> 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**: It’s 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. πŸ’‘ 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) πŸ‘‹ If you don't find your answer, feel free to reach out to **** for further consideration ! ### πŸš€ 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)