How is my indicator calculated?
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Written by Support
Updated over a week ago

Definition of an indicator

An indicator measures the performance of a campaign on a specific goal. Each indicator has a unique question that is asked to both Brand lift samples of respondents: exposed individuals and unexposed individuals.
For more information on indicators, refer to the definition in the Happydemics glossary, or in the article “How does Happydemics work?

Explanation of how an indicator is calculated

  • 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 an indicator 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).

  • Uplift for all advertising recall impact indicators (i.e. consideration, intent, brand image, preference, brand familiarity, etc.).

This detailed article will help you better understand the difference between absolute value and uplift.

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