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 indicator:

We determine how many respondents need to be interviewed to obtain 150 demo presentations.

It is likely that some of these respondents will not be used, as the control group is also made up of 150 non-memo respondents.

Nevertheless, all these respondents meet our various quality criteria.

Other KPIs

• Percentage

This represents the number of individuals in the sample who chose the positive response items to the related question. Positive responses depend on the indicator and the type of related question (scale, single choice, multiple choice, etc.). For the attribution indicator, for example, all responses that select the advertising brand (and not competitors or the “other” item) are considered “positive”. For the likeability or interest indicators ( on a scale), all responses from 8 to 10/10 are considered “positive”. ​

In this example, for attribution: 50%.

• Uplift

This is the difference between the number of respondents who remembered the campaign and the number who did not.

​In this example, for consideration: +15pts.

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.).