# Welcome 👋 Welcome to the Happydemics knowledge base! Everyone has a question once in a while. If you can't find what you're looking for here or have feedback, feel free to write us at . ## Here's a global tour of the product {% @arcade/embed flowId="5nbDbxpu4SBTk8189qE4" url="" %} # Glossary

English 🇺🇸	French 🇫🇷	Also known as	Description
Brand lift	Brand lift	BLS, Brand lift survey, study	Process of evaluating the effectiveness of a campaign, through metrics like reach, engagement, and conversions.
Measurement	Mesure	Study	A measurement is a survey generated to measure the performance of a single channel. A Brand lift can contains several measurements for a comparison objective.
KPI	Indicateur	Indicator	A KPI measures the performance on a specific element tied to the campaign's objective: attribution, purchase intent, drive-to-store intent etc.
Template	Template		KPI combination for a Brand lift, depending on the campaign or measurement objective.
Organization	Organisation	Company, workspace	An organization is the owner of a Happydemics license. Each measurement is linked to an organization.
Significant difference	Écart significatif	Statistical significance	Reveals a discrepancy that can't be attributed to chance.
Uplift	Uplift	Lift	Used to evaluate the impact of an advertising campaign, by measuring the gap between a group that recalls the campaign and a control (non-memo) group.
Ad recall	Souvenir publicitaire		Ability of respondents to remember an advertisement after being exposed to it, measuring the effectiveness of the campaign.
Retargeting pixel	Pixel de retargeting		Code snippet generated by Happydemics to embed in the campaign's creative assets to target individuals exposed to an ad.
Benchmark	Benchmark		Happydemics’ Brand lifts database that allows comparison to the market with different criteria: media, industry, zone.
Data exposure	Données d'exposition		Data added to a Brand lift to retarget more efficiently individuals exposed to this ad. Particularly beneficial for ad campaigns spanning various channels, publishers, or formats.
Survey	Questionnaire		Tool used to measure KPIs toward a brand or a product. Happydemics’ survey are short, non paid, contains less than 10 questions and are distributed via advertising space.
Ad recallers	Mémos		Individuals who remember seeing or hearing an ad after being exposed to it, indicating the ad's impact and visibility.
Retargeting pixel	Pixel de retargeting		Code snippet generated by Happydemics to embed in the campaign's creative assets to target individuals exposed to an ad.
Single Channel campaign	Campagne Single Channel		Ad campaign with only one media channel (E.g: DOOH)
Multi-Channel campaign	Campagne Multi-Channel		Ad campaign with different media channels (E.g: DOOH, Display, Online video).
Multi-Creative campaign	Campagne Multi-Creative		Ad campaign with different creatives (various durations, various messages etc.).
Multi-Platform campaign	Campagne Multi-Platform		Ad campaign with different platforms (Netflix, Prime Video etc.).
Profile	Profil		The profile is the section on the platform where a user can edit information and set preferences.
Configuration	Configuration		Step of the Brand lift setup process where the user fills information about the brand or product, defines the zone and manage the settings of the survey.
“Draft” status	Statut “Brouillon”		This status when a measurement is being configured and has not been fully completed ans submitted.
“Pending collection” status	Statut “En attente de collecte”		This status confirms that the measurement is ready to be launched by our teams for collection. A measurement with this status can no longer be canceled or rescheduled.
"Ongoing collection" status	Statut "En cours de collecte"		This status means the answers of the Brand lift are being collected.
“Completed” status	Statut “Terminé”		This status means that the collection process has been completed, and enough responses have been collected. The results and the report are available.
Report	Rapport		Automatically-generated, editable and easily-shared summary report, including overall campaign performance and details by indicator, with AI-generated optimization tips.
Audience sharing	Partage d'audience		IDFAs (IDentifiers For Advertisers), GAIDs (Google Advertiser IDs) or IP addresses of individuals who were exposed to the ad when it was displayed (exposure data).
Broadcasting framework	Cadre de diffusion		List of publishers used during campaign distribution (exposure data).
ID file	Fichier d'ID	ID batch	List of IP addresses of the individuals who were exposed to the ad when it was delivered (exposure data).
POI file	Fichier de POI		List of GPS coordinates of the locations where the ad was delivered (exposure data).
Creative	Creative		File of the ad.
Control group	Groupe de contrôle	Non-exposed	Sample of individuals who don't remember the ad, he or she is probably exposed to it.
Optimization tip	Piste d'optimisation		AI generated recommendations based on our team knowledge to improve performance on specific KPIs and the global campaign.
Sous-cible	Subtarget		Sample of respondents depending on their profile or their answers.
Delivery zone	Zone de diffusion		Targeted geographic area where ads are distributed or made visible to the audience.
Ad campaign	Campagne		Ad or coordinated ads across various media channels aimed at achieving specific marketing goals.
Media plan	Plan média		Strategic blueprint outlining the selection and scheduling of media channels to achieve advertising objectives effectively.
Boost	Boost		Paying option for a Brand lift. Can be an audience boost for more respondents or an additional question for a in-depth target reading.
Analytics	Analytics		Section of the platform with cross Brand lift data
Impact score	Impact score		Score that represents each campaign's performance compared with a selected benchmark, by including all Brand lift measurements. This indicator makes it easy to compare your different campaigns with one another. An Impact score of 50 puts the campaign within the overall average of its benchmark.
Cost per lifted user (CPLU)	Cost per lifted user (CPLU)		Calculated indicator that measures the financial investment required to "convert" a respondent to your campaign. A converted respondent positively responds to impact indicators (and attribution when applicable). This indicator is only available in specific conditions (see our help center).
Brand or product	Marque ou produit		Focal point of promotional efforts, representing the identity or item being marketed to influence consumer perception and drive sales. In a Brand lift, we can focus on a brand or a specific product of a brand.
Industry	Secteur		Specific market sector that includes businesses offering related products or services, targeted in marketing strategies.
Profiling question	Question de profilage		Preliminary survey question used to gather demographic information like age and gender to segment and analyze audience responses.
Display	Display		Static or animated banner formats displayed on websites or mobile applications. E.g: interstitials, display, wide angles, natives...
Online video	Vidéo online		Video ads served during online video playback or within media content. E.g: in-stream (pre-roll, mid-roll...), out-stream (in-read...).
Digital audio	Audio digital		Audio advertising formats served digitally on music streaming platforms, podcasts, web radios etc.
DOOH	DOOH		Outdoor ads displayed on digital screens.
Connected TV	TV connectée		Ads streamed in a targeted way on a smart tv.
Social ads	Social ads		Sponsored advertising content on social networks. E.g: posts, stories...
In-game	In-game		Ads served in a gaming environment and integrated into the gaming experience.
TV	TV		Ads shown in a tv program's live stream.
Radio	Radio		Ads shown in a radio program's live stream.
OOH	OOH		Outdoor ads displayed on non-digital billboards.
Cinema	Cinéma		Ads shown in a movie theater.
Press	Presse		Ads shown in the written press such as newspapers, magazines or journals.
Influence	Influence		Content shared by content creators on social networks to promote a product or brand (Single Channel campaign).

# Brand lifts by Happydemics At Happydemics, we help you measure the impact of your campaigns across a wide range of media channels, industries and countries. Our methodology is designed to deliver valuable insights by collecting real consumer opinions through short surveys. We measure a set of high- and mid-funnel KPIs to assess performance and benchmark your results against our extensive database. What sets us apart is our unique approach built around **ad Recall**. Instead of the traditional “Exposed vs. Non-Exposed” comparison used by many brand lift solutions, we focus on comparing those who remember seeing your ad (**ad recall respondents**) with those who don’t (**Non-ad recall respondents**, our control group). You’ll find everything you need to understand our approach to brand Lift throughout this Help Center. Feel free to explore the sections that are most relevant to your needs. We’ve also put together a **methodology deck** that offers a clear and concise overview of our process. It’s especially useful if you’d like to share our approach with colleagues or clients. {% file src="/files/9rPTuVbIAfVKMCDzMbzh" %} # Overview ## Rethinking brand lift measurements At Happydemics, **ad exposure data** and **ad recall** work together to create a robust and reliable brand lift methodology. Traditional brand lift studies typically measure the difference between exposed and non-exposed respondents. However, the advertising landscape is evolving. **User traceability is becoming increasingly complex**, driving the industry toward probabilistic data models, where the very notion of "actual exposure" is increasingly difficult to define.. Furthermore, for a brand lift to be truly actionable, it must enable cross-media comparisons, despite differences in data availability.. That’s why **ad recall** serves as a consistent reference point, ensuring meaningful and comparable insights across all channels.

# Why do we prioritize ad recall? ## Exposure alone is not enough Even with advanced tracking methods such as pixels, relying solely on exposure data to assess campaign performance has limitations: * A user might visit a website but never scroll down to see the ad. * An app might run in the background, delivering a campaign without it being actively viewed. * Ad blockers can prevent ads from being displayed, skewing exposure data. As these examples illustrate, it is difficult to define truly "exposed" and "non-exposed" groups in traditional brand lift studies. Additionally, if you rely only on exposure data, comparing performance across different media channels becomes impossible. Exposure levels vary by channel, and in some cases—particularly with offline media—exposure data may not be available at all. ## Ad recall as the core metric To overcome the previously mentioned limitations, we’ve made **ad recall** the cornerstone of our methodology. All our short questionnaires include an **ad recall question**: we display the ad and specify the environment in which it appeared. Depending on the media channel, we adapt the wording to maximize the accuracy of performance measurement on the correct channel or platform.

By measuring whether respondents remember seeing your ad, we focus on **actual engagement** rather than just **potential exposure.** We assign them to the **ad recall or control group** depending on their ad recall status. This approach ensures consistency across all media types, making cross-channel comparisons possible.
# Why is contextualization in the ad recall question important? At Happydemics, the Ad Recall question is always **contextualized.** This means that when respondents are asked whether they remember the ad, **we specify the media environmen**t in which it was shown (e.g. TV, social media, in-game, billboard, etc.).This is a **key element** of our methodology. ### To measure recall on the right channel Ad Recall is not just about remembering an ad — it’s about remembering it in the correct media context. **For example**: * “Do you remember seeing this ad while watching [TV](/methodology/media-formats-and-targeting-strategies/media-channels-and-formats/connected-tv)?” * “Do you remember seeing this ad on [social networks](/methodology/media-formats-and-targeting-strategies/media-channels-and-formats/social-ads)?” * “Do you remember seeing this ad on a [digital billboard](/methodology/media-formats-and-targeting-strategies/media-channels-and-formats/dooh)?”

**By specifying the environment, we ensure that:** * Respondents recall the ad in the intended channel * Results are attributed to the correct media lever * Cross-channel comparisons remain reliable Without contextualization, recall could be biased by exposure on another channel. ### To improve measurement accuracy Advertising exposure varies significantly across channels: * **TV** and **CTV** offer high visibility and immersion * **Social** and **digital formats** may involve multitasking * **OOH** and **DOOH** rely on physical proximity * **Audio** relies on memory without visuals By contextualizing the question, we: * Reduce confusion * Avoid over-reporting or misattribution * Improve the precision of Ad Recall measurement This ensures that we measure t**rue media effectiveness**, not just generic brand familiarity. ### To enable fair cross-channel comparisons One of Happydemics’ key strengths is the ability to compare performance across: * Online and offline media * Different formats * Multiple platforms Contextualization makes this possible. Since recall is measured within the correct media environment, performance differences reflect **real media impact** — not measurement inconsistencies. ### To remain consistent with our methodology Happydemics’ methodology is based on comparing: * People who remember the ad (Ad Recall group) * People who do not (Control group) The accuracy of this split depends on asking the right recall question.\ Contextualization ensures that the “Ad Recall” group truly corresponds to exposure within the campaign’s media strategy. ### In summary Contextualizing the Ad Recall question: * Ensures accurate channel attribution * Improves measurement reliability * Enables fair multi-channel comparison * Strengthens the robustness of uplift calculations It is a fundamental part of our independent, media-agnostic methodology. \ 👋 If you don't find your answer, feel free to reach out to **** for further consideration ! ### **🚀 Related articles** * [Overview](/methodology/brand-lifts-by-happydemics/overview) * [Where do we broadcast our questionnaires?](/methodology/happydemics-respondents/where-do-we-broadcast-our-questionnaires) * [The benefits of our approach](/methodology/the-benefits-of-our-approach) # The use of exposure data ## Exposure data is used when provided We leverage all available campaign data while **remaining data-agnostic to maximize the probability of exposure and ensure the most comprehensive analysis.** When provided, exposure data is used by our trading team to retarget probably exposed respondents.

However, they are not mandatory, as our trading team can collect 250 ad recall respondents even without retargeting options, as long as the campaign delivers 100K unique impressions.
**Exposure data can serve as:** * A way to reassure you or your clients about the Ad recall status of respondents within a specific environment. * A way to improve the comparability between ad recall and non ad recall respondents. For more information about the type of exposure data we can use and how to add them on the platform, please check [the dedicated article](/launch/exposure-data).
# Happydemics' respondents **Respondents are at the heart of everything we do at Happydemics**. They’re the foundation of our methodology and the key to delivering reliable, meaningful insights. Unlike many brand lift providers who rely on closed panels—or even simulated data through modeling—we gather opinions directly from real people in real time. Our unique approach ensures fresh, authentic responses that truly reflect how your campaign resonates. In this section, you’ll learn more about who our respondents are, how we reach them, and why their contribution makes our solution different. # Who are our respondents? At Happydemics, we don’t rely on traditional survey panels. Instead, our surveys are shown in place of digital ads to people browsing on their smartphone, tablet, or computer—no sign-ups, no panels, just real people. This approach helps us reach a wide and constantly renewed audience of respondents who are **fresh, unbiased, and genuinely interested** in giving their opinion. It also allows us to maximize the number of respondents even with a limited number of impressions **(minimum 100K)**. Because they’re not professional survey takers, their answers tend to reflect more spontaneous and authentic reactions. **In short: anyone can become a Happydemics respondent!** To better understand the experience from the respondent's point of view, take a look at this short video. It shows how our questionnaire appears, in this example, when someone opens a mobile app. {% embed url="" %} # Audience retargeting In some cases—depending on the media and setup of your campaign, it’s possible to **target respondents likely to have been exposed to your campaign**. This can be done by providing us with **exposure data** such as tracking pixels, user IDs, broadcasting framework or geolocation data. You can go to the dedicated section for more information. That said, **exposure targeting is entirely optional**. Even without it, we’re able to gather a reliable sample of **250 respondents who recall seeing or hearing your ad** and 250 who don’t. This split allows us to measure the impact of your campaign using our methodology.

# Where do we broadcast our questionnaires? Our brand lift questionnaires are broadcasted across the entire digital advertising inventory. Practically speaking, we use programmatic media buying. This enables us to reach respondents who recall your ad and to collect spontaneous answers. Anyone browsing on mobile apps or the web (desktop or mobile web) may receive our short questionnaires. The questionnaires are optimized and shown to unique respondents through a wide network of publishers. Here is a short video showing how someone browsing the New York Times app can become a Happydemics respondent: {% embed url="" %} # Respondents quality How do we ensure the quality of responses ? We take the quality of our data seriously, and several safeguards are in place to ensure **trustworthy and meaningful responses**: * Respondents who complete the survey too quickly are automatically excluded. * No respondent can answer the same questionnaire twice. * Each respondent may only be surveyed once every three months. * We conduct regular quality checks on our respondent base to maintain data integrity. #### Targeting logic The survey is not broadcasted randomly. Happydemics sources its respondents through country-specific advertising inventories, ensuring that surveys reach users within the same national digital ecosystem as the campaign. From there, broadcasting is continuously adjusted and optimized based on real-time performance signals. As Ad Recall responses are collected, the system identifies which inventory environments generate the highest-quality responses and concentrates delivery accordingly. Sources that consistently produce low-quality responses are progressively excluded as part of our ongoing optimization process. #### Threshold consistency The 100,000 unique impressions is a **recommended minimum**, not a strict requirement. Its primary purpose is to ensure a sufficiently fluid collection pace so results can be delivered within expected timelines. In practice, we remain flexible: campaigns that fall slightly below this threshold can still be activated. It is also important to note that 100K uniques is already a relatively low baseline, consistently achievable across all markets where Happydemics operates. For example, markets such as Poland regularly reach this level, confirming that this threshold is realistic and operationally reliable. #### Probability calculations for CTV For Connected TV (CTV), Happydemics collects **IP addresses rather than device IDs**. This is a deliberate choice adapted to the CTV environment: since a CTV device is linked to a household rather than an individual, the IP address is the most reliable way to connect exposure to survey responses across devices within that household. This allows us to bridge the CTV exposure environment with the mobile/desktop survey environment at a **household level**, without requiring a retargeting pixel. That said, without a retargeting pixel, we do not calculate the exact probability that a given respondent was exposed to the campaign. Instead, our methodology relies on a different principle: **we measure whether respondents remember the ad**. This recall signal — combined with the household-level connection — is the core measurement unit of our methodology. #### Respondent identification & speed filters Unique respondents are identified using a combination of: * Hashed IP address * Declared age * Declared gender If multiple respondents share the same hashed IP, age, and gender, they are treated as a single respondent to prevent duplication. Survey completion speed is tracked via server-side timestamps. Any respondent completing the questionnaire below the minimum time threshold is automatically excluded from the dataset. #### Age & gender in a panel-free environment Age and gender are collected as **self-declared data** directly within the survey flow. This approach does not rely on third-party cookies, device fingerprinting, or probabilistic modelling, making it both **privacy-compliant and robust** in the context of evolving data regulations. #### Respondent motivation & self-selection Happydemics does not rely on incentivized panels. Respondents are not paid to participate. Instead, surveys are designed as short, low-friction interactions integrated within the advertising experience — making participation feel natural and lightweight rather than intrusive. The consistent ability to collect respondents at scale across all studies demonstrates the effectiveness of this model. Regarding self-selection bias: because surveys are distributed within live advertising inventories (rather than panel databases), the respondent pool reflects **real, active users across diverse digital environments**, naturally limiting overrepresentation of specific profiles. #### Ongoing quality audits Happydemics operates exclusively within **brand-safe environments** and maintains data quality through several automated controls: * Anti-bot algorithms that detect and blacklist fraudulent inventory sources * A frequency cap of **one impression per user per campaign**, ensuring fresh and non-fatigued responses * Internal quality filters excluding inconsistent or abnormal responses * Automatic exclusion of any unverifiable data (e.g. consent issues, hashing failures) These mechanisms are continuously reinforced and updated to remain compliant with evolving regulations (such as GDPR updates). 👋 If you don't find your answer, feel free to reach out to **** for further consideration. # The benefits of our approach ## More accurate insights With Happydemics, you gain insights on your campaigns’ **delivery performance, creative perception, and ad recall impact.** Traditional brand-lift providers typically only focus on the impact, leaving you with limited options to optimize your campaigns.\ We also provide an extensive benchmark, with over 40,000 calculated KPIs across 13 media types and 80+ industries. ## **Creative diagnosis is possible** **Since we know that respondents in the ad recall group have truly seen the ad in the right context and remember it, we can ask them directly about the creative and its format.** This includes KPIs such as ad likeability, perception, clarity, and interest.\ These KPIs are valuable, as they are correlated with impact KPIs like brand image, consideration, and purchase intent. Using creative diagnosis insights, we offer tips to help you improve your campaigns’ impact. ## Cross-channel comparability Our single methodology applies to all media types—online and offline—**allowing you to compare different levers within a campaign, understand channel synergies, and optimize your media mix.** ## Future-proof approach **Happydemics is independent of cookie-based tracking.** When available, we can use exposure data (pixels, IDs, longitude/latitude), but in all cases, we evaluate ad recall respondents versus non-ad recall respondents.
# Media, formats and targeting strategies Happydemics is the only brand-lift solution that lets you measure campaign performance across 13 different media channels—both online and offline. This unique breadth is made possible by our ad recall–based methodology. For each brand lift, you can also indicate a format to further enhance the precision of your results and enable even more accurate benchmarking. Below, you’ll find the full list of media channels and formats we analyze at Happydemics. {% file src="/files/PNIYsfIdSGuVHnLSJBEB" %} Within this Help Center, you’ll find articles dedicated to each media channel and its different formats to help you understand what you can measure and which categories to select when setting up your brand lift. # Media Channels and formats Channels, or media types, are the different ways you can reach, communicate with, and engage potential clients through an ad campaign. Both online and offline channels are available, making it easy to align your brand lift needs with single- or multichannel media plans. During setup, you can select up to 10 channels for your brand lift, and you can even choose the same channel more than once. For example, if your campaign runs on both Instagram and TikTok, you can add social media twice.

