Reading your Brand Lift results by Exposure Frequency
The Exposure Frequency view allows you to analyze your Brand Lift results based on the number of times respondents were exposed to your campaign. It helps you identify how many exposures it takes for your campaign to reach its full impact, and spot potential saturation effects.
Where can I find the Exposure Frequency view?
Once available, the Exposure Frequency tab appears in the Audience section of your Brand Lift report, alongside the Age Range and Gender tabs.
In this view, you'll find:
A Score by KPI chart showing the performance of each exposure frequency group.
A Diff. row displaying the exact difference between each group's score and the campaign's overall KPI score.
A Download button allowing you to export the graph in .png.
Exposure Frequency view is only available :
with Post-Campaign mode
when a retargeting pixel is used or an Audience sharing batch is provided.
for Brand Lifts completed after June 16th 2026
How do we measure exposure frequency?
Exposure frequency is calculated using the respondent's IP address. Each time a respondent's IP address appears in your campaign's exposed pool, it counts as one exposure. Based on this number, each respondent is assigned to a frequency group.
For example:
Respondent A appears twice → 2 exposures
Respondent B appears seven times → 7 exposures
Each respondent is therefore analyzed according to their individual exposure level.
How are the frequency groups created?
Exposure groups are not predefined. Instead, they are built dynamically for each campaign to provide the highest level of detail while ensuring statistically reliable results.
For every campaign, we create the most granular groups possible while guaranteeing that the smallest group contains at least 50 respondents.
For example, one campaign may display:
1–2 exposures
3–6 exposures
7+ exposures
While another campaign could show completely different ranges depending on its exposure distribution.
Data reliability
To ensure meaningful results, respondents whose IP address appears more than 100 times in the exposed pool are excluded from the Exposure Frequency analysis.
Such unusually high frequencies generally indicate shared or non-individual IP addresses, such as:
Office networks
Mobile carrier networks
Public Wi-Fi
VPNs
Shared hotspots
These situations do not accurately represent an individual's advertising exposure.
Important : these respondents are not removed from your Brand Lift study. They remain included in your overall campaign results and are excluded only from the Exposure Frequency view.
How to interpret the results
Each bar represents the difference between a frequency group's KPI score and the campaign's overall KPI score.
Bars above the Overall line indicate that this exposure group performs better than the campaign average.
Bars below the Overall line indicate lower performance than the campaign average.
This analysis helps you answer questions such as:
How many exposures are needed before the campaign starts generating measurable impact?
Is there an optimal exposure frequency?
Does campaign performance plateau after a certain number of exposures?
Are there signs of audience saturation or ad wear-out?
These insights can help you optimize your frequency capping strategy and improve the effectiveness of future campaigns.
Why can't I see the Exposure Frequency tab?
The Exposure Frequency view is only displayed once there are enough respondents to build statistically reliable groups. Specifically, a frequency group must contain at least 50 respondents.
If your campaign has not yet collected enough exposed respondents, the tab will not appear. It will automatically become available as soon as sufficient data has been collected.
👋 Still have questions?
Feel free to reach out to us at support@happydemics.com, we’ll be happy to help!
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