights.
It subtracts issue penalties from risky or off-brand findings.
It applies stricter or more forgiving rules depending on content type.
Serious issues can cap the maximum score before the final verdict is assigned.
Then the score is adjusted by score caps, floors, and rounding. For one or two non-severe issues on content with a starting score of 50 or higher, the floor is 65.
On Brand: Strong fit with brand guidance and low risk.
Needs Review: Mostly usable, but a person should review the flagged areas.
Off Brand: High risk or poor brand fit. Rewrite before using.
What This Content Type Cares About
Apply balanced brand standards across tone, approved messaging, restricted language, audience fit, and clarity. Treat the content as general-purpose copy unless the submitted text clearly implies a narrower format.
Dimension Weights
Higher percentages have more influence on the weighted dimension score.
How closely the content matches the brand's voice and tone.
How well the content supports the brand's positioning and approved messages.
Whether the content avoids restricted language, risky claims, and off-policy phrasing.
How well the content fits the intended reader's context, expectations, and level of detail.
How clearly and credibly the content communicates without overstatement.
Issue Strictness
Multipliers adjust the base penalty for this content type.
Score Caps
Caps prevent risky content from receiving a high score even when other parts look good.
Mild style
- What it means
- The wording is close, but the voice or style does not fully match the brand.
- Why it matters
- Small style mismatches can make otherwise accurate content feel inconsistent.
- Usually triggered by
- Overly formal language, casual phrasing, awkward rhythm, or wording that does not fit the brand voice.
Hype phrase
- What it means
- The content uses promotional or exaggerated language that may feel overstated.
- Why it matters
- Hype can reduce trust, especially in formats where readers expect clear proof.
- Usually triggered by
- Phrases like breakthrough, revolutionary, best-in-class, game-changing, or similar unsupported claims.
Banned phrase
- What it means
- The content uses language the brand has restricted or marked as risky.
- Why it matters
- Restricted wording can create compliance, positioning, or trust problems.
- Usually triggered by
- Known banned phrases, risky claims, off-policy terminology, or language the brand explicitly avoids.
Absolute claim
- What it means
- The content makes a claim that sounds certain, universal, or guaranteed.
- Why it matters
- Absolute claims are high risk because they often need strong proof and may overpromise.
- Usually triggered by
- Words like always, never, guaranteed, eliminates, proven for everyone, or claims with no room for context.
Direct contradiction
- What it means
- The content conflicts with approved brand messaging or stated brand rules.
- Why it matters
- Contradictions can mislead readers and weaken the brand's public position.
- Usually triggered by
- Statements that oppose approved positioning, claim unsupported capabilities, or say something the brand guidance rejects.
| Issue type | Low | Medium | High |
|---|---|---|---|
| Mild style | 3 | 5 | 7 |
| Hype phrase | 8 | 12 | 15 |
| Banned phrase | 15 | 20 | 25 |
| Absolute claim | 25 | 32 | 40 |
| Direct contradiction | 25 | 35 | 45 |
Say the content is Ad copy. Its dimension scores combine to 82, but the audit finds a high absolute claim. A high absolute claim has a base penalty of 40. For ad copy, that issue is much stricter, so the penalty is multiplied by 1.45x.
The actual penalty is 40 x 1.45 = 58. The score after penalty is 82 - 58 = 24.
Final score