For each brand lift you launch with Happydemics, you can also specify a format. Formats refer to the types of creative content used within a media channel, such as banners, native ads, or rich media. By defining the format, you gain access to detailed benchmarks that are tailored to your specific criteria.

👋 If you don't find your answer, feel free to reach out to **** for further consideration ! # Display Display is one of the most versatile media channels available, using banner formats based on IAB standards across websites and mobile apps. These ads, whether static or animated, offer both broad reach and precise targeting options thanks to programmatic advertising. Display formats are designed to connect with your audience through engaging visuals right where they browse, scroll, and explore.

**Available formats:** * **Interstitial:** Full-page ads that appear during transitions between content, capturing attention without being intrusive. *Example: A full-screen ad that pops up when moving from one webpage to the next.* * **Banner:** Classic rectangular ads typically found at the top or sides of a webpage, perfect for high-visibility messaging. *Example: A horizontal banner at the top of a website promoting a new product.* * **Page takeover & skin ads:** Immersive ads that transform the entire page or its borders, creating a striking visual experience. *Example: A webpage where the whole background features an advertisement, such as for a movie release.* * **Rich media:** Interactive ads featuring video, animation, or other engaging elements to encourage interaction. *Example: A display ad that expands to play a video or includes clickable, interactive components.* * **Native:** Seamlessly designed ads that blend into the surrounding content, offering a non-disruptive experience. *Example: A promoted article or product recommendation integrated into a news site.* \ **Targeting strategies supported:** Contextual, retail, behavioral, demographic, and geographic # Online video (OLV) Online video (OLV) is a dynamic media channel that brings your message to life through a wide range of paid video ad formats delivered to digital devices. Whether it’s pre-roll, mid-roll, or post-roll ads during streaming content, out-stream video within articles or social feeds, or engaging interstitials on mobile apps, online video offers flexible and compelling ways to connect with your audience.

**Available formats:** * **Instream:** Video ads that play before, during, or after online video content, capturing viewers’ attention where they’re already watching. *Example: A 30-second video ad shown before a YouTube video.* * **Outstream:** Video ads displayed outside of traditional video content, typically embedded within articles or social media feeds as users scroll. *Example: A video ad that begins playing automatically when it comes into view on a news website.* * **Interactive:** Ads that invite viewers to engage—by clicking, swiping, or making choices within the video for a more personalized experience. *Example: A car video ad where viewers can click to explore different models or features.* * **Rich media:** Interactive formats that combine video with other dynamic elements such as animations or audio, often encouraging direct user interaction. *Example: A pop-up video ad that plays when you hover over an image on a webpage.* * **Native:** Video ads designed to blend seamlessly with surrounding content, offering a viewing experience that feels natural and unobtrusive. *Example: A sponsored video on Facebook that looks and feels like regular user-generated content.* **Targeting strategies supported:** Contextual, retail, behavioral, demographic, and geographic # Digital audio Digital audio is a media channel that includes all types of audio content streamed online, such as podcasts, music services, and web radio. Audio ads are typically played before, during, or after the content, giving you meaningful opportunities to reach listeners while they enjoy music or spoken word programming.

**Available formats:** * **Instream:** Audio ads that play before, during, or after music or podcast episodes, connecting with listeners as they engage with their favorite content. *Example: A 30-second ad that plays before a Spotify playlist starts.* * **Sponsoring or Host-Read:** Ads delivered by the host within an audio program, often naturally integrated into the show. *Example: A podcast host reading an ad for a product as part of the show.* **Targeting strategies supported:** Contextual, retail, behavioral, demographic, and geographic # DOOH Digital out-of-home (DOOH) is a media channel that includes digital displays in public and semi-public spaces. DOOH offers more flexibility and creative possibilities than traditional out-of-home advertising, thanks to dynamic visuals, advanced targeting, and the ability to adapt messaging based on context using programmatic technology.

**Available formats:** * **Digital billboards:** Large digital screens used for outdoor advertising, often featuring dynamic or rotating content. *Example: A digital billboard on a highway that changes its ad every few seconds.* * **B2B networks (gyms, medical offices, etc.):** Digital ads shown in professional environments, such as gyms or medical facilities. *Example: A digital screen in a doctor’s office promoting health insurance.* * **Transit (buses, subways, etc.):** Digital ads displayed in transit environments like buses, subways, or train stations. *Example: A digital ad shown on a screen inside a subway car.* * **In-store:** Digital ads displayed within retail stores, reaching shoppers close to the point of sale. *Example: A screen inside a supermarket promoting a new product.* * **Event:** Digital ads presented at live events or venues. *Example: A digital billboard at a sports arena promoting a sponsor.* **Targeting strategies supported:** Retail, behavioral, demographic, and geographic # Connected TV Connected TV (CTV) is a media channel that brings television content to viewers through internet-connected devices, such as smart TVs and streaming boxes. With CTV, you can reach audiences through on-demand streaming, offer interactive features, and deliver highly targeted advertising.

**Available formats:** * **Instream:** Video ads that play within streaming content on smart TVs, much like traditional TV commercials, but with the precision of digital targeting. *Example: A pre-roll ad before a Hulu show on a smart TV.* * **Overlay:** Banner or text ads that appear over streaming content, usually along the bottom of the screen, providing a subtle way to connect with viewers. *Example: A small ad banner displayed at the bottom of the screen while watching Netflix.* * **Interactive:** Ads that invite viewers to engage directly using their TV remote or mobile device, making the experience more personal. *Example: An interactive ad that lets viewers use their TV remote to learn more about a product during a commercial break.* * **Home screen or menu ads:** Ads that appear on the home screen or menu of a streaming app, putting your message front and center for users. *Example: An ad for a new series featured on the Netflix home screen.* * **Pause ads:** Ads displayed when a user pauses their streaming content, making use of key moments without interrupting the viewing experience. *Example: A full-screen ad that appears when you pause a show on a streaming platform.* **Platforms:** For even more precision, you can select the specific platforms for your campaigns, including Netflix, Prime Video, Disney +, Pluto TV, Paramount +, HBO Max and ViX. **Targeting strategies supported:** Contextual, retail, behavioral, demographic, and geographic # Social Ads Social ads are a media channel that includes paid advertising campaigns across social networks, no matter the format—be it sponsored posts, Stories, Reels, or other content types like video, images, or text. With social ads, you can reach users right where they are already engaging and sharing with their communities.

**Available formats:** * **In-feed:** Ads that appear directly within a user’s content feed, blending seamlessly with regular posts for a natural viewing experience. *Example: A sponsored post that shows up between friends’ photos and updates on Instagram.* * **Shorts (Stories, Reels, etc.):** Ads shown in short-form video formats, such as Instagram Stories, Facebook Stories, or TikTok videos, ideal for capturing quick attention. *Example: A 10-second ad that plays between Instagram Stories.* **Platforms:** For even more precision, you can select the specific platforms for your campaigns, including Facebook, Instagram, TikTok, Snapchat, X, LinkedIn, and Line. **Targeting strategies supported:** Retail, behavioral, demographic, and geographic
# In-game In-game advertising is a media channel that places ads directly within video games, most commonly on mobile devices. These ads come in various formats that are closely tied to the gaming experience—whether it’s earning extra lives by watching a video, spotting a branded message integrated into gameplay, or hearing an audio ad between levels. In-game placements allow your messaging to reach players in an engaging and interactive environment.

**Available formats:** * **Banner:** Ads displayed within the game interface, often appearing in the corner or at the bottom of the screen. *Example: A small banner ad shown at the bottom of a mobile game screen.* * **Video:** Video ads that play during gameplay, such as interstitials or pre-rolls. *Example: A 15-second video ad that appears before a player continues with the game.* * **Audio:** Audio-only ads played during the gaming experience or between levels, offering a non-intrusive way to reach players. *Example: A brief audio ad playing like a radio spot during a driving game.* * **Rewarded ads:** Ads that users can choose to watch in exchange for in-game rewards like currency, bonuses, or extra lives. *Example: A player watches a video ad to receive a bonus or additional lives in the game.* **Targeting strategies supported:** Contextual, behavioral, demographic, and geographic # TV Traditional TV is a media channel that delivers scheduled television content through broadcast, cable, or satellite. This channel typically reaches large audiences, offering passive viewing and broad, untargeted advertising. Please note that segmented TV is not included within this category.

**Available formats:** * **Linear:** Ads aired during traditional, scheduled programming, running in fixed time slots. *Example: A commercial break during the live broadcast of a sporting event.* * **Sponsoring:** Brands sponsor a TV show, event, or segment, often gaining visibility through on-air mentions or branded segments. *Example: A brand sponsoring the "Weather Report" during a popular news program.* **Targeting strategies supported:** Demographic and geographic # Radio Radio is a media channel that broadcasts audio content—including music, news, and talk shows—to broad audiences through AM, FM, or digital frequencies. It remains a trusted way to reach listeners during their daily routines, whether they’re commuting, at work, or relaxing at home.

**Available formats:** * **Linear:** Traditional radio ads that air during scheduled programming, reaching listeners at set times. *Example: A commercial break on a local radio station during the morning drive time.* * **Sponsoring:** Brands sponsor a radio show or segment, gaining added exposure through on-air mentions or sponsored content. *Example: A company sponsoring a morning news segment on a radio station.* **Targeting strategies supported:** Demographic and geographic # OOH OOH (Out-Of-Home) is a non-digital media channel that covers classic display formats in public spaces—think billboards, bus stops, subway stations, and vehicles. It’s a powerful way to reach people as they go about their daily activities, capturing attention in high-traffic locations throughout cities and neighborhoods.

**Available formats:** * **Traditional billboards:** Static ads placed on large outdoor boards, offering broad visibility to passing traffic. *Example: A billboard on a highway promoting a new car model.* * **B2B networks (gyms, medical offices, etc.):** Ads shown in venues frequented by professionals or specific interest groups, such as gyms or medical practices. *Example: An ad for health supplements displayed in a gym.* * **Transit (buses, subways, etc.):** Ads displayed on or near public transportation, including posters inside buses or subway cars. *Example: A poster inside a subway car promoting a movie release.* * **Event:** Ads placed at live events or venues, engaging audiences during special occasions. *Example: Signage at a concert promoting a new album.* * **In-store:** Ads displayed inside retail locations, reaching shoppers close to the point of purchase. *Example: A poster inside a clothing store promoting current sales.* **Targeting strategies supported:** Retail, demographic, and geographic # Cinema Cinema is a media channel dedicated to ads displayed on the big screen before a movie starts or during intermissions. It offers a unique opportunity to reach a captive audience in an immersive setting, delivering high-impact visual and audio messaging. *Example: A trailer or commercial that plays before the feature film begins.* **Targeting strategies supported:** Demographic and geographic # Press The press is a media channel focused on print-based publications, such as newspapers, magazines, and journals. It offers advertisers a chance to reach engaged readers through a mix of editorial content and advertising in a trusted, tangible format.

**Available formats:** * **Full-page ads:** Advertisements that occupy an entire page, designed for maximum visual impact. *Example: A luxury brand promoting a new perfume with a striking full-page ad.* * **Partial-page ads:** Ads that take up part of a page, such as half, quarter, or other custom sizes—ideal for flexible messaging. *Example: A local restaurant running a quarter-page ad in a newspaper.* * **Sponsored content:** Advertorials or branded articles created in the publication’s editorial style, delivering value to readers while promoting the advertiser’s message. *Example: A car manufacturer publishing an article about eco-friendly travel, subtly highlighting their hybrid vehicles.* **Targeting strategies supported:** Demographic, geographic, and behavioral # Influence Influence is a media channel centered on content shared by creators on social media to promote a product or brand. This option is available only for single-channel campaigns, meaning you won’t be able to compare results for different pieces of content or platforms in the same dashboard. **A format with tailored features** Influence is unique in that our methodology includes special adaptations: * The ad recall question is customized to: “Do you remember seeing a content creator talk about this product on social networks?” * A supplementary question follows: “Which content creator(s) do you remember seeing this content from?” You can include between 2 and 7 content creators in your campaign, as long as together they reach at least 100,000 exposed individuals. By asking these questions, you can easily identify which creators drove the best results for your campaign.

**Applicable formats:**\ \ **Sponsored Influence**\ The content creator is paid by a brand to promote a product or service. This can include social media posts, videos, or other content clearly marked as sponsored, usually following a brief provided by the brand.\ **Example:** > 📸 **Instagram Post Example:**\ > *\[Professional photo of the creator using the product/brand: a facial cream ]* > > "Looking for glowing skin? ✨ Ever since I started using the new Lumière Cream from @Fadion, my skincare routine has been transformed! Get 20% off with my code LUCIE20 💕 #Ad #SkincareRoutine #GlowingSkin" **Product Offered Influence**\ The creator receives a product for free. They may choose to feature it if they genuinely like it or if it fits their editorial line. This is a more organic form of influence but must still mention that the product was received, as per legal requirements.\ **Example:** > 📸 **TikTok Story Example:**\ > *\[Casual video in the creator’s kitchen, unboxing a package of the brand/product]* > > "Just received a surprise from @Natural\_Cookies 🍫🌱 They sent me their new organic bars — can’t wait to try them! I’ll let you know what I think tomorrow 🙌" **Partnership Influence**\ This involves deeper, long-term collaboration between the creator and the brand, such as co-creating products, ambassador roles, or sustained campaigns. The creator often contributes to the brand’s communication strategy.\ **Example:** > 🎥 **YouTube Video Example:** > > *\[10-minute video of content creator describing a routine with the brand/product: “My Wellness Routine with Fadion”]* > > "As a wellness ambassador for @Fadion, I’m excited to share my weekly essentials for staying balanced 🧘‍♀️💙 I also co-created an exclusive wellness box available in stores!" **Targeting strategies supported:** Demographic, geographic, and contextual # Targeting strategies A **targeting strategy** refers to the method advertisers use to define how their ads reach a specific audience based on factors like behavior, location, or content preferences. When setting up a Brand lift, selecting the appropriate targeting strategy is important for accurately benchmarking your campaign’s performance. By defining your targeting strategies (e.g., “Retail media” or “Behavioral targeting”) you can enhance the precision of comparisons and gain deeper insights into your campaign’s impact.

Providing this information is optional. If you prefer, you can leave the field as “No specific targeting strategy.” #### Types of targeting strategies 1. **Contextual** Ads are delivered based on the context of the content being consumed by the audience. This means the ad aligns with the topic, keywords, or themes of the content. For example, showing a sports drink ad on a sports news website.\ Applicable channels: Online video, Display, Social ads, Connected TV, Digital audio.
2. **Retail media** Retail media targeting involves delivering ads through channels directly controlled by retailers, whether online (e.g., e-commerce platforms and retailer websites) or offline (e.g., in-store displays, digital screens, or printed materials). This strategy leverages the retailer’s first-party data to target consumers at crucial moments in their shopping journey, whether they're browsing products online or physically navigating a store. For example: * Online: Displaying an ad for a coffee machine on a retailer's website when a user is browsing kitchen appliances. * In-store: Featuring a promotional video for a new snack brand on digital screens near checkout counters. This approach ensures highly relevant messaging and helps advertisers connect with consumers at the point of decision-making.\ Applicable channels: Online video, Display, Social ads, Connected TV, DOOH, OOH, Digital audio.
3. **Behavioral targeting** Behavioral targeting uses data about users' online activities, such as browsing history, app usage, or engagement patterns, to serve ads. For example, targeting people who frequently visit travel booking websites with ads for flight deals.\ Applicable channels: Online video, Display, Social ads, In-game, Connected TV, DOOH, Digital audio, Press.
4. **Demographic targeting** This strategy targets audiences based on characteristics such as age, gender, income level, education, or occupation. For example, targeting ads for luxury watches to high-income individuals aged 30–50. \ Applicable channels: all.
5. **Geographic targeting** Geographic targeting focuses on delivering ads to users based on their physical location, such as a country, region, city, or even specific neighborhoods. For example, promoting a local restaurant to people within a 5-kilometer radius.\ Applicable channels: all. # Broadcasting countries Brand lifts can be launched in any of the countries listed below. Please note that in some countries, only one respondent collection method is available—this is indicated on this page. Additionally, the option to include profiling questions is available for every supported language.\ \ **We broadcast in the following countries :**

