# In-flight analysis

The results displayed each day reflect the a**ggregation of all respondents collected since the start of the campaign** — not just those collected on that specific day.

### Display thresholds

| Stage                      | What happens                                                                   |
| -------------------------- | ------------------------------------------------------------------------------ |
| Fewer than 150 respondents | A message displays the estimated date when the first results will be available |
| From 150 respondents       | Initial results become visible and are continuously updated                    |

### Time comparison (Trends)

KPIs results are **compared over time** using a consistent methodology:

Each day is compared to a previous day where the sample included **at least 50 fewer respondents.** **Hover over the last day** to get your current trend. This ensures a robust and meaningful basis for measuring evolution.

To correctly interpret trends, keep the following in mind:

* **Focus on overall direction, not daily variations**\
  Day-to-day changes may occur due to sample size fluctuations
* **Wait for sufficient data volume**\
  Trends become more reliable as more respondents are collected
* **Use trends to detect signals, not final conclusions**\
  In-flight results are directional and should be confirmed with final results
* **Look for consistent patterns**\
  Repeated increases or decreases over several days are more meaningful than isolated changes.

### Results 

[KPI results](https://support.happydemics.com/analysis/brand-lift-results/how-to-read-brand-lift-results) in the Results tab are **dynamically updated** based on all respondents collected to date. It enables **day-by-day performance comparison** between the ad recall group vs the control group. 

<figure><img src="https://4099963361-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQJVhUYUj85xxjSZPjYIM%2Fuploads%2FocxjXZWzH408ryiFYLcP%2Funknown.png?alt=media&#x26;token=f6479e26-acea-4e96-966b-b0c7e881e9bd" alt=""><figcaption></figcaption></figure>

### KPIs vs Benchmark

A **line chart** displays KPI evolution compared to a selected[ benchmark](https://support.happydemics.com/analysis/brand-lift-results/how-to-read-benchmark-results#h_0bda434744) in the Overview tab. The chart updates progressively as new respondents are collected. It enables **day-by-day performance comparison** against the benchmark

<figure><img src="https://4099963361-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQJVhUYUj85xxjSZPjYIM%2Fuploads%2Fas2jyoVOsQwcgrqFDpOJ%2Funknown.png?alt=media&#x26;token=5da123a3-a43a-4e6b-8c4e-902382ca6ed2" alt=""><figcaption></figcaption></figure>

💡You can also:

* Display the results in **line or bar charts** in the Overview, Results and Benchmark tabs &#x20;
* Zoom to better see the results in the Results tab > Questions & answers
* [Download](https://support.happydemics.com/analysis/how-to-download-my-brand-lift-results) graphs in .png

### Impact Score

The[ Impact Score](https://support.happydemics.com/analysis/brand-lift-results/what-is-the-impact-score-and-how-to-analyze-it) is **dynamically calculated** based on all respondents collected to date.

It is **continuously updated** as new data is collected.

### Cost Per Lifted User (CPLU)

{% hint style="warning" %}
⚠️ CPLU is not available during the campaign.
{% endhint %}

The[ CPLU](https://support.happydemics.com/analysis/brand-lift-results/what-is-the-cplu-and-how-to-analyze-it) is calculated **only after the campaign ends.**

This is because key inputs such as **media spend and reach** cannot be measured reliably on a daily basis. As a result, the calculation can only be finalized once the campaign is complete.

<figure><img src="https://4099963361-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQJVhUYUj85xxjSZPjYIM%2Fuploads%2Fo2HNV3Nt49qTuUQ4LxmU%2Funknown.png?alt=media&#x26;token=5b33edcd-107e-42fe-9788-be83026fa197" alt=""><figcaption></figcaption></figure>

### Results & report

The results and report will be available **once the campaign is over and once the Brand lift reaches the number of respondents**. Once it’s completed, KPIs evolution will still be available for you to analyze afterwards.<br>

👋 If you don't find your answer, feel free to reach out to **<support@happydemics.com>** for further consideration !<br>

### 🚀 Related articles

* [what-is-in-flight-mode](https://support.happydemics.com/in-flight-mode/what-is-in-flight-mode "mention")
* [how-does-in-flight-work](https://support.happydemics.com/in-flight-mode/how-does-in-flight-work "mention")
* [in-flight-configuration](https://support.happydemics.com/in-flight-mode/in-flight-configuration "mention")

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