Reading your Brand Lift results by exposure frequency

Exposure frequency lets you analyze your Brand Lift results according to how many times respondents were exposed to your campaign.

It can help you understand:

• after how many exposures campaign impact becomes stronger

• whether additional exposures continue to improve results

• whether performance starts to plateau or decline at higher frequencies

Frequency is calculated from your campaign's delivery data and linked individually to each respondent.

To understand how this matching works and the reliability rules applied to the data, see How we link survey respondents to your campaign delivery.

Availability

Exposure frequency is:

• available post-campaign only

• available for campaigns measured with a retargeting pixel

The view does not appear while your campaign is running in in-flight mode.

Where can I find it?

In your Brand Lift, go to the Delivery data tab, you'll see the Exposure frequency graph.

The Score by KPI chart compares the performance of each frequency group with the campaign's overall KPI score.

For each group:

• the bar shows its difference from the Overall score

• the Diff. value gives you the exact difference

• a significance indicator helps you identify differences that are statistically meaningful

You can also export the data using the Download button.

How are exposure frequency groups created?

Frequency groups are not predefined. Instead, they are built dynamically for each campaign according to the distribution of respondents and their number of exposures.

For example, one campaign could display:

1–2 exposures | 3–6 exposures | 7–100 exposures

while another campaign may show different brackets.

We create the most granular groups possible while ensuring that every displayed group contains at least 50 exposed ad recallers. This means campaigns with a broad range of exposure frequencies may have more detailed brackets, while campaigns where most respondents were exposed a similar number of times may have fewer groups.

How should I read the results?

The KPI scores within each frequency group are calculated using the same methodology as the overall results of your Brand Lift study.

For Impact KPIs, results are expressed as uplift: the difference between ad recall respondents and the control group.

For Creative Diagnosis KPIs, results are expressed as an absolute score among ad recall respondents.

In the chart, each frequency group's result is compared with the overall KPI score:

• A bar above the Overall line means that this frequency group performed above the campaign average.

• A bar below the Overall line means that it performed below the campaign average.

The Diff. value shows the exact size of this difference.

Pay attention to significance

A significance indicator is available for each group so you can tell statistically solid gaps apart from sample variation. Focus your reading on the gaps flagged as significant. This view helps you identify the frequency at which impact materialises, calibrate frequency capping for your next campaigns, and detect a plateau or wear-out beyond a certain number of exposures.

One caveat: high-frequency respondents are not a random subset of your audience. They tend to be heavier consumers of the media environments where you bought, so part of the gap you see may come from who they are rather than from repetition itself.

What can I learn from this view?

Exposure frequency can help you:

• identify the frequency range associated with the strongest campaign impact

• understand whether repetition improves performance

• detect a potential plateau or saturation effect

• inform frequency-capping decisions for future campaigns

Frequency is an important campaign-performance lever : too little exposure may limit memorability, while excessive repetition can contribute to saturation.

Keep in mind

Respondents exposed many times to a campaign may differ from respondents exposed only once or twice. For example, they may simply consume more of the media environments in which your campaign was delivered.

A higher score among high-frequency respondents therefore does not necessarily mean that repetition alone caused the difference. Use this view as an additional diagnostic alongside your campaign context, media strategy and other Brand Lift results. 👋 If you don't find your answer, feel free to reach out to [e-mail] for further consideration.