Countries	Collection method	Available languages	In Web	In-app	Profiling questions available	Broadcastable in
Afghanistan	📱 Only In App	Pashto				✅
Algeria	Web & In-app	Arabic,French			✅	✅
Angola	Web & In-app	Portuguese			✅	✅
Argentina	Web & In-app	Spanish			✅	✅
Australia	Web & In-app	English			✅	✅
Austria	Web & In-app	German			✅	✅
Belgium	Web & In-app	Dutch,French,German			✅	✅
Bolivia	Web & In-app	Spanish			✅	✅
Brazil	Web & In-app	Portuguese			✅	✅
Bulgaria	Web & In-app	Bulgarian			✅	✅
Burkina Faso	📱 Only In App	French		✅	✅	✅
Cameroon	Web & In-app	English,French			✅	✅
Canada	Web & In-app	English,French			✅	✅
Chile	Web & In-app	Spanish			✅	✅
Colombia	Web & In-app	Spanish			✅	✅
Costa Rica	Web & In-app	Spanish			✅	✅
Côte d'Ivoire	Web & In-app	French			✅	✅
Croatia	Web & In-app	Croatian				✅
Cyprus	Web & In-app	Greek, Turkish				✅
Czech Republic	Web & In-app	Czech				✅
Denmark	Web & In-app	Danish				✅
Dominican Republic	Web & In-app	Spanish			✅	✅
Ecuador	Web & In-app	Spanish			✅	✅
Egypt	Web & In-app	Arabic			✅	✅
El Salvador	Web & In-app	Spanish			✅	✅
Finland	Web & In-app	Finnish				✅
France	Web & In-app	English,French			✅	✅
Germany	Web & In-app	German			✅	✅
Ghana	Web & In-app	English			✅	✅
Greece	Web & In-app	Greek				✅
Guatemala	Web & In-app	Spanish			✅	✅
Honduras	Web & In-app	Spanish			✅	✅
Hong Kong	💻 Only in Web	English,Simplified chinese,Traditional Chinese	✅		✅	✅
Hungary	Web & In-app	Hungarian				✅
India	Web & In-app	English,Hindi				✅
Indonesia	Web & In-app	Bahasa Indonesia				✅
Ireland	Web & In-app	English			✅	✅
Italy	Web & In-app	Italian			✅	✅
Jamaica	Web & In-app	English			✅	✅
Japan	Web & In-app	Japanese			✅	✅
Jordan	Web & In-app	Arabic			✅	✅
Kenya	Web & In-app	English
Kuwait	Web & In-app	Arabic			✅	✅
Luxembourg	Web & In-app	French, German, Luxembourgish				✅
Malaysia	Web & In-app	English,Malay				✅
Mexico	Web & In-app	Spanish			✅	✅
Morocco	Web & In-app	Arabic,French			✅	✅
Netherlands	Web & In-app	Dutch,English			✅	✅
New Zealand	Web & In-app	English			✅	✅
Nigeria	Web & In-app	English			✅	✅
Norway	Web & In-app	Norvgian				✅
Oman	Web & In-app	Arabic			✅	✅
Pakistan	Web & In-app	English,Urdu				✅
Panama	Web & In-app	Spanish			✅	✅
Paraguay	Web & In-app	Spanish			✅	✅
Peru	Web & In-app	Spanish			✅	✅
Philippines	Web & In-app	English,Tagalog			✅	✅
Poland	Web & In-app	Polskie				✅
Portugal	Web & In-app	Portuguese			✅	✅
Puerto Rico	💻 Only in Web	English,Spanish	x		✅	✅
Qatar	Web & In-app	Arabic,English			✅	✅
Romania	Web & In-app	Romanian				✅
Saudi Arabia	Web & In-app	Arabic			✅	✅
Senegal	📱 Only In App	French		x	✅	✅
Singapore	Web & In-app	English,Malay, Simplified chinese			✅	✅
Slovakia	Web & In-app	Slovak				✅
Slovenia	Web & In-app	Slovene				✅
South Africa	Web & In-app	English			✅	✅
South Korea	Web & In-app	한국어 (Korean)			✅	✅
Spain	Web & In-app	Spanish			✅	✅
Sweden	Web & In-app	Swedish			✅	✅
Switzerland	Web & In-app	English,French, German, Italian			✅	✅
Taiwan	💻 Only in Web	Taiwanese	x			✅
Tanzania	Web & In-app	English,Swahili			✅	✅
Thailand	Web & In-app	English,ไทย (Thai)				✅
Togo	📱 Only In App	French		x	✅	✅
Trinidad and Tobago	Web & In-app	English			✅	✅
Tunisia	Web & In-app	Arabic,French			✅	✅
Turkey	Web & In-app	Turkish				✅
Uganda	Web & In-app	English,Swahili			✅	✅
United Arab Emirates	Web & In-app	Arabic,English			✅	✅
United Kingdom	Web & In-app	English			✅	✅
Uruguay	Web & In-app	Spanish			✅	✅
USA	Web & In-app	English			✅	✅
Vietnam	Web & In-app	Vietnamese				✅

👋 **Still have questions?** Feel free to reach out to us at **** — we’ll be happy to help! ### 🚀 Related articles * [Can I run a Brand Lift in multiple countries?](/feasibility/can-i-run-a-brand-lift-in-multiple-countries) * [TL;DR - Shortlist of needed elements](/launch/shortlist-of-needed-elements) * [Can I run a multi language Brand Lift?](/feasibility/can-i-run-a-multi-language-brand-lift) # How do I add the broadcasting platform in the ad recall question? Where can I specify the platform where my ad will be broadcasted ? During the Brand Lift setup, in the Media Plan tab, you can not only select the media where your ad will be broadcasted, but **also specify the platform**. 💡 Note : This information is not mandatory, but it helps to **contextualize the ad recall question**. (eg. *"Do you remember seeing this ad while watching Netflix?").*
Platform selection is available for **30 countries** and for the following channels : * **CTV** * **Display** * **Online Video** * **Digital Audio** * **Social Ads** * **French TV** ## How do I choose the platform ? 1. During your Brand Lift setup, go to the **Media Plan tab**. 2. Indicate the campaign dates and add the creative 3. Select the platform where your add will be broadcasted. ## Country-specific CTV platforms availability * **The platform list is dynamically suggested** based on the country you've chosen in the previous step. The list is split into International and National ones. * **Use the search bar** to quickly find platforms within the suggested list

⚠️ If you change the country after selecting a platform, you'll receive an error message asking to reselect the correct platform according to the new country.

👋 If you don't find your desired platform on a channel and/or country, feel free to reach out to for further consideration ! ### 🚀 Related articles * [Broadcasting countries](/broadcasting-countries) * [How to set up a brand lift ?](/launch/the-set-up/how-to-set-up-a-brand-lift) * [Media, formats and targeting strategies](/methodology/media-formats-and-targeting-strategies) # Where can I find examples of surveys, results, and reports? Several resources are available on the platform. All of them can be freely accessed and shared with your clients or internal teams. ### Brand Lift examples on the homepage On the Happydemics homepage, you’ll find concrete Brand Lift examples illustrating different use cases.

**You can explore 4 types of Brand Lift Studies:** * [Single Channel](https://happydemics.com/dashboard/864/measurement/36867/overview) * [Multi-Channel](https://happydemics.com/dashboard/864/measurement/36907?_gl=1*191ancq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) * [Multi-creative](https://happydemics.com/dashboard/864/measurement/36971?_gl=1*191ancq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) * [Multi-platform.](https://happydemics.com/dashboard/864/measurement/37372?_gl=1*191ancq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) **For each example, you can access:** * A survey preview * An example of Brand Lift results * The corresponding report

These examples reflect exactly what you’ll get in your own studies and are ideal for presentations, proposals, or client education. {% hint style="info" %} Please note that these examples are meant to give a **general idea on different types of Brand Lifts**, we can’t provide too specific examples for a media, a country, a language. {% endhint %} ### KPI questions per template If you’re looking for the exact survey questions, you can refer to the dedicated [article that lists the questions associated with each KPI broken down by template.](/launch/before-the-set-up/kpi-question-list-per-template)\ This is particularly useful when you want to validate questionnaire content with a client and explain what is measured and how.
### Detailed KPI & template descriptions Within each Brand Lift Study, go to the KPIs tab to access: * A detailed explanation of each KPI * The KPIs included in each template These details can be opened, consulted, and shared at any time.

#### Available templates: * [Funnel Overview](https://happydemics.com/en/essential-templates/standard?_gl=1*15ci4yr*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) * [Creative effectiveness ](https://happydemics.com/en/essential-templates/creative?_gl=1*net7t1*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) * [Brand visibility ](https://happydemics.com/en/essential-templates/visibility?_gl=1*enm1rq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) * [Brand perception](https://happydemics.com/en/essential-templates/perception?_gl=1*enm1rq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) * [Message relevance](https://happydemics.com/en/essential-templates/values?_gl=1*192f93s*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) * [Audience attention](https://happydemics.com/en/essential-templates/attention?_gl=1*192f93s*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) * [Sales generation](https://happydemics.com/en/essential-templates/business?_gl=1*192f93s*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) * [Drive-to-store](https://happydemics.com/en/essential-templates/drive-to-store?_gl=1*1748uzq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw)
👋 If you don't find your answer, feel free to reach out to **** for further consideration ! #### 🚀 Related articles * [Brand Lift by Happydemics ](/methodology/brand-lifts-by-happydemics) * [Shortlist of needed elements](/launch/shortlist-of-needed-elements) * [When to schedule my Brand lift?](/launch/before-the-set-up/when-to-schedule-my-brand-lift) # Can I run a multi language Brand Lift? Can Happydemics broadcast the survey in different languages ? Some countries have several official languages, such as Switzerland. The very same ad campaign can be broadcasted nationally and you can select the language. At the moment, it is not possible to run one Brand Lift in several languages. We advise you to create as many Brands lifts as they are languages. For example, you’re running a Brand Visibility campaign in Switzerland for a chocolate brand in French, Italian and German. You have to create 3 separate Brand Lifts. ⚠️ You cannot run several measurements in different languages with only one Brand Lift configuration.
## I can only run one Brand Lift, what can I do You should choose the most spoken language in the country or the most spoken language of your target audience.

## Can I run my Brand Lift in English even though it is not the country's official language ? You could but we don’t recommend it. It is better to choose the most spoken language in the country. 👋 If you don't find your answer, feel free to reach out to for further consideration ! ## 🚀 Related articles * [Broadcasting countries](/broadcasting-countries) * [TL;DR - Shortlist of needed elements](/launch/shortlist-of-needed-elements) * [Creative contextualisation](/launch/before-the-set-up/how-to-prepare-my-creative-s/creative-contextualisation)
# Can I run a Brand Lift in multiple countries? Can I broadcast one single Brand Lift in several countries at the same time? At the moment, it is **not possible** to run a single Brand Lift across multiple countries.\ **One country = one Brand Lift configuration.** ⚠️ You cannot run measurements in different countries using just one Brand Lift setup. **Example:**\ Let’s say you want to run a Brand Lift for a maple syrup brand in North America, covering both **Canada and the USA**.\ You will need to set up **two separate Brand Lifts** — one for Canada, and one for the USA. ## I can only run one Brand Lift **— what should I do ?** In that case, we recommend selecting the country where the **campaign will have the largest reach and budget**. ## Can I run a Brand Lift in a world region? If you wish to run a Lift in a broader region (e.g., Western Europe), you’ll need to create **one Brand Lift per country** involved.\ For example: France, Germany, Spain, Belgium, etc. 👋 **Still have questions?**\ Feel free to reach out to us at **** — we’ll be happy to help! ## 🚀 Related articles * [Broadcasting countries](/broadcasting-countries) * [What do I need to launch a Brand lift?](/launch/before-the-set-up/what-do-i-need-to-launch-a-brand-lift) * [How to set up a brand lift?](/analysis/brand-lift-results/how-to-read-brand-lift-results) # Can I add multiple creatives in the same Brand Lift ? What can I do if I have several Brand Lifts ? If you want to compare creatives in order to analyze which worked best for your campaign goal, you can. You’ll have to set up **one measurement per creative.** In the **Media Plan tab**, add your first creative, then click on **+ Add channe**l at the button of the page to add another media and creative.

⚠️ Each channel must reach at least 100,000 unique exposed individuals to be eligible for measurement and please note that one creatives = one measurement. ## I can run only one Brand Lift, what should I do ? We advise you to select which **best represents your campaign’s objectives** or the one with the **biggest budget**. 💡If it is not possible, feel free to reach to . We'll help you find a solution. ## Media insertion guidelines * Accepted file formats: .png, .jpeg, .jpg, .gif, .mp3, .mp4, .wav * Videos may be up to 30 seconds long. * The maximum file size is 1 MB for static images or GIFs and 5 MB for videos. 👋 If you don't find your answer, feel free to reach out to **** for further consideration !
## 🚀 Related articles * [Media Insertion Standards](/launch/before-the-set-up/how-to-prepare-my-creative-s/media-insertion-standards) * [Creative contextualisation](/launch/before-the-set-up/how-to-prepare-my-creative-s/creative-contextualisation) * [TL;DR - Shortlist of needed elements](/launch/shortlist-of-needed-elements)

# Can I set up a Multi-platform campaign ? Can I specify broadcasting platforms in a Brand Lift ? In the **Media Plan Tab**, after selecting the media you will measure, you can select (or not), the platform on which the ad will be broadcasted. It will be cited in the ad recall question in the survey : “Do you remember seeing this ad on Tik tok ?”.
⚠️ At the moment, it is not possible to select several platforms in the same Brand Lift measurement.
However, you can create a multi platform campaign by adding more Media channels. Please note that **one media = one measurement.** \ For example, you wish to measure a Social ads campaign broadcasted on Instagram and Tik Tok. In the Media Plan tab, you’ll add two Social ads Channels by clicking on + Add Channel. Then select a platform for each.

💡Please note that you can add/modify the measurements’ names in order to distinguish them.

## I can only run one Brand Lift, what should I do ? We advise you **not to select any platform** so you can have an overall analysis of your campaign.
👋 If you don't find your answer, feel free to reach out to **** for further consideration ! ## 🚀 Related articles * [Creative contextualisation](/launch/before-the-set-up/how-to-prepare-my-creative-s/creative-contextualisation) * [Can I add multiple creatives in the same Brand Lift ?](/feasibility/can-i-add-multiple-creatives-in-the-same-brand-lift) * [Media, formats and targeting strategies](/methodology/media-formats-and-targeting-strategies)
# Can I update or delete my Brand Lift ? How can I make changes in my Brand Lift setup ? If you wish to modify or delete your Brand Lift, you can, but under certain conditions. Please keep in mind that once the answers collection has started, it is not possible to modify or delete your Brand Lift. ## How can I update my Brand Lift set up ? Once you’ve created your Brand lift, before or after submitting it, you can modify :
* The elements in the [Configuration](/broadcasting-countries) tab * The elements in the [Media Plan tab](/methodology/media-formats-and-targeting-strategies/media-channels-and-formats) * The [boosts](/launch/survey-customisation/how-to-add-an-audience-boost) * The [exposure data method](/launch/exposure-data) **⚠️ Keep in mind that if you make any changes in a submitted Brand Lift, it will be put back in draft and will have to be submitted again.**
**⚠️ If you’re using a retargeting pixel, you still can change the creative on the platform, but make sure the pixel is embedded correctly into the new one.**
You cannot modify : * The selected KPIs * Create a [custom template](/launch/the-set-up/how-to-choose-the-right-questionnaire-and-kpis) or add [additional KPIs](/launch/survey-customisation/how-to-add-kpis). If you want to do so you’ll have to create another one. ## Can I modify the Brand Lift title ? Yes you can ! [Here is the article about Titles customization.](/launch/survey-customisation/can-i-edit-my-campaigns-title) ## Can I modify the measurements titles ? Yes, you can. That way, each measurement will be easier to distinguish in the Brand Lift and on the Homepage. In the Media tab, add your channels and customize their titles. You can precise the media, the publisher, etc. \

## Who can delete or update a Brand Lift ? Admin users can modify/delete any Brand Lifts. Members can only modify/delete their own Brand Lifts. ## How can I delete a Brand Lift ? You can delete any Brand Lift as long as the answers collection has not started. Go to your Home page, find your Brand Lift and click on the options “...”’ > delete.
**⚠️This action is irreversible.**

