> For the complete documentation index, see [llms.txt](https://support.happydemics.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.happydemics.com/analysis/brand-lift-results/what-is-the-impact-score-and-how-to-analyze-it/in-short-what-is-the-impact-score.md).
# In short - What is the Impact Score ?
The **Impact Score** is an overall rating from 0 to 100 that summarizes the performance of an advertising campaign. It is a simple yet powerful tool to quickly see if your campaign was **effective and how it compares to other similar campaigns.** Its goal is to help you make decisions and [**optimize your future campaigns.**](/analysis/brand-lift-report/how-to-optimize-my-kpis.md)
## What is it for ?
* **Campaign Summary**: Itβs the average performance of all your KPIs vs a benchmark.
* **Easy Comparison:** It allows you to compare different campaigns, regardless of the media or objectives used.
* **Positioning:** It shows where your campaign stands compared to others in your industry.
* **Decision-Making:** It simplifies the choices needed to improve your future campaigns.
## How to interpret it ?
* **0-25:** Very poor performance.
* **25-45:** Below average.
* **45-55**: Average performance (within the norm).
* **55-75:** Good performance.
* **75-100:** Exceptional performance.
The score reflects relative performance compared to the selected [benchmark](/analysis/brand-lift-results/how-to-read-benchmark-results.md) and can change if the benchmark criteria are modified.
π‘ To go further, here is the complete article about impact score and how it is calculated : [What is the Impact Score and How to Analyze It?](https://support.happydemics.com/analysis/brand-lift-results/what-is-the-impact-score-and-how-to-analyze-it)
π If you don't find your answer, feel free to reach out to **** for further consideration !
### π Related articles
* [How to read Brand lift results?](/analysis/brand-lift-results/how-to-read-brand-lift-results.md)
* [How is my KPI calculated?](/analysis/brand-lift-results/how-is-my-kpi-calculated.md)
* [How to optimize my KPIs?](/analysis/brand-lift-report/how-to-optimize-my-kpis.md)
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