Happydemics Help Center
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      • Brand lift methodology
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      • How to add KPIs?
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      • How do I choose the right phrasing for the Purchase Intent and Consideration indicators?
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      • How to launch a Brand lift with a custom KPIs combination?
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  • Analysis
    • Methodology and basic rules
      • Methodology and terminology
      • Do I have enough respondents?
      • Are my results representative?
      • Why express uplifts in points rather than percentages?
    • Brand lift results
      • How to read Brand lift results?
      • How to analyze multichannel Brand lift?
      • How is my KPI calculated?
      • How to read benchmark results?
      • How to understand Impact score?
      • How to understand the Cost per lifted user?
      • How to compare and filter sub-target results?
      • How are KPIs categorized?
    • Brand lift report
      • How to optimize my KPIs?
      • How do I customize my report?
      • How to share my report?
      • How to understand my report?
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On this page
  • Delivery performance
  • Creative diagnosis
  • Advertising recall impact
  • How to access detailed results?
  1. Analysis
  2. Brand lift results

How are KPIs categorized?

PreviousHow to compare and filter sub-target results?NextBrand lift report

Last updated 7 months ago

Delivery performance

Delivery performance measures the ability of a campaign to be seen, to generate recall and to have correctly targeted the desired audience. The ad recall indicator is key in this part.

Creative diagnosis

The creative diagnosis section covers the campaign's performance from a creative standpoint and its perception.

The indicators used allow us to assess the relevance and creative effectiveness of the advertising message, based on the attention people have paid to it. The better the creative diagnosis, the better the performance of the campaign in terms of brand impact.

Advertising recall impact

The impact of advertising recall compares the gaps between the population that has memorized the ad and those that haven't or have never been exposed to it. These differences tell us whether the campaign has had an impact on brand indicators.

Depending on the campaign's objectives, the indicators measured will be different. For example, if the campaign's aim is to increase brand awareness and image, we'll analyze variations in brand perception. If the advertising is meant to trigger a purchase, we'll look at variations in consideration rate and purchase intention.

How to access detailed results?

On each slide of the report, you'll find a link to your results. You can drill down into the results, analyze response details or create different sub-targets. You can also view detailed answers directly on the report slide, by clicking on the eye icon next to the question.

What is the relationship between the different types of KPIs?