💡 When you delete a submitted Brand lift, the deducted measurement is automatically re-credited to your balance. 👋 If you don't find your answer, feel free to reach out to for further consideration ! ## 🚀 Related articles * [How to set up a Brand Lift ?](/launch/the-set-up/how-to-set-up-a-brand-lift) * [Which Happydemics template should I choose?](/launch/the-set-up/which-happydemics-template-should-i-choose) * [How to launch a brand lift with a custom KPIs combination?](/launch/the-set-up/how-to-launch-a-brand-lift-with-a-custom-kpis-combination) # I don’t have 100k unique users, what can I do ? What happens if my campaign doesn’t reach 100k unique users ? You’ve launched your BL but the 100 000 unique users requirement is not reached before answers collection starts. ## With exposure data : batch or pixel We could not reach the 100k UU required. It can be explained by : * Not enough [IDFAs or IP addresses](https://support.happydemics.com/launch/exposure-data/how-to-add-my-exposure-data/id-batch) provided in the setup * The campaign impressions were too little * The campaign budget wasn’t significant enough * We did not get consent from the users * Our pixel is not[ certified on publishers](https://support.happydemics.com/launch/exposure-data/how-to-add-my-exposure-data/pixel-retargeting/pixel-availability-across-publishers) In those cases we will use the most up-to-date provided aggregated exposure data.
**You can also :** * Contact if you have more data to provide * Contact if you expect to reach 100k UU after answers collection starts {% hint style="success" %} Keep in mind that we always have the possibility to rely solely on Ad recall in order to find respondents if we meet difficulties aggregating exposure data. Since our methodology doesn’t require any exposure data, we’ll still be able to find ad recallers and deliver your results. {% endhint %} ## Without exposure data Without exposure data, we’ll solely rely on [ad recall](https://support.happydemics.com/methodology/brand-lifts-by-happydemics/why-do-we-prioritize-ad-recall) in order to find respondents and no minimum impressions are expected in the setup. But make sure on your end that : * The campaign reached enough impressions * The campaign budget is significant to reach 100k UU * Your targeting is accurate
👋 If you don't find your answer, feel free to reach out to **** for further consideration !
🚀 Related articles * [TL;DR - Shortlist of needed elements](/launch/shortlist-of-needed-elements) * [How to set up a brand lift?](/launch/the-set-up/how-to-set-up-a-brand-lift) * [When and why do we use exposure data?](/launch/exposure-data/when-and-why-do-we-use-exposure-data) # Shortlist of needed elements Here are, in short, elements you need to run a Brand Lift. The following elements are the only mandatory requirements to prepare in order to run a Brand Lift on Happydemics platform.
1. [Your campaign goal](/launch/the-set-up/which-happydemics-template-should-i-choose) → what do you want to achieve with your measurement ? 2. [The broadcasting country](/broadcasting-countries) → you need to select one country and can specify cities and regions for it (100 000 inhabitants minimum) 3. The main competitors (7 maximum) 4. [The Media channels](/methodology/media-formats-and-targeting-strategies/media-channels-and-formats) on which your campaign will be broadcasted on and which you'd like to measure 5. Your campaign start and end dates (3 months long maximum) 6. [Your creative ](/launch/before-the-set-up/how-to-prepare-my-creative-s/media-insertion-standards) 7. Exposure data (not mandatory) 8. Campaign reach (100 000 unique users impressions minimum) ## Requirements for data exposure methods * Pixel : 100 000 unique users minimum * POI : 10 POI minimum * Audience sharing : 100 000 unique IP addresses, IDFAs or GAIDs 👋 If you don't find your answer, feel free to reach out to for further consideration !
## 🚀 Related articles * [How to set up a Brand lift ?](/launch/the-set-up/how-to-set-up-a-brand-lift) * [How to choose the right questionnaire and KPIs ?](/launch/the-set-up/how-to-choose-the-right-questionnaire-and-kpis) * [What do I need to launch a Brand lift ?](/launch/before-the-set-up/what-do-i-need-to-launch-a-brand-lift)
# Before the set up # What do I need to launch a Brand lift? To ensure a smooth setup and meaningful results, please have the following information ready before you launch your brand lift with Happydemics: * **Media campaign objective :** Start by clearly defining what you want to achieve with your campaign. This will guide you in choosing the best template for measuring your campaign’s performance using the right indicators. [This article will help you choose the right template accordingly.](/launch/the-set-up/which-happydemics-template-should-i-choose) * **Activated media to be assessed :** For the most accurate results, we recommend launching one brand lift per media channel. You can select up to 8 different media/channels, or the same media up to 8 times—for example, if you want to compare several creatives within one channel. * **Distribution area :** Let us know where your campaign will run geographically. * **Advertiser brand and competitors :** If your brand faces many competitors, focus on those that offer products directly competing with yours, as the advertised product will be the reference point for competitor selection. To make your survey more interactive and accurately assess creative attribution, please provide your brand and its main competitors (up to seven). * **Activation dates for the assessed media :** Brand lifts are designed to measure specific media activities. Be sure to set your brand lift on the exact activation dates of the media you’re assessing—not the entire campaign’s dates. * **Media budget :** While not required for launching a brand lift, sharing your media budget can help us provide deeper insights. Knowing your budget lets you compare your campaign with others in a similar range and discover new ways to optimize your results. * **Campaign reach :** Like budget, information on your campaign’s reach helps ensure relevant benchmarking. A minimum of 100,000 unique impressions per media is required. * **Creative assets to test :** Get your creative materials ready for evaluation as part of your brand lift. [This article will help you prepare your creative(s).](/launch/before-the-set-up/how-to-prepare-my-creative-s) * **Preferred analysis language:** Choose your preferred language for the results report—think about who you’d like to share the findings with. * **Core target:** Specify your campaign’s core target audience so we can tailor reporting and help you focus on the most important results. This doesn’t mean all respondents will fit this group, but it makes filtering your data easy. The collected audience will mirror your media targeting. ## **Editing your brand lift setup** You can update any of the above details up to the day before your brand lift launches (or until 70% of the campaign setup is complete). The launch date is visible in the "Status" column of the Happydemics platform. We’ll also send you a reminder email 24 hours before launch, so you can check and adjust your information if needed. Please note, after this deadline, changes can no longer be made. If anything needs to be corrected after this point, you’ll need to create a new brand lift, which will be counted against your subscription. # When to schedule my Brand lift? For the most accurate results, we recommend scheduling your brand lift as soon as you have gathered your campaign details. This allows us to begin measuring at around 70% completion of your campaign, **helping to create relevant and reliable benchmarks**. Once your measurement is submitted, the launch date will be visible in your dashboard, and you’ll also receive an email confirmation. ## Special considerations ### **If you’re launching your brand lift without exposure data:** You can set up your brand lift **either before or after your campaign reaches 70% distribution**. If the measurement is programmed at 70% completion or later, your brand lift will launch the day after submission. Keep in mind: the later the brand lift is launched, the higher the risk of compromising data quality. ### **If you’re using a data file (POIs, framework, or batch):** Brand lift can be scheduled **before or after your campaign hits 70% distribution**. If you provide a data file (such as a POI, distribution framework, or ID batch) before data collection begins (at 70% of the campaign), we’ll use this information for measurement. Otherwise, the launch will proceed without the additional data. ### **If you launch your Brand lift using the Happydemics pixel** We highly recommend scheduling your brand lift as soon as your campaign information is available—the earlier, the better. This helps ensure we reach the target of 100,000 exposed individuals and can start gathering respondents, ideally at the 70% campaign mark.\ If you haven’t reached 100,000 impressions by launch day, we’ll continue tracking until your campaign ends to reach this threshold and maximize data quality. Still, launching later in the campaign carries a greater risk for data reliability. \ **Please note:** Once data collection has started, we’re unable to add new elements for determining individual exposure. # Can I launch a brand lift if my campaign is over? Great question ! Yes, it’s possible to launch a Brand Lift even if your campaign is already over. However, there are a few guidelines to follow. Ideally, you should launch your Brand Lift once your campaign reaches around 70% completion. But sometimes, you might receive a late request to run a Brand Lift. In that case, we can still proceed, but keep in mind that: * We recommend not launching a Brand Lift **if the campaign ended more than one month ago**. Beyond that, ad recall tends to be too diluted to generate meaningful insights. * As always, you need to have reached **100,000 unique impressions** to run the Brand Lift. * It will take **longer to collect responses** and to obtain a full report. And that’s it!\ :wave: If you don't find your answer, feel free to reach out to for further consideration ! ### 🚀 Related articles * [Who are our respondents?](/methodology/happydemics-respondents/who-are-our-respondents) * [The set-up](/launch/the-set-up) * [What do I need to launch a Brand lift?](/launch/before-the-set-up/what-do-i-need-to-launch-a-brand-lift)
# KPI question list per template All the question related to our KPIs Would you like to know exactly which questions are asked to respondents in our template? You’ll find the full list below:
{% hint style="info" %} Feel free to click on the templates' titles to access detailed explanation. {% endhint %} #### [Funnel Overview](https://happydemics.com/en/essential-templates/standard?_gl=1*15ci4yr*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) | Ad Recall | Do you remember seeing this ad? | | ------------- | ----------------------------------------------------------------------------- | | Interest | To what extent are you interested in this ad? | | Attribution | In your opinion, this ad is for: | | Brand Image | This is an advertisement for %brand%. What image does it give you of %brand%? | | Consideration | In the future, would you consider %brand%? | #### [Sales Generation](https://happydemics.com/en/essential-templates/business?_gl=1*192f93s*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) | Ad Recall | Do you remember seeing this ad? | | ------------------ | -------------------------------------------------------------------- | | Interest | To what extent are you interested in this ad? | | Attribution | In your opinion, this ad is for: | | Consideration | In the future, would you consider %brand%? | | Purchase Intereste | Do you intend to buy a product or a service from %brand% these days? | #### [Brand Visibility](https://happydemics.com/en/essential-templates/visibility?_gl=1*enm1rq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) | Preference | Which of these brands do you prefer? | | ----------------- | ------------------------------------------ | | Ad Recall | Do you remember seeing this ad? | | Attribution | In your opinion, this ad is for: | | Brand Familiarity | How familiar are you with %brand%? | | Consideration | In the future, would you consider %brand%? | #### [Brand Perception](https://happydemics.com/en/essential-templates/perception?_gl=1*enm1rq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) | Ad Recall | Do you remember seeing this ad? | | -------------------- | ----------------------------------------------------------------------------- | | Ad Likeability | Would you say you like this ad? | | Attribution | In your opinion, this ad is for: | | Brand Image | This is an advertisement for %brand%. What image does it give you of %brand%? | | Specific Brand Image | This is an advertisement for %brand%. What image does it give you of %brand%? | #### [Creative Effectiveness](https://happydemics.com/en/essential-templates/creative?_gl=1*net7t1*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) | Ad Recall | Do you remember seeing this ad? | | -------------- | -------------------------------------------------------- | | Ad Likeability | Would you say you like this ad? | | Ad Perception | In your opinion, this ad is: | | Ad clarity | Do you find this advertisement clear and understandable? | | Attribution | In your opinion, this ad is for: | #### [Message Relevance](https://happydemics.com/en/essential-templates/values?_gl=1*192f93s*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) | Ad Recall | Do you remember seeing this ad? | | -------------------- | ----------------------------------------------------------------------------- | | Interest | To what extent are you interested in this ad? | | Clarity | Do you find this advertisement clear and understandable? | | Specific Brand Image | This is an advertisement for %brand%. What image does it give you of %brand%? | | Brand Familiarity | How familiar are you with %brand%? | #### [Drive To Store](https://happydemics.com/en/essential-templates/drive-to-store?_gl=1*1748uzq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) | POS Awareness | Which of the following stores are located at a suitable distance from your home? | | ------------- | -------------------------------------------------------------------------------- | | Ad Recall | Do you remember seeing this ad? | | Attribution | In your opinion, this ad is for: | | Consideration | In the future, would you consider %brand%? | | POS Intent | Have you visited or do you intend to visit %brand% to purchase a product? | #### [Audience Attention](https://happydemics.com/en/essential-templates/attention?_gl=1*192f93s*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) | Ad Recall | Do you remember seeing this ad? | | -------------------- | -------------------------------------------------------------------- | | Ad Format Perception | In your opinion, this ad format is: | | Clarity | Do you find this advertisement clear and understandable? | | Attribution | In your opinion, this ad is for: | | Purchase Intent | Do you intend to buy a product or a service from %brand% these days? | 👋 **Still have questions?** Feel free to reach out to us at **** — we’ll be happy to help!
## 🚀 Related articles [Which Happydemics template should I choose?](/launch/the-set-up/which-happydemics-template-should-i-choose) [What do I need to launch a Brand lift?](/launch/before-the-set-up/what-do-i-need-to-launch-a-brand-lift) [How to prepare my creative(s)?](/launch/before-the-set-up/how-to-prepare-my-creative-s)
# How to prepare my creative(s)? Because our methodology focuses on ad recall, every brand lift you launch with Happydemics requires a creative asset. This creative is shown to respondents as part of the contextualized ad recall question, making it an essential part of the survey experience.

Preparing and submitting the right creative is a crucial step, so it’s important to give it special attention.\ This section of the Help Center is here to guide you through the process and help ensure your creative asset is set up for success. # Media Insertion Standards To make sure your creative is uploaded without a hitch, please check that your file meets these requirements: #### **Supported file types** * Images: .png, .jpeg, .jpg, .gif * Audio: .mp3, .mp4, .wav * Video: .mp4 #### **Video guidelines** * Maximum length: 30 seconds * File size: Up to 5MB * Format: Only MP4 is supported #### **Image and GIF guidelines** * File size: Up to 1MB {% hint style="success" %} **Size optimization tool :** You can upload heavier files for videos and images : up to **15MB**. The platform will automatically reduce the size to **5MB**. {% endhint %} #### **Tips if your file won’t upload** Don’t worry : here are a few quick adjustments you can try if your file doesn't meet the requirements: * Convert the video to a GIF * Shorten the video duration * Adjust playback speed * Compress the file size * Slightly reduce the video quality These changes are easy to make with free online tools like Convertio, Ezgif, or similar—especially for short videos. If you need extra help, feel free to reach out to our support team! # Creative contextualisation We recommend contextualizing the visuals you add to best represent the distribution environment of your advertising campaign. This establishes the creative in its environment and highlights the situation for respondents. It’s a win-win situation: the visual’s contextualization increases the precision and reliability of the results. It also enables the respondent to evaluate the environment, and therefore the format, as part of the creative assessment.

### **What does this mean in practice?** * For display campaigns, showcase the specific format (such as a banner, wrap, interstitial, or rich media) directly in your uploaded visual—not just the creative itself. * For DOOH or OOH, specify if your campaign appeared mainly in outdoor, transport, retail, or event spaces. * For OLV or CTV, make it clear whether your campaign ran as in-stream or out-stream video. * For in-game ads, indicate if you used rewarded ads, native placements, or rich media formats. * For social ads, upload a visual that shows exactly where the ad appears—carousel, in-feed, or short video (Story, Reel, etc.), depending on the campaign. ### Be extra careful about your ad visibility While it’s important to add context, make sure your creative remains clearly visible—especially for formats like display or in-game ads, where too much background detail can make the ad itself harder to see. For the best results, consider using a GIF that alternates between your ad in its real-life context and a close-up of the creative. This way, respondents can experience both the environment and the details of your ad, giving you the most valuable feedback on your campaign’s performance. # How to manage a campaign with multiple creatives? It’s common for a media campaign to use several creative assets—each one tailored by product, audience, media type, or distribution area. ### **How to handle multiple creatives** * If your campaign includes several creative assets, we recommend launching a separate brand lift for each one. This is the only way to accurately compare how well each creative performs. * ⚠️ Each creative must reach at least 100,000 unique exposed individuals to be eligible for measurement. * If you have several static creatives—such as in OOH or display—you can combine them into a single GIF for use in your Happydemics survey. Just keep in mind you won’t be able to compare the results of each individual creative in this setup. * If your budget doesn’t allow for a separate brand lift per creative, or for creating a GIF of static creatives, we suggest using the original version or the creative that’s been shown most often. ### **Media insertion guidelines** * Accepted file formats: .png, .jpeg, .jpg, .gif, .mp3, .mp4, .wav * Videos may be up to 30 seconds long. * The maximum file size is 1 MB for static images or GIFs and 5 MB for videos. If you have any questions or need help deciding on the best approach, our team is always here to help! ### 🚀 Related Articles [Media Channels and formats](/methodology/media-formats-and-targeting-strategies/media-channels-and-formats) [Creative contextualisation](/launch/before-the-set-up/how-to-prepare-my-creative-s/creative-contextualisation) [How to prepare my creative(s)?](/launch/before-the-set-up/how-to-prepare-my-creative-s)
# The set-up # How to set up a brand lift? Ready to get started?\ Click the **"Let’s go!"** button below to discover everything you need to know to set up your Brand Lift with confidence. {% @arcade/embed flowId="78wzxeYVsmuk98muycOH" url="" %} # How to choose the right questionnaire and KPIs? When launching a brand lift with Happydemics, you have two main options to design your questionnaire: ## 1. Use a Pre-defined Template – Happydemics Templates Our Happydemics templates are designed to cover the most common campaign goals. They're ready to use, time-efficient, and based on proven structures—ideal for measuring creative impact, brand visibility, and more.

## 2. Build a Custom KPI Combination Prefer a more tailored approach? You can select your own KPIs—5 by default, up to 7 with boosts—from our library of 20+ indicators. This option is perfect if you or your clients have specific goals in mind.

## Ask Yourself the Right Questions Before choosing a setup, take a moment to reflect on your campaign’s intent: ### What is the primary objective of my campaign? Are you looking to measure brand visibility, evaluate creative effectiveness, or drive action? If your goals align with common use cases, Happydemics templates are a great fit. They not only save time but also enable easy benchmarking within our Analytics feature, letting you compare results objective by objective with other campaigns.[ Learn about how to choose the right template here.](/launch/the-set-up/which-happydemics-template-should-i-choose) ### Do I need a specific combination of KPIs? If your campaign requires a unique approach—or your client has specific expectations—a custom questionnaire is your best option. You can even save your custom setup as a template, making it easy to reuse across your organization. [Learn more about it here.](/launch/the-set-up/how-to-launch-a-brand-lift-with-a-custom-kpis-combination) ### Need Help Deciding? Still unsure? Our team is here to help you choose the most relevant approach for your campaign goals. Don’t hesitate to reach out or explore the detailed guides linked above. # Which Happydemics template should I choose? When setting up a Brand Lift with Happydemics, you have the opportunity to save time and leverage our expertise by selecting one of our 8 pre-made Happydemics templates. Each template includes five KPIs (ad recall being always included), carefully selected by our Insight team, to help answer a specific marketing objective.

By choosing one that fits your needs: * you benefit from a faster and easier set-up, * a KPI selection aligned with your goals, * the possibility to analyse your performance based on each template’s objectives when your campaign is over, allowing you to understand your strengths and weaknesses on each objectives. We’ve created a decision tree to help you choose the most relevant template for your campaign:

You’ll also find below more details on each Happydemics template: #### [Funnel Overview](https://happydemics.com/en/essential-templates/standard?_gl=1*15ci4yr*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) The Funnel Overview template is our most versatile option. It’s designed to give you an overall picture of your campaign’s performance. It includes some of the most commonly used KPIs, making it easy to benchmark your results against Happydemics norms. ***Perfect if you’re unsure where to start or want a well-rounded perspective.*** #### [Creative Effectiveness](https://happydemics.com/en/essential-templates/creative?_gl=1*net7t1*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) The Creative Effectiveness template focuses on how your creative content is perceived by those who recall seeing your campaign. It’s perfect if you’ve been involved in the creation of the ad or if your client wants to understand the impact of the creative itself. ***Great for validating the impact of your creative content.*** #### [Brand Visibility](https://happydemics.com/en/essential-templates/visibility?_gl=1*enm1rq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) The Brand Visibility template helps you understand how your campaign builds familiarity with your brand. It looks at how well the campaign strengthens the connection between your brand and your audience. ***A great choice if your main goal is to boost brand exposure.*** #### [Brand Perception](https://happydemics.com/en/essential-templates/perception?_gl=1*enm1rq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) The Brand Perception template allows you to dig deeper into how your campaign shapes the way people see your brand. It helps measure both the overall image and more specific brand attributes that matter to you. ***Choose this if you want to reinforce or shift your brand identity.*** #### [Audience Attention](https://happydemics.com/en/essential-templates/attention?_gl=1*192f93s*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) The Audience Attention template is designed to evaluate how well your campaign captures attention. It measures your campaign’s ability to stand out and spark interest from your audience, which is key when you want to drive initial engagement with your brand. ***Ideal in fast-paced or highly competitive environments.*** #### [Message Relevance](https://happydemics.com/en/essential-templates/values?_gl=1*192f93s*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) The Message Relevance template focuses on how clearly and effectively your message comes across. It helps you understand if your audience is grasping what you want to communicate and whether that message helps reinforce brand familiarity. ***Great for validating messaging or campaign claims.*** #### [Drive-to-Store](https://happydemics.com/en/essential-templates/drive-to-store?_gl=1*1748uzq*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) The Drive-to-Store template helps measure how well your campaign drives foot traffic to physical locations. It’s ideal for retail brands or food service chains with brick-and-mortar stores. If your objective is to connect your brand communication with real-world action, this template gives you the insights you need. ***Best for campaigns aiming to link communication with foot traffic.*** #### [Sales Generation](https://happydemics.com/en/essential-templates/business?_gl=1*192f93s*_up*MQ..*_ga*MTEzMzYyOTg1Mi4xNzY5NTAzODA0*_ga_783Y6PDX0G*czE3Njk1MDM4MDQkbzEkZzAkdDE3Njk1MDM4MDQkajYwJGwwJGgw) The Sales Generation template is built to assess how your campaign impacts purchase intent. It focuses on whether your messaging helps influence consumer decisions and encourages them to take action. ***Choose this if your goal is to understand the campaign’s role in driving sales.*** 👋 If you don't find your answer, feel free to reach out to **** for further consideration ! # How to launch a brand lift with a custom KPIs combination? When launching a Brand Lift with Happydemics, you’re free to go beyond our ready-to-use Happydemics templates and create your own combination of KPIs. This option is ideal if you have specific campaign goals, internal frameworks to follow, or simply want more flexibility in how you measure performance. Creating a custom setup allows you to select the KPIs that best match your objectives—while still benefiting from the simplicity of our platform. Here’s how to build your own KPI combination, step by step: ## Step-by-Step: Building Your Custom KPI Set ### 1. Start a New Brand Lift When you begin the creation process, you'll be taken to a screen where you can either select a pre-defined template or build your own KPI combination. ### 2. Choose “Custom Combination” At the top of the page, click the “Custom combination” block.

A pop-up window will open, showing you the different KPIs available in our catalog. By default, you can select up to 4 KPIs. If you’d like to go further, you can also add 2 extra KPIs as boosts.\ *👉 Note: Ad Recall is always included by default in every Brand Lift.*

### 3. Explore KPI Options You can hover over the eye icon next to each KPI to access detailed information, including: * A description of the KPI * The question wording * The type of question * The answer format

If you need a full overview of our KPIs and tips to optimize performance, this document will be helpful:
{% file src="/files/Ncnz2eztsdxqbcwfUO7C" %} ### 4. Add Boost KPIs (Optional) You can choose up to 2 additional KPIs as boosts, at an extra cost of €200 each.\ *💡 Any additional costs will be clearly displayed before you proceed.*

### 5. Finalize Your Selection Once you’ve chosen your KPIs, you can either save your selection as a custom template or simply move forward without saving. Saving it as a template makes it available to everyone in your organization and can be especially useful if you plan to reuse the same combination. You can create up to five custom templates per organization, and only the creator or an admin can make changes to it later. If you don’t need to save it, no problem — just confirm your selection and continue with the Brand Lift setup. ### What’s Next? Once your KPI selection is complete, you’ll move on to the next stage of your Brand Lift setup.
# How to create a "multi" brand lift Create a multichannel Brand lift the same way you would a singlechannel Brand lift. It involves the same steps. What’s different is that in the “Media” step, you’ll be able to select multiple media. ### Media selection At this stage, you can choose as many media as you want.

### Configuration In addition to the general campaign information, you’ll need to provide ad-specific information for each media. Ad information are : campaign dates, media budget, reach & creative. ### Validation and usage The number of measurements deducted for your multichannel Brand lift will be indicated in the ”Plan & Usage” section. \ Please note : One measurement is charged for each media. A Brand lift can therefore be made up of several measurements. Please take this information into account when calculating your organization’s measurement balance. ### Launch and follow-up Once your Brand lift has been submitted and launched, you will be able to chose the retargeting strategy if relevant. (Retargeting pixel, Audience sharing, POI, etc...)\ The methods available depends on the selected media.\ You can then track its progress in the overview. You’ll find the status of each measure by media on the left-hand side. \ Note: you can have several different statuses within a single Brand lift.\ For example, media with actual exposure may require pixel integration. Its status will then be ” Pending exposure data “. You may also have a media using the recall method running at the same time. In this case, its status will be “Ready for data collection”. \ For further details, please refer to the blue frame in the “Overview” tab on the overall status of your Brand lift.

