# What wins

Borkol measures your own ads from the ad results you import (see [Imports](/docs/marketing/imports)). It shows which ads win on the script page and in **What wins** on **Marketing** → **Overview**, and it tells the AI the same numbers when it writes scripts and scenes.

## Which ads count

An ad counts when it spent at least 20 in the last 90 days, in your ad account's currency. Its days are added up per ad code. When your results use more than one currency, only the currency with the most spend counts.

## When an ad is a winner

- With a **Target ROAS** (**Settings** → **AI pipeline** → **More** → **Instructions and privacy**, see [Marketing settings](/docs/marketing/settings#ai-pipeline)): an ad wins when its ROAS over the 90 days reaches the target.
- Without one: an ad wins when it sells more per spend (purchases divided by spend) than your median ad.

The **success rate** is the share of winners. A group with fewer than 3 ads shows **Too little data** instead of a rate, because 1 of 2 proves nothing.

## What wins on the overview

**Marketing** → **Overview** has a **What wins** box under **Recent runs**:

- **Success rate**: winners among the ads of scripts made in Borkol (ads whose ad code joined a script), with "4 of 6 ads from Borkol scripts are winners" under it.
- **Ads measured**: how many of those ads counted.
- **Suggested length**: the range your top ads run, for example **18-24 s**. It needs at least 2 ads with a video length; with 5 top ads the shortest and the longest are left out.
- **Format**, **Length** (**0-15 s**, **15-30 s**, **30 s+**), **Hook type** and **Angle**: one table per group with **Winners** ("3 of 4") and **Success rate**. Ads without a link to a script still count under **Length**.
- **Top ads**: up to 5 ads with a video length, best first by purchases per spend (ThruPlays per impression decides a tie), with **Length**, **Spend**, **Purchases** and **ROAS**.

Without any ad that counts, the box says **No ad results yet** with **Import ad results** and **How importing works**.

## Results on the script page

The script page's **Results** section shows the summed numbers (see [Results and learning](/docs/marketing/learning#results-on-the-script)) and, under **Per ad**, each ad of the script that counts: **Hook**, **Ad**, **Result** (**Winner** or **Not a winner**), **ROAS**, **Spend** and **Length**. Without results it says **No ad results yet** and when an ad shows up, with the same two buttons.

## Video length

**Length** and **Suggested length** need a video length on your results: add a **Video length** column to the ad results file (`22`, `22s` or `0:22`). See [Imports](/docs/marketing/imports).

## In the brief

When at least one ad counts, the scripts step and the scenes step get a **What sells** section with the same numbers: the success rate, the groups, the top ads and the suggested length. Scenes aim for the suggested length and say why in their target length reason; without enough ads with a length they say so and pick a length that fits the script.