COGNITIVE LOAD METRIC
CLM (Cognitive Load Metric)
What this means
How hard is it to understand this right now?
Formula
(Visual Complexity + Info Density + Time Pressure) ÷ 3
Inputs
Design elements, Word count, Dwell time window.
Why this matters
The brain filters out what is too hard to read. A high CLM means your ad is overwhelming the viewer and being ignored as visual noise.