# How to manage a multilingual campaign? A sample of respondents by language Brand lift collects the opinions of individuals exposed to an advertising message to assess its effectiveness. A Brand lift = a sample of respondents = a survey = a language. Therefore, a sample of respondents is made up of individuals speaking a single language. ### Applicable rules * If a campaign is run in several countries, a Brand lift is required for each country; * If a campaign is run in several languages, a Brand lift is required for each language; * If a campaign is run in a multilingual country, such as Canada or Belgium, with several official languages, a Brand lift must be run for each language; ⚠️ **Note: In the specific case of multilingual countries, 100k unique exposures per language are required to launch a Brand lift.** {% hint style="info" %} **For example:** If I run a campaign in a country with several official languages, can I run a single Brand lift in English? No, if there's one creative per language spoken, there must be one Brand lift per language. Otherwise, the results will be biased, as only the English-speaking part of the population will be able to respond. The answers will not be representative of the country, but of a part of the population. {% endhint %} * The Brand lift must be delivered in the country's official language; {% hint style="info" %} **For example:** If I run a campaign in Spanish for California, can I do a Brand lift in Spanish? The official language in the United States is English, so if the Brand lift is run only in Spanish, Happydemics will bear the full weight of the campaign's targeting. The Brand lift must be run in the country's official language, English in this example. {% endhint %} * If several creatives are used in different languages, a Brand lift must be launched for each creative, i.e. one Brand lift per language. # How can I previsualise the survey ? Learn how to previsualise and share the survey with your clients Sometimes, you need to make sure how the Brand Lift will look in its live environment, or you may simply want to share the preview with your client. Good news — it’s possible! Here’s how. ## Previewing the survey To preview the survey, you first need to complete all the required fields. Once everything is filled in, you’ll land on the Overview page. On the right-hand side of the page, you’ll see a “Preview” button.

From there, you can preview the Brand Lift in English (default) or in the broadcasting language, in this example French.

You can also share the preview link. This allows anyone with the link to view the survey preview — without being able to edit the Brand Lift. [See an example right here](https://happydemics.com/overview/03b2d7ab-f2e2-47b9-b764-86834ef28552/en) 👋 **Still have questions?** Feel free to reach out to us at **** — we’ll be happy to help! ### 🚀 Related articles * [What do I need to launch a Brand lift?](/launch/before-the-set-up/what-do-i-need-to-launch-a-brand-lift) * [When to schedule my Brand lift?](/launch/before-the-set-up/when-to-schedule-my-brand-lift) * [How to prepare my creative(s)?](/launch/before-the-set-up/how-to-prepare-my-creative-s)
# Survey customisation While the wording of our KPIs, socio-demographic, and profile questions is fixed—to ensure consistent and reliable benchmarks—you still have options for customization to help tailor your survey to your needs. This section will guide you through the available ways to personalize your brand lift experience. # How to add KPIs? By default, a brand lift includes five indicators (including ad recall). However, you have the flexibility to add up to two additional KPIs to your brand lifts. Each extra indicator costs €200. Any additional costs will be clearly displayed before you proceed. **How to add KPIs:** * **Using a Happydemics template:** Simply click on "Add KPIs" within your chosen template. In this case, you’ll have the option to select from several recommended KPIs that are tailored to the objective of the template. Please note that you won’t be able to choose just any KPI from our full catalog—only those best suited for each template are available. This approach helps ensure coherence and consistency within every Happydemics template.

* **Selecting a custom KPI combination:** If you prefer a custom setup, you can build your own brand lift by choosing up to seven KPIs from our full catalog. You can select up to two additional KPIs as boosts, with each extra KPI available for €200. [You'll find more information here.](/launch/the-set-up/how-to-launch-a-brand-lift-with-a-custom-kpis-combination)

**Please note:** The KPIs you select will be applied to every brand lift you launch within the same campaign. For example, if you want to compare multiple media, platforms, or creatives in a single dashboard, each brand lift will include the same set of KPIs. As a result, any additional costs for KPI boosts will be multiplied based on the number of brand lifts in your campaign. # Can I add my own custom questions? How to create custom questions ? For more flexibility in your Brand Lift setups, you can create your own custom questions and add them in your surveys. The **Questions Bank** contains pre-existing Happydemics [profiling questions](/launch/survey-customisation/how-to-add-a-profiling-question) as well as your own custom questions. Each custom question added in a survey will be invoiced 200€. \ ⚠️ Please keep in mind that you are entirely **responsible for the questions you create,** their wording and translations. Happydemics cannot be held responsible for any issues regarding them. ⚠️Please note that we **don’t guarantee a specific number of respondents** on each answers for these questions and that [**benchmarks**](/analysis/brand-lift-results/how-to-read-benchmark-results) **won’t be available.**
Each custom question can be saved and reused across surveys. They will be available in a **Questions Bank > My Questions for all future Brand Lifts.**

## How to create a custom question ? When setting up your Brand Lift, go to the **Boosts tab > Additional questions > Add questions** and choose My questions in the **Question Bank > + New custom questions** **Fill in the questionnaire** : * **Tag:** It helps to identify the question in the Questions Bank (not mandatory) * **Type:** single choice, multiple choices or scale question * **Position:** right after age/gender or at the end of the survey * **Question :** Add the question and answers in english (mandatory) and translation in the broadcasting language * **Add “None” option** (“None of the above” answer) in last position (not mandatory) * **Randomize answers** (not mandatory)

## How many languages can I add ? Technically, you are limited to 10 languages per custom question. But since our platform supports 30 languages, feel free to reach out to if you’d like to add more.
## How many answers can I add ? You can add between 2 and 7 answers.
## How many custom questions can I add per survey? You can add 3 questions maximum, including Happydemics profiling questions and/or custom questions. ## What is the character limit for questions/answers? Questions cannot exceed 160 characters and one answer cannot exceed 70 characters. ## Where should I place my question in the survey? * For profiling questions: at the beginning of the survey (after age/gender) * For other questions (about brand, product, market..): at the end of the survey to avoid bias.
## Can I custom scale answers? No, it is not possible at the moment. The default wording is : “Not al all” → “Absolutely” ## Who can create/modify custom questions? Authors and admins can control all questions, including those created by others. Members users can only edit/delete their own questions.
## Can I add custom questions to a custom KPIs template ? It is not possible at the moment.
## Can I duplicate a question ? No, not at the moment.\ \ \ 👋 If you don't find your answer, feel free to reach out to **** for further consideration !
## 🚀 Related articles * [How to choose the right questionnaire and KPIs?](/launch/the-set-up/how-to-choose-the-right-questionnaire-and-kpis) * [How to launch a brand lift with a custom KPIs combination?](/launch/the-set-up/how-to-launch-a-brand-lift-with-a-custom-kpis-combination) * [How to set up a brand lift?](/launch/the-set-up/how-to-set-up-a-brand-lift) # How many KPIs can I add in a Brand lift ? The maximum number of questions you can add to a Brand lift. When [setting up](https://support.happydemics.com/launch/the-set-up/how-to-set-up-a-brand-lift) a Brand lift on Happydemics, you can include **up to 12 questions** in total in your questionnaire. This limit helps ensure: * high response quality * smooth and timely data collection * a good user experience for respondents ### Standard questionnaire structure (included by default) Whether you choose a [Happydemics template](https://support.happydemics.com/launch/the-set-up/how-to-choose-the-right-questionnaire-and-kpis) or build a [custom template](https://support.happydemics.com/launch/the-set-up/how-to-launch-a-brand-lift-with-a-custom-kpis-combination), the standard questionnaire structure (at no additional cost) includes: #### 3 mandatory questions These questions are always included: * Ad Recall * Age * Gender

#### KPIs included **Between 1 and 4 KPIs**, depending on the selected template or custom setup This standard structure already allows you to measure campaign performance reliably. ### Adding additional KPIs If your objectives require deeper analysis, you can enrich your questionnaire: #### With additional KPIs * For any template that includes 4 KPIs, you can add **up to** [**2 additional KPIs**](https://support.happydemics.com/launch/the-set-up/how-to-launch-a-brand-lift-with-a-custom-kpis-combination) (€200 each) * This allows for more **granular insights** while keeping the questionnaire concise

#### With boosts & custom questions In the Boosts tab, you can further customize your study and add **up to 3 additional questions** (200€ each). These can be: * [Custom questions](https://support.happydemics.com/launch/survey-customisation/can-i-add-my-own-custom-questions) * [Profiling questions
](https://support.happydemics.com/launch/survey-customisation/how-to-add-a-profiling-question) Boosts are ideal when you need **extra insights** beyond standard KPIs, without compromising data quality.

👋 If you don't find your answer, feel free to reach out to **** for further consideration ! ### 🚀 Related articles * [How to launch a brand lift with a custom KPIs combination?](/launch/the-set-up/how-to-launch-a-brand-lift-with-a-custom-kpis-combination) * [How to choose the right questionnaire and KPIs?](/launch/the-set-up/how-to-choose-the-right-questionnaire-and-kpis) * [Can I update or delete my Brand lift ?](/feasibility/can-i-update-or-delete-my-brand-lift) ###
# How to customise the Consideration and Purchase intent KPIs? You have the flexibility to choose the action verb that best fits your brand, product, or service for the Consideration and Purchase Intent indicators. **Here’s a quick reminder of what these indicators measure:** * **Consideration** looks at how recalling your ad influences whether people would consider your brand as an option for their needs. * **Purchase intent** measures the effect of your ad on how willing someone is to make an immediate purchase (or take a similar meaningful action) related to your brand. When setting up your brand lift, you can select from a variety of action verbs that suit your campaign—such as buy, subscribe, visit, offer, join, download, book, use, or consider. Your chosen words for consideration and/or purchase intent will be used directly in the survey questions to create the most relevant and authentic experience for your respondents.

**For example:** * If the campaign is about the city of “Paris”, you could choose:\ *In the future, would you consider **visiting** Paris?*\ *Today, do you intend **to visit** Paris?* * If the campaign is about a music streaming platform / app such as “Deezer”, you could choose:\ *In the future, would you consider **subscribing** to Deezer?*\ *Do you intend **to subscribe** to Deezer today?*\ or\ *In the future, would you consider **downloading** Deezer?*\ *Today, do you intend **to download** Deezer?* Remember, the most suitable action verb will depend on your campaign’s objective, your brand, product, service, specific offer, and context. We offer a variety of options that fit most industries. If you prefer, you can also choose a more general wording for these indicators that works across most brands or products.\ Here’s the full list of available phrases: **Here’s the full list of available phrases:** | **Verb** | **Buy** | | ------------- | --------------------------------------------------------------------------------- | | Consideration | In the future, would you consider buying \[brand/product]? | | Intent | Today, do you intend to buy \[brand/product]? | | **Verb** | **Suscribe** | | Consideration | In the future, would you consider subscribing to \[brand/product]? | | Intent | Today, do you intend to subscribe to \[brand/product]? | | **Verb** | **Visit** | | Consideration | In the future, would you consider visiting \[brand/product]? | | Intent | Today, do you intend to visit \[brand/product]? | | **Verb** | **Give as a gift** | | Consideration | In the future, would you consider giving \[brand/product] as a gift? | | Intent | Today, do you intend to give \[brand/product] as a gift? | | **Verb** | **Sign up** | | Consideration | In the future, would you consider signing up to \[brand/product]? | | Intent | Today, do you intend to sign up to \[brand/product]? | | **Verb** | **Download** | | Consideration | In the future, would you consider downloading \[brand/product]? | | Intent | Today, do you intend to download \[brand/product]? | | **Verb** | **Book** | | Consideration | In the future, would you consider booking via \[brand/product]? | | Intent | Today, do you intend to book via \[brand/product]? | | **Verb** | **Use** | | Consideration | In the future, would you consider using \[brand/product]? | | Intent | Today, do you intend to use \[brand/product]? | | **Verb** | **Consider / Buy (generic version)** | | Consideration | In the future, would you consider \[brand/product]? | | Intent | Today, do you intend to buy a product or service from the brand \[brand/product]? |
# How to replace “brand” in selected KPIs ? For specific KPI questions, the **Configuration tab** you have the flexibility to choose the variant for "brand", that best fits the campaign. It ensures that the **wording perfectly matches** what the ad promotes to avoid any confusion for respondents in key KPI questions and capture the most relevant insights.

#### Affected KPIs : | **Personal interest** | Do you have a personal interest in the \[variant] featured in this ad? | | -------------------------- | ---------------------------------------------------------------------------- | | **Preference** | Which of these \[variant] do you prefer? | | **Spontaneous ad recall** | For which of these \[variant] do you remember seeing/hearing an ad recently? | | **Consideration (market)** | In the future which of these \[variant] would you consider …..? | #### List of variant available: * Tourism * Destination * Association * Event * Institution * Film * TV Show * Game * Product * Service

**For example:** * Do you have a personal interest in the **association** featured in this ad? * Which of these **TV shows** do you prefer? * For which of these **events** do you remember seeing/hearing an ad recently? * In the future which of these **destinations** would you consider …..?
👋 If you don't find your answer, feel free to reach out to **** for further consideration ! ### 🚀 Related articles * [How to choose the right questionnaire and KPIs?](https://support.happydemics.com/launch/the-set-up/how-to-choose-the-right-questionnaire-and-kpis) * [How to launch a brand lift with a custom KPIs combination?](https://support.happydemics.com/launch/the-set-up/how-to-launch-a-brand-lift-with-a-custom-kpis-combination) * [How to set up a brand lift?](https://support.happydemics.com/launch/the-set-up/how-to-set-up-a-brand-lift)

# How to add a profiling question? When setting up your brand lift, you have the option to add a profiling question for an additional cost of €200.

Our team of experts has carefully designed a library of profiling questions, so you can simply choose the one that best fits your needs. There are **over 200 profiling targets available, across more than 10 languages.\*\*** To add a profiling question, just select “Add a profiling question” while creating your measurement. You’ll then see a list of available options, allowing you to pick the category that most closely matches your target audience, or search directly by keyword. **Please note,** the proportion of your target audience that fits a specific profile (the "incidence rate") can vary. For this reason, we recommend considering an audience boost that aligns with your selected question. This helps ensure you’ll have enough responses to accurately understand your sub-target once your brand lift is complete. *** \*Please note: We are unable to take custom requests for new profiling questions at this time. **Currently supported languages for profiling questions include:** French, English, Spanish, Italian, Portuguese, German, Dutch, Chinese, Arabic, Japanese, and Korean. # How to add an audience boost? When you launch a brand lift, you have the option to add an audience boost. This not only gives you a larger number of respondents but also makes it easier to analyze your results and gain insights into specific sub-targets.

**You have two options:** * **Double your sample size :** for an additional cost of €1,000, you can double your sample from 250 to 500 respondents who recall your campaign. * This reduces the average margin of error by 30%, making your results more accurate and reliable. * Doubling your sample also improves your chances of gathering meaningful insights from your most-represented sub-targets. For example, if your core target makes up over 30% of the total audience, you’ll have around 90 respondents in your target group. * **Increase your sample size fourfold :** for an additional €2,000, you can quadruple your sample—reaching 1,000 respondents who recall your campaign. * This halves the average error margin, doubling the reliability of your results. * With a larger sample, you can also gather valuable insights into less-represented sub-targets. For example, if your main target group is over 15% of the total audience, you’ll have around 250 respondents in your target. * A bigger sample also allows for more in-depth analyses—you can explore response details, cross-reference indicators, and drill down to more granular insights. **Good to know:** The audience boost is applied per media. So, if your brand lift covers three media, the additional cost will be multiplied by three. *When you select your target, we’ll recommend the right boost to help you achieve your research goals.* # Can I edit my campaign's title ? Is it possible to customize the BL's title ? Your Brand Lift's title can be customized for better visibility. Rename it as you wish and find it easily in the **Homepage search bar.** ## Edit the title When creating your Brand Lift, click on t**he pen next to the BL title** and add the needed elements. {% hint style="warning" %} Keep in mind that the **brand name, country and date cannot be removed** and edition is only possible in the Brand Lift. {% endhint %} The template and the media channels chosen are displayed underneath.

## Filter per template In the Homepage, you can **filter your Brand Lifts by template** to display only those you need.

👋 **Still have questions?** Feel free to reach out to us at **** — we’ll be happy to help! ### 🚀 Related articles * [Can I update or delete my Brand Lift ?](/feasibility/can-i-update-or-delete-my-brand-lift) * [How to set up a brand lift?](/launch/the-set-up/how-to-set-up-a-brand-lift) * [What do I need to launch a Brand lift?](/launch/before-the-set-up/what-do-i-need-to-launch-a-brand-lift) # Exposure data # When and why do we use exposure data? Depending on the media channel you use in your campaign, it may be possible to “retarget” respondents who are likely to have been exposed to your ad. This can be done using tools such as tracking pixels, user IDs, broadcasting frameworks, or geographic coordinates. **Exposure data can be seen as:** * It helps reassure you and your clients about the ad recall status of respondents within a specific environment. * It increases the comparability between ad recall and non-ad recall respondents, since both groups are targeted with the same broadcasting strategies. **Please note:** when you provide exposure data, respondents collection is based on this data, including participants in the control group. This approach is different from most other brand lift providers. However, because our methodology is centered on ad recall, this is not an issue. Our goal is to measure the impact of **actually remembering an ad**, not just the effect of potential exposure. Depending on the media channels used in your campaigns, different types of exposure data may be available. The table below provides an overview of which data types you can use for each media channel.

# How to add my exposure data? After submitting your brand Lift, you have the flexibility to add your exposure data either immediately or at a later time. This step is optional, and we can still collect ad recall respondents without it. **Important:** We need to receive your exposure data before your brand lift is launched. If the data arrives later, we won’t be able to retarget exposed respondents directly. In that case, our trading team will work to ensure we still gather enough ad recall respondents (by default 250). *** **Step 1: Submit Your Brand Lift** Start by completing all the required information to create your brand lift. Once you have submitted it, you will be redirected to a dedicated page where you can upload your exposure data.

**Step 2: Add Exposure Data** On this page, you can select the type of exposure data available for each media channel in your campaign, or simply choose not to provide data if you prefer. If you need help deciding, this [article](/launch/exposure-data/when-and-why-do-we-use-exposure-data) offers detailed guidance on which types of data are compatible with each media channel. When you click on a specific data type, you will see additional information about the deadline for submitting your data and any special requirements you may need to meet.

**Need More Information?** For an in-depth explanation of each exposure data type, please visit their dedicated articles linked throughout this Help Center. \
# Pixel retargeting ## Interactive tutorial {% @arcade/embed flowId="vOKS44LqphsdDVX16phJ" url="" %} ## 1. Get your custom pixel from Happydemics’ platform After setting up and validating your Brand lift, go to the “Pixels” section to retrieve them. We provide pixels to be used on desktop, mobile or CTV environments, wherever your ads are displayed. The pixel collect IP addresses, Device ID, cookies... a single integration is therefore necessary.\ \ To streamline DSP integration, the pixels are generated in a DSP-specific format.No modifications are required. 1. Select from the list the DSP you want to run your ad campaign on; 2. If your DSP is not listed, select the “Other” option 3. Once the pixel has been generated, click on the “Copy” button to copy the pixel version adapted to your DSP.

