Happydemics Help Center
  • Introduction
    • Welcome đź‘‹
    • Glossary
  • Launch
    • Methodology
      • Brand lift methodology
      • When to schedule my Brand lift?
      • What do I need to launch a Brand lift?
      • How to manage a campaign with multiple creatives?
      • How to manage a multilingual campaign?
      • Which template should I choose for my Brand lift?
      • Create a multichannel Brand lift
    • Channels
      • Channels and formats
      • Targeting strategies
      • Display
      • Online video (OLV)
      • Digital audio
      • DOOH
      • Connected TV
      • Social Ads
      • In-game
      • TV
      • Radio
      • OOH
      • Cinema
      • Press
      • Influence
    • Targeting
      • In which countries can I launch a Brand lift?
      • How to add an audience boost?
    • Survey
      • How to add KPIs?
      • How to add a profiling question?
      • How do I choose the right phrasing for the Purchase Intent and Consideration indicators?
      • How to adjust my creative?
      • How to optimise my creative?
      • How to launch a Brand lift with a custom KPIs combination?
    • Exposure data
      • How to embed my retargeting pixel?
      • How do I check if my retargeting pixel is embedded correctly?
      • How to provide my audience file?
      • How to provide my POIs file?
  • 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?
    • Analytics
  • Account management
    • Settings
      • How to manage my account?
      • Organization access management
    • Consumption
      • How to track my measurement use?
      • How to get more measurements?
  • Security and confidentiality
    • Security
      • How does Happydemics protect my data?
    • Confidentiality
      • Where can I find Happydemics’ privacy policy?
      • How does Happydemics comply with the GDPR?
      • What data does Happydemics collect?
      • How to delete your personal data from Happydemics?
      • How to delete your organization and its data from Happydemics?
      • How to remove a member from your organization and their personal data?
      • How to delete measurements and their data?
      • How can I contact Happydemics if I have questions about my data?
Powered by GitBook
On this page
  • Definition of a KPI
  • Explanation of how a KPI is calculated
  • How to understand a KPI result
  1. Analysis
  2. Brand lift results

How is my KPI calculated?

Definition of a KPI

A KPI measures the performance of a campaign on a specific goal. Each KPI has a unique question that is asked to both Brand lift samples of respondents: exposed individuals and unexposed individuals.

Explanation of how a KPI is calculated

Ad recall

The calculation method is specific to this KPI:

We determine how many respondents need to interview in order to obtain 250 ad recallers. The control group also has 250 respondents, similar in gender and age to the ad recallers sample. Nevertheless, all these respondents meet our various quality criteria. Similar in gender and age to the memo sample.

Other KPIs

  • Percentage

For Single/Multiple choice(s) KPIs:

This represents the number of individuals in the sample who chose the positive response(s) items to the related question. Positive responses depend on the indicator and the type of related question. For the attribution indicator, for example, all responses that select the advertising brand (and not competitors or the “other” item) are considered “positive”.

For scale KPIs:

This represents the average score reduced on a 100 basis. For example, if the average Interest score is at 6/10, it gives a KPI of 60.

  • Uplift

The uplift is a way to evaluate the ad recall impact on several KPIs.

It represents the difference of positive answer’s share between ad recallers and non ad-recallers. The percentage (absolute value) for all Creative Diagnosis KPIs (i.e. Attribution, Interest, Likability, Clarity, Ad Perception, Ad Format Perception, etc.) and Broadcasting KPIs (i.e. Ad recall, Personal Interest). The Uplift for all Ad Recall Impact KPIs (i.e. Consideration,Specific Intent, Brand Image, Preference, Brand Familiarity, etc.).

How to understand a KPI result

To understand your results, we recommend checking:

  • The percentage (absolute value) for all ad creative assessment indicators (i.e. attribution, interest, likability, clarity, ad perception, ad format, etc.) and distribution performance indicators (i.e. ad recall, personal interest).

  • The Uplift for all advertising recall impact indicators (i.e. consideration, intent, brand image, preference, brand familiarity, etc.).

PreviousHow to analyze multichannel Brand lift?NextHow to read benchmark results?

Last updated 1 month ago

Read more:

https://support.happydemics.com/analysis/results/how-to-read-benchmark-results#h_18993e9e3d