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Kettio scores creative with an SSR (Semantic Similarity Rating) pipeline. An asset is presented to a persona built from the audience you supplied, and the resulting response distribution is converted into a score.

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Repetitions and evaluations

The unit that matters for both accuracy and billing is the scoring evaluation. One scoring evaluation runs three independent repetitions. Each repetition scores a two-model pair, and the three pair scores are averaged. That means a single evaluation makes six generator samples while consuming one ranking credit.
You can see all of this in the response:
Credits are deducted per successful scoring evaluation — not per repetition, not per model call. Three repetitions cost the same as one.

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Score layers

An asset is scored at one of two layers, reported as score_layer:

image-only

The default. The persona sees the creative with no ad copy attached.

full-ad-package

Used when you send copy_context. The persona sees the creative and the words.

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The image-only ablation and copy lift

When you attach copy_context, Kettio does not just score the full package. It also re-scores the same creative with the copy stripped out, then reports the difference. This is why a copy-context asset can cost two evaluations instead of one: the ablation is a second evaluation. If the ablation fails, image_only_score and copy_lift are absent and the asset costs one.
copy_lift is a within-batch, within-audience quantity. A positive lift means the copy helped this creative for this persona in this run. It is not a general claim that the copy is good, and it is not a CTR estimate.

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What a score is not

This is the part worth being precise about, because it determines whether you build something useful or something misleading.
A score of 4.24 does not mean 4.24% of anything, and does not map to a purchase rate.
Scores are calibrated relative to the assets in the submitted batch. Two assets that scored 4.1 in different batches did not necessarily perform equally.
Changing goal or audience changes what is being measured. Hold both fixed for any comparison you intend to act on.
Kettio does not predict CPA, ROAS, or causal lift. It is a prioritization signal for deciding what to test, not a substitute for testing.

Reading confidence

Deciding when a gap between two scores is real.

Limits and billing

How evaluations translate into credits and rate limits.