2\. Embed your pixel directly within the DSP\ -------------------------------------------------------------------------------------------- ### *The DSP on which you will run your ad campaign is included in the list.* \ *The content of the pixel below is adapted for use within "TTD" DSP*\ *(The Trade Desk). Example :* `https://www.axprtbggl.com/ebeacon consent=%%TTD_GDPR_CONSENT_STRING%%&l=18489&m=i&redir=https%3A%2F%2Fwww.rtghd.com%2Febeacon%3Fconsent%3D%%TTD_GDPR_CONSENT_STRING%%%26l%3D18486%26m%3Du%26udid%3D%%TTD_DEVICEID%%%26redir%3Dhttps%253A%252F%252Fsecure.adnxs.com%252Fseg%253Fadd%253D36976425%2526gdpr_consent%253D%%TTD_GDPR_CONSENT_STRING%%`\ After retrieving your pixel: 1. Paste the pixel directly (without modification) into the pixel section of your DSP. 3\. Get your generic pixel from Happydemics’ platform\ ----------------------------------------------------------------------------------------------------- ### *The DSP on which you will run your ad campaign is not included in the list.* Once you have configured and validated your Brand lift, go to the "Exposure data" tab to retrieve it. We provide pixel for use on all desktop, mobile or CTV environments on which your ads are broadcasted. The pixel collect IP addresses, Devices ID, cookies... a single integration is required.\ Pixels generated by selecting the "Other/Don't know DSP" option are not adapted to the format of your DSP. Follow the steps below to simplify the DSP integration process. 1. If your DSP is not listed, select the “Other” option. 2. Once the pixel has been generated, look at the the macros in bold to simplify the integration step within the DSP. 3. Click on the "Copy" button to retrieve the pixel. 4. Indicate the DSP you use in the field provided. This will allow our teams to identify potential DSPs to add to the list.

4\. Update your generic pixel, then integrate it within the DSP\ --------------------------------------------------------------------------------------------------------------- ### *The DSP on which you will run your ad campaign is not included in the list.* It is therefore necessary to make the following changes before integration :\ Example : `https://www.axprtbggl.com/ebeacon?consent={{GDPR_CONSENT_STRING}}&l=18489&m=i&redir=https%3A%2F%2Fwww.rtghd.com%2Febeacon%3Fconsent%3D{{GDPR_CONSENT_STRING}}%26l%3D18486%26m%3Du%26udid%3D{{USER_ID}}%26redir%3Dhttps%253A%252F%252Fsecure.adnxs.com%252Fseg%253Fadd%253D36976425%2526gdpr_consent%253D{{GDPR_CONSENT_STRING}}` \ After retrieving your pixel: 1. Replace all the parts in bold:\ \- `{{GDPR_CONSENT_STRING}}` by your DSP's consent macro.\ \- `{{USER_ID}}` by your DSP's device ID macro. 2. Paste the adapted version of the pixel directly into the section of your DSP dedicated to pixels. *⚠️ To find out more about the DSP macro, please consult the DSP documentation or contact your account manager.* 5\. Embed your pixel into CM (Campaign manager)\ ----------------------------------------------------------------------------------------------- The content of the DV360 pixel shown below is generated for use with CM only. Example : `https://www.axprtbggl.com/ebeacon?consent=${GDPR_CONSENT_4594}&l=18489&m=i&redir=https%3A%2F%2Fsecure.adnxs.com%2Fseg%3Fadd%3D36976425%26gdpr_consent%3D${GDPR_CONSENT_550}`\ After retrieving your pixel: 1. Go to the CM platform, then create a new ad creative, and select the Vast (Video Instream) format. 2. Scroll to the bottom of the “Creative” page, and paste the pixel.

## 6. Get and embed your CTV pixel CTV pixels are generated following the selection of "Connected TV" media when configuring the Brand lift, and are adapted to this type of environment. Follow the steps below to simplify the process of integrating the CTV pixel within your DSP.

*`Brand lift Set up - "Media" selection step`* Once you have configured and validated your Brand lift, go to the "Exposure data" tab to retrieve it. We provide pixel for use on all desktop, mobile or CTV environments on which your ads are broadcasted. The pixel collect IP addresses, Devices ID, cookies... a single integration is required.\ Pixels generated by selecting the "Other/Don't know DSP" option are not adapted to the format of your DSP. Follow the steps below to simplify the DSP integration process. 1. Select from the list the DSP you want to run your ad campaign on. If your DSP is not listed, select the “Other” option 2. Once the pixel has been generated, look at the the macros in bold to simplify the integration stage within the DSP. 3. Click on the "Copy" button to retrieve the pixel. 4. Indicate the DSP you use in the field provided. This will allow our teams to identify potential DSPs to add to the list.

### *The DSP on which you will run your ad campaign is included in the list.* *The content of the pixel below is adapted for use within "TTD" DSP*\ *(The Trade Desk).* Example: `https://www.axprtbggl.com/ebeacon?consent={{GDPR_CONSENT_STRING}}&l=18930&m=i/` \ After retrieving your pixel : 1. Paste the pixel directly (without modification) into the pixel section of your DSP. ### *The DSP on which you will run your ad campaign is not included in the list.* Pixels generated by selecting the "Other/Don't know DSP" option are not adapted to the format of your DSP. Follow the steps below to simplify the DSP integration process.\ Example : `` After retrieving your pixel : 1. Replace the part in bold: `{{GDPR_CONSENT_STRING}}` by your DSP's consent macro. 2. Paste the adapted version of the pixel directly into the section of your DSP dedicated to pixels. ### ### *⚠️ Please note:* * It is not necessary to replace the consent macros if you are broadcasting your campaign in a zone outside the European Union.\ * Custom macros are generally mentioned in the DSP documentation. * DV360 does not allow user device IDs to be retrieved during an INAPP campaign. It is therefore not possible for Happydemics to retarget individuals exposed to your campaign. * If you have a VAST creative, the pixel must be integrated via the DSP CM (Campaign Manager). * If you use a VAST creative and your DSP does not allow you to implement the pixel directly, please integrate it into your adserver (dcm ..)\ * Embedding the retargeting pixel works the same way as for a regular impression pixel. Each DSP, ad-server or website specialized in managing advertising campaigns has a dedicated section for embedding the pixel.\ Once you’ve retrieved the pixel available on Happydemics’ platform, simply copy and paste it into the dedicated section of your ad-serving software. # Pixel availability across publishers Here is the list of publishers where Happydemics' pixel is available. Find below the list of publishers on which our retargeting pixel can collect data. {% hint style="warning" %} **Please note :** * The pixel **works by default for Display and Online Video** formats * If a publisher or a country is not listed, **it doesn't mean our pixel won't work**. It only means we've never tested. Our Team works daily on adding more certified publishers to the list. **We can run some tests if needed.** * **Our pixel works in theory on all DSP, except Amazon and social medias.** {% endhint %} {% hint style="danger" %} The only **limitations we can encounter are on CTV and audio** environnements, especially if the campaign runs on one specific publisher. But if the campaign is broadcasted on several publishers, even if some are not available, it won't be an issue. {% endhint %} 👋 If you don't find your publisher or broadcasting country in the list, feel free to reach out to **** for further consideration ! **Table legend :** ✅ : Available\ ❌ : Non available\ 🔄 : On-going ## CTV Publishers | PUBLISHER | REGIONS | AVAILABILITY | | ---------------------- | ------------------------------ | ------------ | | Molotov TV | France and Australia only | ✅ | | TF1 | Europe | ✅ | | Atresmedia | Europe | ✅ | | Mediaset | Europe | ✅ | | Free (Oqee Ciné) | Europe | ✅ | | SKY Media | Europe | ✅ | | Disney+/Hulu | North America, LATAM | ✅ | | Samsung TV / Ads | Europe | ✅ | | SevenOne | Europe | ✅ | | Canal+ | Europe | ✅ | | RTL Ad alliance | Europe | ✅ | | Stroer Digital Media | Europe | ✅ | | Pluto TV / Paramount | Europe and USA | ✅ | | Samsung TV Plus | Europe | ✅ | | LG Channels | Europe | ✅ | | Molotov | Europe | ✅ | | Plex | Europe, North America | ✅ | | Tubi | Europe, Australia | ✅ | | Discovery+ | Europe | ✅ | | Fanduel Sports Newtork | North America | ✅ | | Tastemade | North America | ✅ | | FRNDLY | North America | ✅ | | VIDAA | Europe | ✅ | | Titan OS | Europe (except the UK) | ✅ | | Tivo | Europe | ✅ | | Talk TV | Europe (except FR & DE) | ✅ | | Whale | Europe | ✅ | | Vizio | North America | ✅ | | Fox | North America | ✅ | | A\&E | North America | ✅ | | LG Ads | North America | ✅ | | Roku | North America | ✅ | | Directv | North America | ✅ | | Philo | North America | ✅ | | Scripps | North America | ✅ | | TCL | APAC (not available in Europe) | ✅ | | Samsung | APAC | ✅ | | Kayo Sports | APAC | ✅ | | SBS On Demand | APAC | ✅ | | Foxtel | APAC | ✅ | | Fetch TV | APAC | ✅ | | 10Play | APAC | ✅ | | 7Plus | APAC | ✅ | | Binge | APAC | ✅ | | Bloomberg | Europe (except UK), Australia | ✅ | | Xumo | UK and Autralia only | ✅ | | Equativ | Europe | ✅ | | Joyn | Europe | ✅ | | Nexxen | Europe | ✅ | | Rakuten | Europe | ✅ | | Amazon Ads | - | 🔄 | ## CTV - Forged consent The publishers listed below can be used for CTV. But an ***Addendum***** to the DPA needs to be signed beforehand**. Please contact **** for further consideration. | [Waipu.tv](http://Waipu.tv) | Europe | ✅ | | --------------------------- | ------ | - | | Pluto TV | Europe | ✅ | | Rakuten TV | Europe | ✅ | | Crunchyroll | Europe | ✅ | | Paramount+ | Europe | ✅ | ## CTV - Non available publishers

PUBLISHER	AVAILABILITY
Altice Media	❌
FranceTV	❌
DAZN	❌
vevo	❌
AMC	❌
News UK	❌
Talk TV	❌
Video Solutions AG	❌
Xiaomi	❌
Zeasn	❌
Fubo	❌
Univision	❌
MLB	❌
Wetv	❌

## Audio publishers

PUBLISHER	REGION	AVAILABILITY
Spotify (via TTD)	Europe	✅
DAX (via TTD)	Europe	✅
Octave (via TTD)	Europe	✅
RMS (via TTD)	Europe	✅
Acast	Europe, LATAM, MEA, NA, APAC	✅
Deezer	❌	❌

## Social media - Non available publishers | PUBLISHER | AVAILABILITY | | --------- | ------------ | | TikTok | ❌ | | Snapchat | ❌ | | Meta | ❌ | | Youtube | ❌ | #### 🚀 Related articles * [Can I run a Brand Lift without a pixel or data exposure ?](https://support.happydemics.com/launch/exposure-data/can-i-run-a-brand-lift-without-a-pixel-or-data-exposure) * [When and why do we use exposure data?](https://support.happydemics.com/launch/exposure-data/when-and-why-do-we-use-exposure-data) * [How to set up a brand lift](https://support.happydemics.com/launch/the-set-up/how-to-set-up-a-brand-lift) # How do I check if my retargeting pixel is embedded correctly? Your pixel is well-integrated when the first ID are displayed in the page *Result*, 12 to 24 hours after launching your measure. You can check the number of IDs or cookies on Happydemics, in the "Exposure data" tab of your measurement:

And get an overview of the data progression via the list of measurements and from the "Overview" tab of your measurement:

If you do not see any data, you can: * Go to you DSP and check if an error message is displayed You also can contact our team, that will help you resolve this issue. # Id Batch ### What is audience-sharing? An audience share is: * a list of IP addresses or * the list of IDFAs / GAIDs (unique device identifiers) of individuals who have been exposed to the ad during its broadcast. ### When to provide an audience-sharing file? At least 100,000 IP addresses or IDFA / GAID are required, to launch a Brand lift. You have up to the Brand lift collection start date, to share the complete list of IP, IDFA or GAID addresses, so that we can use the exposure data for the responses collection. ### How to upload an audience-sharing file? To provide a file for audience sharing, simply import the CSV file on Happydemics, by clicking on "Upload" as shown below. Only one file can be uploaded with the minimum audience required. You can download an example template with the required audience file format. Only files with the same format as the template and the minimum ID required will be accepted.

### How are audience-sharing files securely stored? Once imported, the file is stored in a secure environment on our servers. It will be automatically deleted at the end of the collection process. If you need to edit this file, please contact us. # POI (lat/long) What is a POI list ? A POI (Point of Interest) file is a list of the GPS coordinates of locations where your ad campaign is being displayed. ### How do we find respondents? We broadcast the questionnaires around these locations, starting with a radius of 100 meters around each POI. We target users connected to the Internet who have passed near these places. This is considered a **probable exposure**. The ad recall question will help filter the respondents to retain the 250 ad recallers who meet our [quality protocol](/methodology/happydemics-respondents/respondents-quality).
### When can I provide a POI list ? Uploading a POI file is only possible if you use [OOH](https://support.happydemics.com/methodology/media-formats-and-targeting-strategies/media-channels-and-formats/ooh$) or [DOOH](https://support.happydemics.com/methodology/media-formats-and-targeting-strategies/media-channels-and-formats/dooh) media (outdoor ads displayed on the street or digital screens). Please upload your file **before answers collection starts.** {% hint style="warning" %} This upload section is only available once the Brand Lift has been setup and submitted in the Overview page. You can still **edit this information up to 24 hours before answers collection.** {% endhint %} ### How many POIs do I need for my Brand Lift ? The minimum requirement is **10 POIs per measurement.**
### How to upload the POI list ? 1. After submitting your Brand Lift, click on the **Exposure data tab** 2. **Download** the example file 3. Fill it in with your campaign's **GPS coordinates of locations** 4. **Upload the POI list** - allowed formats are : **.csv or .xlsx** {% hint style="danger" %} **Please note that :** * The columns titles in the example file **should not be modified.** * For .csv format (example file): Latitude has to be in column A and Longitude has to be in column B and Lat/longs format have to be **dot separated** and not comma separated. Exemple : 48.870902 (and not 48,870902). * For .xlsx format :Latitude Longitude are in the same column and Lat/longs have to be **separated with a comma**. {% endhint %}

👋 If you don't find your answer, feel free to reach out to **** for further consideration !
### 🚀 Related articles * [When and why do we use exposure data?](/launch/exposure-data/when-and-why-do-we-use-exposure-data) * [Can I run a Brand Lift without a pixel or data exposure ?](/launch/exposure-data/can-i-run-a-brand-lift-without-a-pixel-or-data-exposure) * [Can I update or delete my Brand Lift ?](/feasibility/can-i-update-or-delete-my-brand-lift) # Broadcasting framework A broadcasting framework is a file that lists the specific websites and mobile applications chosen by our clients to broadcast their campaigns. This file, usually in CSV or XLS format, can be submitted during the “Exposure data” step, after you have set up your brand lift. It is then imported directly into our DSP (Demand Side Platform). By using a broadcasting framework, you ensure that Happydemics questionnaires are displayed on the selected placements, targeting people who are likely to have been exposed to your campaign. ### **How does it work?** When you provide a broadcasting framework, you indicate all the domains or apps where your campaign is or will be running. This allows for precise retargeting and helps optimize the relevance of your brand lift measurement. ### **Main use cases** The broadcasting framework is mainly used for the following media channels: * Display * In-game * Online video ### **File format and requirements** Your file should be in CSV or XLS format, with columns typically including: * URL: The domain or app where the campaign should be shown * Category: The type of content (for example, Sports or General news) ### **Example of a broadcasting framework file:** | URL | Category | | ------------------------------ | ------------ | | | Sports | | | Sports | | | Sports | | | Sports | | ... | ... | | | General news | | | General news | | | General news | | | General news | | ... | ... | ### **How to submit your broadcasting framework** * Prepare your CSV or XLS file following the format above. * Upload your file through the Happydemics dashboard as part of your campaign setup.

* Our team will import your selections into our DSP so that your questionnaires are delivered only on your specified placements. If you need any help preparing or submitting your broadcasting framework, our support team is always here to guide you.
# Can I run a Brand Lift without a pixel or data exposure ? Are pixels or data exposure mandatory to run a Brand Lift ? Pixels or data exposure methods are not mandatory in order to run a Brand Lift. The only requirement is that your campaign has a minimum reach of **100 000 unique users.** ## Why is not mandatory ? When exposure data is not available, which is fine, we rely solely on the **Ad recall methodology** in order to find respondents. This methodology rests on asking an ad recall question at the beginning of every survey : **Do you remember seeing this ad ?** Our method allows us to find people who have really seen the ad and remember it and compare them to those who don’t. Thanks to that, we’ll be able to find the minimum of 250 ad recaller respondents. ## Where can I specify it on Happydemics platform ? Once you’ve set up and submitted your Brand Lift, click on the **Exposure Data tab** and select **“No exposure data”** for each media.

💡Please note that you have up to **24 hours maximum before answers collection** to add a pixel or an exposure data file if you eventually have it. 👋 If you don't find your answer, feel free to reach out to **** for further consideration. ## 🚀 Related articles * [Who are our respondents?](/methodology/happydemics-respondents/who-are-our-respondents) * [Audience retargeting](/methodology/happydemics-respondents/audience-retargeting) * [Why do we prioritize ad recall?](/methodology/brand-lifts-by-happydemics/why-do-we-prioritize-ad-recall) * [The benefits of our approach](/methodology/the-benefits-of-our-approach) # Answers collection is slow, is something wrong ? The trend is slow, what’s happening ? A slower start might be normal. **It does not put your results at risk.**\ After the answers collection begins, you may sometimes notice that the trend is slower than expected.

