How to read Brand lift results?
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Written by Support
Updated over a week ago

How to understand the Happydemics performance report?

How to know if each indicator is performing well?

The performance of an indicator - whether it covers the creative analysis or the impact of the ad recall - is always assessed in relation to a reference, i.e. in comparison with a benchmark.

Indicator performance analysis differs depending on the related objectives:

  • The indicators related to creative analysis are a self-reported and informed rating of the campaign by the respondent (Do they like it? Is it interesting? etc.). Therefore, it is useful to compare them with a suitable benchmark, in absolute terms: Is my campaign better or worse than other similar campaigns in the benchmark?

  • Indicators related to the impact of ad recall aim to assess the difference in results between respondents who have seen and remembered the campaign, compared with non-memos, to assess the actual impact on the brand based on ad recall. (What is the impact on brand image? Do I value the product more? etc.). It's a good idea to assess the results of these indicators from the perspective of the uplift benchmark: Is the impact of the campaign's recall on my brand stronger or weaker than the impact generated by the other similar campaigns in the benchmark?

⚠️ Note: If, despite negative uplift results, the results in absolute terms are higher than the related benchmark, then the mixed uplift results are due to high initial results for this advertiser, also among non-memos!

Did your Brand Lift work?

Go to your measurement Results page to find out.

There you can compare your results with our benchmarks, so you can see how good your results are!

Rules to keep in mind:

  • If your results are within a +3 point margin of our benchmark, it's a great performance,

  • If your results are between -2 and +2 points from our benchmark, you're average,

  • If your results are -3 points or more from our benchmark, there's room for improvement.

For more details on Brand Lift and our method, please read the article "Which method to choose for your Brand Lift?”.

How to read the results on your core target?

The aim of the core target analysis is to show higher results than the total number of people who remembered the campaign. This core target can be edited directly on your report, to suit your reading preferences.

For more details on the core target, please see the definition in the "Core Target" glossary, or the "Core Target" section of the article "What you need to launch a Brand Lift".

What does the Impact Score mean?

The Impact Score is a unique score that provides an overview of the performance of each of your campaigns.

It's the result of a synthetic calculation of all the performance indicators for a given measure, making it easy to compare a campaign as a whole with the related benchmark and to draw broad conclusions about that campaign.

The calculation is an average of the gaps between the indicators and their related benchmarks, based on 100. A 0 score means that the campaign had no impact on the indicators measured, a 100 score means that the campaign had the highest impact.

This indicator makes it easy to compare your different campaigns with one another.

For example, an Impact Score of 50 positions your campaign within the general average of its benchmark.

What is the Cost per Lifted User?

Cost per Lifted User is a calculated indicator that measures the investment required to "convert" a respondent to your campaign.

A respondent is "converted" when they positively respond to attribution (when available), along with all the indicators tied to the campaign's impact on the brand.

This indicator is available under specific conditions only:

  • An Essential template featuring enough impact indicators* was used for this campaign (required to identify the campaign's objectives and understand the resulting "convert type").

  • Media Spend has been provided.

  • The number of Unique Impressions was provided.

  • The measurement was launched using the Actual Exposure method.

* Here, the templates are: Performance, Branding, Perception, Acknowledge, DTS

The calculation of this indicator is straightforward: First, calculate a total "number of converts" generated by exposure to the campaign, then divide the budget spent by this number of "converts".

Mock example below:

The Cost per Lifted User is subject to significant variations depending on the impact indicators included in the measurement, and therefore on the campaign's objectives.

For example, a measurement launched with the Performance template for a campaign aimed at generating consideration and purchase intent for the brand will, on average, have a higher CPLU than a campaign launched with the Perception template for a campaign aimed at improving brand image.

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