### Common causes #### **Too few POIs** For OOH and DOOH campaigns, a minimum of **10 POIs** are required. When fewer POIs are provided, the exposed audience is smaller, which can slow data collection. #### **Limited campaign reach** A brand Lift requires a **minimum reach of 100,000 unique users**. This threshold helps ensure a smooth and steady collection of respondents. If the minimum is not reached, answers collection may take longer. #### **High-competition periods** Some moments of the year are more saturated than others ( Black Friday, end-of-year holidays). During these periods, **higher advertising pressure** may result in slower and lower response rates. #### **Low-quality exposed audience** In some cases, the exposed audience provided may not be sufficiently qualitative.\ Identification takes longer, resulting in a slower collection. #### **Early-stage effect** At launch, collection often starts slowly. This is part of our testing methodology. The pace increases once validation is complete. {% hint style="success" %} A slow collection does not mean late results. The “Completed” date shown in your Brand Lift is an estimate. Delivery may shift, but results are always released as soon as the required number of responses is reached. {% endhint %} *In conclusion, there’s nothing to worry about. A slower collection can happen and is usually explained by one (or several) of the reasons listed above.* 👋 Need more clarity or a specific check on your Brand Lift? Feel free to reach out to . ### 🚀 Related articles * [Happydemics' respondents](/methodology/happydemics-respondents) * [Where do we broadcast our questionnaires?](/methodology/happydemics-respondents/where-do-we-broadcast-our-questionnaires) * [Respondents quality](/methodology/happydemics-respondents/respondents-quality) # Methodology and basic rules # Methodology and terminology ### Why compare two respondent pools? To assess a campaign's performance, two identical socio-demographic groups are selected on ad recall alone, to measure a difference that can be used to determine the campaign's success. The two pools, exposed adrecallers and control-group, are similar in gender and age, using the recruitment method based on ratios. More specifically, the control-group sample is adjusted to be similar to the exposed adrecallers sample, which remains unadjusted. Thus, comparing the results between these pools enables us to explain any differences as the impact of advertising recall, rather than demographic differences between the samples. To assess the performance of your campaign's impact, the differences in results between these pools are compared with the *uplift benchmark.* ### What is an uplift? The uplift is used to assess the impact of an advertising campaign, by measuring the gap between a population that recalls the campaign and a control population. Uplift is essential when analyzing the impact of advertising recall, as it enables us to determine the campaign's performance. Indeed, since the two identical socio-demographic groups are separated based on recall alone, the uplift can be used to assess the campaign's success. This uplift can be higher or lower. A 10-point and a 30-point difference will not have the same impact. However, the scale of the gap not only depends on the selected indicator, but also on your campaign's media and industry. To determine whether an uplift is acceptable, you need to refer to the uplift benchmark, available in the "Impact" section of the advertising recall. ### What is a significant difference? A significant difference is a statistical difference that reveals a disparity that cannot be attributed to chance. If your report shows a significant gap, it confirms that the campaign is effective on this specific indicator. Be aware, however, that some differences are not significant. In your results or in your report, this mention allows you to clearly tell the difference between the two cases. In this example, the gap in brand image is significant, whereas the gap in preference is not.\ \ Significance is displayed from the 80% confidence interval, but will be mentioned if the 90% or 95% levels are reached. It applies to two situations: * Between the control group and the ad recallers. * Between the KPI of your measurement and the associated benchmark. \ (*Results in green indicate a positive trend, even if not significant.*)

To determine whether a gap is significant, it is necessary to run a calculation. This calculation is based on the percentage achieved and the number of respondents concerned. This information is used to define an error margin. The error margin is the estimated range that the results could have if the measurement was repeated. The higher the number of respondents and the more polarized the percentage (close to the ends), the lower the error margin.

# Do I have enough respondents? Each Brand lift collects enough respondents to assess the performance of a campaign, i.e. 250 ad recallers and 250 respondents in the control-group. Regardless of the campaign's performance, the number of respondents is guaranteed. Our experts have defined these numbers based on the acceptable error margin for a Brand lift. To ensure proper use of your results, here are a few simple rules: * Below 50 respondents per pool, we recommend not drawing any conclusions from the results; * Between 50 and 80 respondents, the results should be considered as trends; * With 80 or more respondents per target, the results can be considered solid. This is why 250 ad recallers are more than enough for a Brand lift. However, if you wish, you can add respondents to your Brand Lift. All you need to do is add an audience boost. # Are my results representative? A result is representative when the group of respondents have the same features than another larger group of people. In order to understand if your results are representative, you need to define what your sample should be representative of: the population of a country, a subset of a population, target consumers of a product, etc. A Brand lift measurement is not representative of the population of a country. It measures the difference in response between two groups : people exposed to your campaign who remember it, and the control group, who don't remember the campaign. This is why, using the quota method, we are going to look for unexposed respondents who are the same in socio-demographic terms as the exposed respondents. So the only thing that differentiates them is their advertising recall. This is how we can measure the effectiveness of an advertising campaign. # Why express uplifts in points rather than percentages? ### Percentage points are preferred in mathematics and statistics In general, comparing two percentages using points is a widely preferred approach, both mathematically and statistically. ### More relevant comparisons For instance, an uplift of +10 point can represent a difference of +25% or +200%. With the point as a comparison tool, we're interested in pure uplift, without taking into account the base value for non ad recallers. This enables us to offer much more relevant performance comparisons.\` ### Essential for our benchmark Our analysis method focuses on comparing performance against benchmarks. We therefore need to take into account the uplift itself, without adding the initial value parameter observed on the control population (in the example, 40% or 5%). The latter would in fact be a bias.

# Brand lift results # How to read Brand lift results? ### How to know if each KPI 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 *Benchmark* 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. ### 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. ### What does the Impact score mean? The impact score is a unique performance score for each of your campaigns. It’s the combined result 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.\ It is calculated by averaging the differences (between the campaign and its benchmark) on each indicator, against the best and worst performances by media on that indicator.\ Once the calculation for each indicator is completed, it is averaged and scaled to 100: 0 means that the campaign had no impact on the indicators measured; 100 means that the campaign had the highest impact. \ In short, this calculation is: * divided by indicator for greater precision, * filtered by media for greater consistency, * conditioned by variable performance thresholds, to be more realistic. These thresholds are the average of the 25\* best performances on the media and the average of the 25\* worst performances on the media. *\*Provided we have enough data:* *For TV, In-game, Social media, and Radio we look at the TOP 5 and FLOP 5.* *For all new media, we need at least 15 measurements to calculate an Impact Score per campaign.* \ This calculation enables us to: * sum up the performance of your entire advertising campaign, * easily compare your different campaigns with each other. **This calculation means:** A 50 Impact Score ranks your campaign within the overall 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: * Brand Lift includes the Attribution KPI and at least 2 KPIs from the category “Impact on ad recall” * Media Spend has been provided. * The number of Unique Impressions was provided. 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. # How to analyze multichannel Brand lift? The challenge of multichannel is to compare the different media used in a single campaign, to identify which media were the most effective. ### Campaign overview comparison This tab allows you to compare your different media both simply and effectively. You’ll find all the relevant elements for comparison here: **Respondents and ad creatives** A list of the different ad creatives and brand lift statuses (collection, in progress or completed) is available in the overview tab. **Impact score** The Impact Score is a single score that summarizes performance by media. You can edit and select the benchmarks you wish (media, industry or your organization only), to get different views of the Impact Score. However, we recommend selecting at least the default media. Please remember that each media compares itself to its environment (the one you define when editing the benchmark). In the example, the CTV measurement compares to all CTV measurements made by Happydemics, just as the Digital Audio campaign compares to all Digital Audio measurements made by Happydemics. The same goes for Digital Video and Display.\ You then compare your different media, according to their own environment. **Cost per lifted user** To optimize your next media campaigns, you can compare the different costs per converted individual for each media. This is a key insight into which media investments were most ROI-effective in this campaign. **KPI vs Benchmark** Finally, you can compare performance by KPI in detail.\ Once again, you can edit your benchmark (media, industry or organization only), to get different views. However, we recommend selecting at least the default media. This allows you to take into account the unique characteristics of each media.\ You can also change the chart by selecting or deselecting media, to get a more relevant view.\ When hovering over the graph, a detailed view appears, revealing whether you’re in the TOP range for a given indicator. ### Find an analysis by media in the “Results” and “Benchmark” sections Each media measure is a Brand lift in its own, which is why the “results”, “benchmark” and “report” tabs provide details by media.\ You’ll find all the features available on a single-media Brand lift (sub-target creation, details by response item, etc.). # 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 KPI: We determine how many respondents need to interview in order to obtain 250 ad recallers.\ The control group also has 250 respondents, similar in gender and age to the ad recallers sample.\ Nevertheless, all these respondents meet our various quality criteria.\ Similar in gender and age to the memo sample. #### Other KPIs * **Percentage** For Single/Multiple choice(s) KPIs: This represents the number of individuals in the sample who chose the positive response(s) items to the related question. Positive responses depend on the indicator and the type of related question. For the attribution indicator, for example, all responses that select the advertising brand (and not competitors or the “other” item) are considered “positive”. For scale KPIs: This represents the average score reduced on a 100 basis. For example, if the average Interest score is at 6/10, it gives a KPI of 60. * **Uplift** The uplift is a way to evaluate the ad recall impact on several KPIs. It represents the difference of positive answer’s share between ad recallers and non ad-recallers. The percentage (absolute value) for all Creative Diagnosis KPIs (i.e. Attribution, Interest, Likability, Clarity, Ad Perception, Ad Format Perception, etc.) and Broadcasting KPIs (i.e. Ad recall, Personal Interest). The Uplift for all Ad Recall Impact KPIs (i.e. Consideration,Specific Intent, Brand Image, Preference, Brand Familiarity, etc.). Read more: ### 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.). # How to read benchmark results? ### What is the purpose of a benchmark? Happydemics benchmarks include data from over 10,000 measurements made using our tool. They enable users to compare their performance with similar campaigns across industries, media and budgets. The value of a benchmark lies in its ability to provide fairly consistent raw results, depending on the advertiser's industry or media. To ensure accurate conclusions and relevant comparisons, benchmarking is essential. ### ### How is the benchmark created? Each benchmark contains a large number of measurements to guarantee its statistical reliability. It provides a comparative analysis of the "media" and/or "industry" aspects. The media is selected when configuring the Brand lift, in the second step. The industry is preset by Happydemics, but you can change it to suit your needs. For example, you can remain broad with a "Consumer Goods" benchmark, or be more specific with a "Dairy Products" benchmark. ### What are the benchmark standards? An indicator is compared with a benchmark when it contains at least 10 measurements, making it reliable enough to draw meaningful conclusions about the campaign's performance. ### What's the difference between an absolute value benchmark and an uplift benchmark? Happydemics provides two different benchmarks: * The absolute value benchmark provides conclusions on the respondent's self-reported rating of the ad campaign. Since this is a campaign assessment and not a brand assessment, the benchmark is independent of the respondent's initial view of the advertiser. The absolute value benchmark is adapted to creative analysis. * The uplift benchmark measures the difference between individuals who recall the campaign and those who don't, in terms of brand perception. This benchmark measures uplift without being directly impacted by the respondent's initial view of the advertiser. The uplift benchmark is therefore perfectly suited for analyzing the impact of ad recall. ### Available benchmarks: The benchmark can be adapted to suit "media" and/or "industry" aspects. Here are some of the options (subject to the number of measurements available) ### By media #### Online * Display * Online video * Digital audio * DOOH * Connected TV * Social media * In-game #### Offline * TV * Radio * OOH ### By area Tailor benchmarks to specific regions or countries, allowing you to gauge your performance against local competitors and understand market dynamics more effectively. ### By industry

# What is the Impact Score and How to Analyze It? Each of your brand lift studies contains an Impact Score, summarizing your campaign performance in one number. Here is everything you need to know about this Happydemics proprietary metric! ### Introduction The Impact Score is a unique performance metric designed to provide a holistic view of your advertising campaign's effectiveness. Rather than analyzing individual Key Performance Indicators (KPIs) in isolation, this score combines all performance indicators of a brand lift into a single, standardized measurement that ranges from 0 to 100. This unified approach enables you to quickly assess campaign performance vs a benchmark and make meaningful comparisons across different campaigns and media channels. ### Objectives of the Impact Score The Impact Score serves several objectives in campaign analysis: **Campaign Summarization:** It consolidates the performance of your entire advertising campaign into one comprehensible metric, giving you a holistic view of your advertising campaign's effectiveness. **Comparative Analysis:** The score facilitates easy comparison between different campaigns, regardless of their media mix or campaign objectives, by providing a standardized measurement framework. **Benchmark Positioning:** It positions your campaign performance relative to benchmarks based on media types, industries and/or geographic zones, giving you clear context about where your campaign stands in the competitive landscape. **Strategic Decision-Making:** By providing a single performance indicator, it simplifies the decision-making process for campaign optimization and future planning. **Multi-Campaign Analysis:** Average Impact Scores enable comprehensive analysis across multiple campaigns, allowing for deeper insights through various analytical dimensions such as industry or media types performance, geographical effectiveness, and so on.\ \
## **For Brand lifts launched after April 16th 2026** ### Impact Score: a clearer and more accurate performance metric #### What’s new? We’ve improved the Impact Score to make it more **precise, transparent, and consistent**. The goal is to help you understand your results at a glance and make more confident decisions. This new version is now: * Fully aligned with KPI performance * Based on a stronger and more reliable benchmark logic * Designed to better reflect your campaign’s real performance ### How does the new Impact Score work? The Impact Score is now the average of KPI performance ranking. Here’s how it works: 1. Each KPI is compared to its benchmark 2. A ranking is calculated (your position vs similar campaigns) 3. The Impact Score is the average of these ranking #### Which ranking is used? The raking depends on the KPI type, this ensures each KPI is evaluated using the most relevant metric. | KPI category | Raking used | | -------------------- | ------------------------------------------ | | Creative Diagnosis | Ad Recall Respondent's performance ranking | | Delivery Performance | Ad Recall Respondent's performance ranking | | Ad Recall Impact | Uplift performance ranking | ### Benchmark rules To improve reliability and consistency, benchmark rules are unified across the product. A benchmark is available only if it has **at least 20 measurements**. This applies everywhere and what you see is exactly what is used in the calculation: * KPI vs benchmark visualizations * Benchmark tab * Reports * Impact Score calculation ### Impact Score calculation rules #### KPI eligibility A KPI is included in the Impact Score only if its benchmark has **≥ 20 measurements**. #### Campaign-level rule The Impact Score is calculated only if there are enough eligible KPIs at least (total KPIs − 1) must be eligible. Example: * Campaign with 5 KPIs * Impact Score is calculated if at least 4 KPIs have valid benchmarks If not, the Impact Score is not calculated or displayed ### Why is this more accurate? Previously, the Impact Score relied on normalized scores based on top and bottom benchmark values. As a result, a score that is easier to understand and closer to reality. * The score is based on real KPI distribution (ranking) * It avoids distortions from extreme values * It better reflects true market positioning {% hint style="success" %} **Important to know** There is no break in analysis: historical data remains fully usable. * This update applies only to future campaigns * Past Impact Scores remain unchanged * You can still compare campaigns over time {% endhint %} ### What this means for you With this new version, you benefit from: * A more reliable and transparent score * Better alignment with KPI results * A simpler way to analyze and compare performance

For Brand lifts launched before April 16th 2026

#### Calculation Methodology The Impact Score employs a sophisticated calculation that accounts for performance variability across different media channels. The formula is:

Where: * xᵢ = Uplift vs benchmark for KPI (i) in the campaign * xᵢ₋flop = Average uplift vs benchmark for KPI (i) in the worst benchmark measurements * xᵢ₋top = Average uplift vs benchmark for KPI (i) in the top benchmark measurements * n = Number of KPIs in the campaign **Important Note:** The number of top and flop measurements varies based on media type: * Most Media Types: Use top 25 and flop 10 measurements * Specific Media Types (TV, In-game, Social media, Radio, and Influencer): Use top 5 and flop 5 measurements due to limited available data for these channels The calculation process involves three key steps: 1. Individual KPI Assessment: For each KPI, the campaign's performance is measured against the benchmark and positioned relative to the best and worst historical performances for that media type. 2. Normalization: Each KPI score is normalized using variable performance thresholds based on historical data, ensuring realistic and contextual scoring. 3. Averaging and Scaling: All normalized KPI scores are averaged and scaled to a 100-point system for easy interpretation. #### Conditions to Calculate Impact Scores Several conditions must be met to ensure accurate and reliable Impact Score calculations: **Sufficient Benchmark Data:** The system requires adequate historical performance data to establish meaningful top and bottom performance thresholds for each media type, industry, geographic zone, or any other criteria selected in the benchmark. We require a minimum of 15 data points in the benchmark for each KPI to be included in the Impact Score calculation. **New Media types:** Require at least 15 measurements before an Impact Score can be calculated. **KPI Coverage:** An Impact Score can be calculated with as few as one KPI that has sufficient benchmarks (15 data points). However, you should be aware that in such cases, the Impact Score will reflect only a small portion of your campaign's overall performance and may be highly volatile. We recommend relying on an Impact Score only when you have sufficient benchmarks for all your KPIs, or at most when you're missing benchmarks for just one KPI. #### How to Read and Interpret Impact Scores Understanding your Impact Score is straightforward once you know the scale: **Score Range: 0 to 100** * 0-25: Significantly below average performance * 25-45: Below average performance * 45 - 55: Average performance (campaign ranks within the overall average of its benchmark) * 55-75: Above average performance * 75-100: Exceptional performance **Key Interpretation Points:** * A score of 50 indicates your campaign performed at the median level compared to similar campaigns in your media mix * Higher scores indicate stronger performance across multiple KPIs * Lower scores suggest areas for campaign optimization * The score reflects relative performance within a specific benchmark. If you change the benchmark dimensions (media types, format, targeting strategy, platforms, industries, zones, countries…), the impact score will also change. #### Warnings and Considerations While the Impact Score is a powerful analytical tool, several important considerations should guide its use: **Data Dependency:** The accuracy of your Impact Score is directly tied to the quantity of benchmark data available. Insufficient data may lead to more extreme scores. **Evolving Benchmarks:** As more campaign data becomes available, benchmark thresholds may shift, potentially affecting historical score comparisons. **Complementary Analysis:** While the Impact Score provides an excellent overview, it should complement, not replace, detailed KPI analysis for strategic decision-making. **Benchmark Selection Dependency:** Impact Scores are relative to the specific benchmark selection used for calculation. Any changes to the benchmark selection criteria will directly affect the resulting Impact Score.

The Impact Score represents a significant advancement in campaign performance measurement, providing marketers with a clear, standardized metric that simplifies complex multi-KPI analysis while maintaining the nuanced understanding necessary for strategic decision-making. 👋 If you don't find your answer, feel free to reach out to [support@happydemics.com ](mailto:undefined)for further consideration !
🚀 Related articles * [How is my KPI calculated?](/analysis/brand-lift-results/how-is-my-kpi-calculated) * [How to read benchmark results?](/analysis/brand-lift-results/how-to-read-benchmark-results) * [How to understand the Cost per lifted user?](/analysis/brand-lift-results/what-is-the-cplu-and-how-to-analyze-it) # In short - What is the Impact Score ? How to understand 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) ## 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) and can change if the benchmark criteria are modified. 💡 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) 👋 If you don't find your answer, feel free to reach out to **** for further consideration ! ### 🚀 Related articles * [How to read Brand lift results?](/analysis/brand-lift-results/how-to-read-brand-lift-results) * [How is my KPI calculated?](/analysis/brand-lift-results/how-is-my-kpi-calculated) * [How to optimize my KPIs?](/analysis/brand-lift-report/how-to-optimize-my-kpis) # What is the CPLU and How to Analyze It? If you provide your campaign budget and reach data, and select the right KPIs in your brand lift study, we can estimate a Cost Per Lifted User (CPLU). Here's everything you need to know about this val ### Introduction The Cost Per Lifted User (CPLU) is a metric designed to measure the return on investment (ROI) of your campaign by isolating conversions (or new "lifted users") that occurred solely because of your advertising efforts. By focusing exclusively on incremental conversions, CPLU enables accurate ROI calculations that reflect real financial value generated by your campaign spend, leading to more strategic and profitable budget allocation decisions. {% hint style="info" %} 👉 The lower the CPLU, the better — it means your campaign is effective at increasing brand impact, and doing so cost-efficiently. {% endhint %} ### **What is a lifted user** A 'Lifted User' is a term used to describe a consumer's specific reaction to a brand. This happens when a consumer correlates a brand with positive attributes or intents, whether or not they remember seeing a specific advertising campaign by that brand. The concept involves two main parts:
* **Brand Attribution:** A Lifted User has successfully made a positive association with the brand in question, after being exposed to the ad on the questionnaire. * **Positive Response to Impact KPIs:** Impact KPIs cover various factors such as brand image, brand familiarity, consideration, and purchase intent. A positive response to these KPIs denotes a user is 'lifted'. To illustrate, suppose your Brand lift contains these KPIs: * Ad recall * Attribution, * Brand Image, * Brand Familiarity, * Consideration. A Lifted User, in this case, would be someone displaying a strong brand familiarity, a positive brand image and a positive Purchase consideration, and correctly associating the campaign with the right brand. It is important to note that depending on the combination of KPIs you use, the definition of a “lifted user” will change. For example, it will be easier to have more lifted users based on a brand lift that contains 2 impacts KPIs, vs one that contains 3 or more impact KPIs. ### Conditions to calculate the CPLU It is only possible to calculate the CPLU on these conditions: * The brand lift must contain the Attribution KPI : we consider a lifted respondent must attribute the ad to the right brand. * The brand lift must contain at list 2 impact KPIs (for example Brand image, Consideration, Purchase intent, Brand preference…) * You must provide the budget of your campaign and the estimated unique reach. Even if your brand lift meets all these conditions, you may still see the following message on the dashboard:

When hovering your mouse over "N/A," this message will appear:\ *"The ad campaign's performance does not allow calculation of a Cost per Lifted User for this media."* This happens when your campaign does not generate any lifted users, which can occur especially when you have 3 or more impact KPIs (it is harder to achieve a "lift" across a larger number of KPIs). ### How CPLU is calculated #### Step by step explanation Let's walk through a detailed example to illustrate how CPLU is calculated: {% hint style="info" %} **Campaign Parameters:** * Budget (B): $20,000 * Reach (R): 1,000,000 people * Ad Recall Rate (A): 40% * Conversion Rate among Ad Recall respondents (Ca): 20% * Conversion Rate among Non-Ad Recall respondents (Cna): 10% {% endhint %} {% stepper %} {% step %} ### Estimation of number of "lifted users" among Ad recall respondents We estimate how many people were lifted in the group that remember seeing the ad, using the total reach of the campaign and the ad recall rate.

{% endstep %} {% step %} ### Estimation of number of "lifted users" among Non ad recall respondents We calculate how many people were lifted in the group that didn’t see the ad, using their conversion rate.

{% endstep %} {% step %} ### Estimation of number of natural "lifted users" among a non-exposed audience We estimate how many people would have been lifted if no one had seen the ad, based on the natural conversion rate.

{% endstep %} {% step %} ### Estimation of number of incremental "lifted users" We find the extra lift caused by the campaign by comparing actual lift to what would have happened without it.

{% endstep %} {% step %} ### CPLU calculation We divide the campaign cost by this extra lift to get the cost per lifted user (CPLU).

{% endstep %} {% endstepper %} ### Formula The general formula for CPLU is: {% hint style="info" %} **CPLU = B / {R × \[\[(A × Ca) + (1-A) × Cna] - Cna]}** {% endhint %} Where: * B = Campaign Budget * R = Total Reach * A = Ad Recall Rate * Ca = Conversion Rate among Ad Recall respondents * Cna = Conversion Rate among Non-Ad Recall respondents (baseline) The denominator represents the incremental lifts generated by the campaign, calculated as the difference between actual conversions and what would have occurred naturally. ### Objectives of CPLU CPLU serves several functions in campaign performance analysis: * **True ROI Measurement:** By isolating conversions directly attributable to your campaign, CPLU provides a more accurate assessment of return on investment than traditional conversion metrics. * **Campaign Efficiency Comparison:** CPLU enables meaningful comparisons between campaigns with different audience sizes, exposure levels, or natural conversion rates, as it standardizes performance based on incremental impact. * **Budget Optimization:** Understanding the true cost of incremental conversions helps optimize budget allocation across campaigns, channels, and audiences for maximum efficiency. ### How to Read and Interpret CPLU CPLU becomes more meaningful when viewed in context: * **Lower CPLU =** Better Performance: A lower value means you're generating lift more efficiently. * **Comparisons require consistent KPIs:** To compare CPLUs across campaigns, they must include the same set of KPIs.
{% hint style="warning" %} There is currently no standard CPLU benchmark at Happydemics, as budget and reach data are not always provided, and many campaigns don't meet the required KPI conditions. We're actively working on building reliable benchmarks based on consistent KPI combinations and industry categories. {% endhint %} # How to read the Audience graph ? Here is how to read the Audience graph in the Results tab. The graph allows you to see how your campaign performed on the KPIs you’ve selected, by comparing age range and gender — without any setup. You can easily identify high-potential audiences based on socio-demographic criteria such as age and gender, to optimize your future campaigns. Creating sub-targets to analyze these segments is no longer necessary. 💡 **Note:** This graph is not related to benchmarks.

## Age Range Each age segment is automatically displayed in the graph and differentiated by color. Below, you'll see the selected KPIs as well as Ad Recall. Bars display each segment’s result and highlight differences from the overall campaign score, indicated by the **black “Overall” line** in the graph. The higher the bar is above the overall line, the better the segment performed. For more precise reading, the platform displays the uplift in points beneath each bar. If you want to focus on one or more age segments, you can choose to hide the others by unselecting the boxes next to their labels. In the example below, we can see that the 18–34 age group performed well on Attribution with **+51 points**, but fell **-20 points** below the overall score on Interest — where the 55+ group performed better with **+34 points**.

## Gender To switch to the Gender graph, simply select it from the top-left corner. It works the same way as the Age graph. Each gender is displayed above the graph, and you can choose to show or hide each group. Below the graph, you'll see the same KPIs as before, including Ad Recall. Bars display each segment’s result and highlight differences from the overall campaign score, indicated by the black “Overall” line. As with age groups, the higher the bar is above the line, the better that gender segment performed. The uplift in points is shown below each bar for more precise reading. In the example below, we can see that **Females showed more interest** with **+19 points** above the campaign average, but were **-46 points** below on Attribution — compared to **Males**, who showed an uplift of **+47 points**.

#### 👀 **Tips** * Use the **interactive filters** on each graph to combine age and gender for deeper analysis. * Hover your mouse over the graphs to view d**etailed results for each segment**, including whether the difference is statistically significant. * You can export the **graphs in PNG format** for easy sharing. ## 🚀 Related articles * [How to read Brand lift results?](/analysis/brand-lift-results/how-to-read-brand-lift-results) * [How to compare and filter sub-target results?](/analysis/brand-lift-results/how-to-compare-and-filter-sub-target-results) * [How are KPIs categorized?](/analysis/brand-lift-results/how-are-kpis-categorized) # Reading your Brand Lift results by Exposure Frequency The Exposure Frequency view allows you to analyze your Brand Lift results based **on the number of times respondents were exposed to your campaign**. It helps you identify how many exposures it takes for your campaign to reach its full impact, and spot potential saturation effects. ### Where can I find the Exposure Frequency view? Once available, the **Exposure Frequency tab appears in the Audience section** of your Brand Lift report, alongside the Age Range and Gender tabs. In this view, you'll find: * **A Score by KPI** chart showing the performance of each exposure frequency group. * **A Diff. row** displaying the exact difference between each group's score and the campaign's overall KPI score. * **A Download button** allowing you to export the graph in .png. ![](https://4099963361-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQJVhUYUj85xxjSZPjYIM%2Fuploads%2FaBR9t7WsrQ0obW0egNoc%2Funknown.png?alt=media\&token=c25e8ca7-6e29-4cd4-ac62-5c8a344350f6) {% hint style="info" %} Exposure Frequency view is only available : * with Post-Campaign mode * when a retargeting pixel is used. * for Brand Lifts completed after June 16th 2026 {% endhint %} ### How do we measure exposure frequency? Exposure frequency is calculated using **the respondent's IP address**. Each time a respondent's IP address appears in your campaign's exposed pool, it counts as one exposure. Based on this number, each respondent is assigned to a frequency group. For example: * Respondent A appears twice → 2 exposures * Respondent B appears seven times → 7 exposures Each respondent is therefore analyzed according to their individual exposure level. ### How are the frequency groups created? Exposure groups are not predefined. Instead, they are built dynamically for each campaign to provide the highest level of detail while ensuring statistically reliable results. For every campaign, we create the most granular groups possible while guaranteeing that **the smallest group contains at least 50 respondents**. For example, one campaign may display: * 1–2 exposures * 3–6 exposures * 7+ exposures ![](https://4099963361-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQJVhUYUj85xxjSZPjYIM%2Fuploads%2FWn95l4nRHzSz3tzu43HK%2Funknown.png?alt=media\&token=93bce78d-82d0-40fe-9ac4-5a85ad74de44) While another campaign could show completely different ranges depending on its exposure distribution. ![](https://4099963361-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQJVhUYUj85xxjSZPjYIM%2Fuploads%2FgbXwAzk87hwuT0EFjRK9%2Funknown.png?alt=media\&token=ee8d02f9-2b48-4ff1-9ef9-b6a37bba950d) ### Data reliability To ensure meaningful results, respondents whose IP address appears more than 100 times in the exposed pool are excluded from the Exposure Frequency analysis. Such unusually high frequencies generally indicate shared or non-individual IP addresses, such as: * Office networks * Mobile carrier networks * Public Wi-Fi * VPNs * Shared hotspots These situations do not accurately represent an individual's advertising exposure. {% hint style="info" %} Important : these respondents are not removed from your Brand Lift study. They remain included in your overall campaign results and are excluded only from the Exposure Frequency view. {% endhint %} ### How to interpret the results Each bar represents the difference between a frequency group's KPI score and the campaign's overall KPI score. * **Bars above the Overall line** indicate that this exposure group performs better than the campaign average. * **Bars below the Overall line** indicate lower performance than the campaign average. ![](https://4099963361-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQJVhUYUj85xxjSZPjYIM%2Fuploads%2F1Ku8fa94n3NGKEA1Fcsd%2Funknown.png?alt=media\&token=a39c3a50-8d66-4a59-bbe6-38146978beda) This analysis helps you answer questions such as: * How many exposures are needed before the campaign starts generating measurable impact? * Is there an optimal exposure frequency? * Does campaign performance plateau after a certain number of exposures? * Are there signs of audience saturation or ad wear-out? These insights can help you optimize your frequency capping strategy and improve the effectiveness of future campaigns. ### Why can't I see the Exposure Frequency tab? The Exposure Frequency view is only displayed once there are enough respondents to build statistically reliable groups. Specifically, **a frequency group must contain at least 50 respondents.** If your campaign has not yet collected enough exposed respondents, the tab will not appear. It will automatically become available as soon as sufficient data has been collected.
#### 👋 Still have questions? Feel free to reach out to us at ****, we’ll be happy to help! #### 🚀 Related articles * [How to read the Audience graph ?](/analysis/brand-lift-results/how-to-read-the-audience-graph) * [How to read Brand lift results?](/analysis/brand-lift-results/how-to-read-brand-lift-results) * [How is my KPI calculated?](/analysis/brand-lift-results/how-is-my-kpi-calculated)
# How to compare and filter sub-target results? You can find the comparison and filtering tool in your Brand lift's left-hand panel of the "Results" tab. The following sub-targets are created automatically: * the "Base" sub-target, including all respondents; * exposed ad-recallers and control groupe * the sub-target for additional profiling questions if your Brand lift has been boosted. By default, exposed ad-recallers and control group are the two sub-targets selected, as they provide you with an at-a-glance view of the uplifts generated by the ad campaign. To filter the results on another sub-target, simply click on it. You can change the reference sub-target (the one from which the uplift is calculated) by clicking on the button with the blue arrows.

### How to create a new sub-target? You can also create your sub-targets for a more detailed analysis of your target groups' results. Click on the "Create sub-target" button. A new window will open, where you can select response items to the questions asked.

# How are KPIs categorized?

What is the relationship between the different types of KPIs?

### Delivery performance Delivery performance measures the ability of a campaign to be seen, to generate recall and to have correctly targeted the desired audience. The ad recall indicator is key in this part. ### Creative diagnosis The creative diagnosis section covers the campaign's performance from a creative standpoint and its perception. The indicators used allow us to assess the relevance and creative effectiveness of the advertising message, based on the attention people have paid to it. The better the creative diagnosis, the better the performance of the campaign in terms of brand impact. ### Advertising recall impact The impact of advertising recall compares the gaps between the population that has memorized the ad and those that haven't or have never been exposed to it. These differences tell us whether the campaign has had an impact on brand indicators. Depending on the campaign's objectives, the indicators measured will be different. For example, if the campaign's aim is to increase brand awareness and image, we'll analyze variations in brand perception. If the advertising is meant to trigger a purchase, we'll look at variations in consideration rate and purchase intention. ## How to access detailed results? On each slide of the report, you'll find a link to your results. You can drill down into the results, analyze response details or create different sub-targets. You can also view detailed answers directly on the report slide, by clicking on the eye icon next to the question.
# Overview : AI-generated Summary The AI-generated summary [from the report](/analysis/brand-lift-report/how-to-generate-cross-kpi-ai-summaries-in-my-reports) is automatically displayed in the **Overview tab** of your results. The summary is the exact content generated in your **report in the Summary tab**. If you re-generate it in the report, the content will be updated automatically in the Overview.\ \ However, if you edit manually the content in the report, **the Overview content won't be impacted** and will remain the same. The Overview content will remain AI-generated, **while the report's will be your own version.** {% hint style="warning" %} Please note that : * You **can’t edit** content on the Overview tab * The summary will be displayed even if you deactivate it in the report. {% endhint %}

## 👋Sill have questions ? Feel free to reach out to us at **** — we’ll be happy to help! ## 🚀 Related articles * [How to generate cross-KPI AI summaries in my reports?](/analysis/brand-lift-report/how-to-generate-cross-kpi-ai-summaries-in-my-reports) * [How do I customize my report ?](/analysis/brand-lift-report/how-do-i-customize-my-report) * [How to understand my report?](/analysis/brand-lift-report/how-to-understand-my-report) # What is adjustment weight ? Understand adjustment weight in the raw data file. After getting your Brand Lift results, you can download the raw data. In this Excel file, you’ll find a column called **'Adjustment Weight’.**

### Overview These figures correspond to **statistical adjustments designed to ensure that the control group reflects the same socio-demographic profiles** as those who were exposed and remember the ad. As a result, some respondents in the control group carry more weight in the final calculation than others. * **If the figure is less than 1, the responses carry less weight.** * **If the figure is greater than 1, the responses carry more weight.** You may notice that all individuals who remembered the advertisement have a weight of 1, as the adjustment is based on them. These adjustments enable us to provide t**he most accurate** reports at the end of the Brand Lift.

### Adjustment weight in details Happydemics’ methodology is based on **comparing two pools: the focus ad recall group and the control group.** They are designed to be **similar in age and gender**, using a recruitment method based on demographic ratios. The focus ad recall group remains unadjusted and serves as the **reference sample.** Once the focus ad recall group reaches 250 respondents, we analyze its age × gender distribution. The control group is then adjusted **to match this distribution**. In cases where the exact same number of control respondents is not available within a given age–gender segment, statistical weighting is applied to the control group. For example, if the focus ad recall group contains more women than men in a specific age range, and the raw control sample differs slightly, weights are applied so that each segment has the same proportional influence in both groups. **No individual responses are changed—only their contribution to the final results is adjusted.** This approach ensures that the **only structural difference between the two pools is ad recall.** As a result, any differences observed between the focus ad recall group and the control group can be interpreted as the impact of advertising recall, rather than the effect of demographic differences between samples. 👋 If you don't find your answer, feel free to reach out to **** for further consideration ! ### 🚀 Related articles [Who are our respondents?](/methodology/happydemics-respondents/who-are-our-respondents) [Respondents quality](/methodology/happydemics-respondents/respondents-quality) [Methodology and terminology](/analysis/methodology-and-basic-rules/methodology-and-terminology) # Brand lift report # How to optimize my KPIs? For each KPI in your report, you’ll find optimization tips aimed at improving performance for future campaigns. Get even more precise with AI-powered optimization tips to take your analysis to the next level. These recommendations adapt to your campaign's performance and provide contextual insights to optimize results. Enable them with a simple toggle or stick with the default recommendations. These tips can be added as comments to the report and tailored to specific campaign scenarios.

You can also find all the optimization tips in our [**KPI Hub**](https://guide.happydemics.com/kpi)**,** our interactive reference for every KPI used in our ad recall brand lifts: what each one means, how it is calculated, what it correlates with, and how to optimise it. Filter by media channel to surface recommendations tailored to your campaign context. # How do I customize my report? ## Interactive tutorial {% @arcade/embed flowId="st3vrAELOxIdgbqnzKC2" url="" %} The Brand lift report is only available on the Happydemics platform, and is dynamically designed to adapt to your needs. It features 3 customization options: ## Report preferences at organisation level Admin can customize reports settings at the organization level so every future report aligns with team's needs and preferences. These settings will be applied **by default for all futures reports.** **Go to your Profile icon > Organization > Preferences > Report default settings**, and customize your reports. {% hint style="success" %} You'll be able to access the global settings from each BL report as well. {% endhint %}

{% hint style="warning" %} Keep in mind it is still possible to adjust settings **for a specific report only,** without changing the organization defaults, Admin and Members can do so directly at report level : ***Settings icon > Report tab.*** {% endhint %} ## Report customization at Brand Lift level ### Change benchmark and target The benchmark and media target can be changed in the report by clicking on "Edit". You can choose whether or not to display this information in the PDF report. The benchmark and media target can also be changed in the "Results" section. The report will be automatically updated with the new information selected. These will also be displayed in the PDF export. ### Add comments Add comments to each slide of the report. This enables you to share your feedback, opinions or comments on the results. These comments will be visible to all users who will read the report, as well as in the PDF export. The author's name and organization are listed below the comment. ### Add a recap slide An optional slide can be added at the end of reports for you to recap the overall performance of the campaign. Hidden by default, it can be activated in the report’s settings by clicking on "Edit". ### Add the Audience graph breakdown The **Audience Graph** has been divided into two separate slides: **Performance by Age Group** and **Performance by Gender**. These slides have been added to the default report, directly after the overall performance slide. **In the report** Both slides are displayed by default, but they can be removed independently if needed. For the **Performance by Age Group** slide, it is also possible to choose whether to **group age ranges or display them separately**. **At the organization level** It is possible to **enable or disable the “Demographic breakdown” section**, which includes both the age and gender slides, across all reports within the organization. ### Add questions and answers details Reports can include **question-level details for each KPI**, providing deeper insights into respondent answers. {% hint style="info" %} This feature is **disabled by default in the Organization level.** {% endhint %} **In the report** Each detailed slide is positioned **immediately after its corresponding KPI slide**. KPI slides are labeled **“1/2”**, while the detailed slides are labeled **“2/2”**.

In each report, you can choose to **show or hide KPI detailed response slides** {% hint style="warning" %} When enabled, this applies to **all KPIs in the report** {% endhint %} **Organization settings** Admins can choose to **enable or disable these slides at the organization level** # How to generate cross-KPI AI summaries in my reports? Where can I add AI generated summaries and recommendations ? For each Brand Lift report, you can generate an AI-powered cross KPI summary. It is available for single, multi-channel, multi-creative, and multi-platform campaigns and helps you **quickly understand what drove results and where to focus next.** **The Summary page** is automatically added in your reports between the **Overview** and the **Global Performance** pages for each media, creative or platform according to the type of your campaign. The AI-powered Summary & Recommendations is composed of two parts: * A concise campaign synthesis * Actionable recommendations based on cross-KPIs and creative analysis. ## How does it work? For each Brand Lift, the AI prompt takes into account multiple factors such **as the brand, the broadcasting country, the media type, and for each KPI, the difference between your performance and the Happydemics benchmark.** It also analyses **the creative** used in the campaign, regardless of its format (audio, video, or image). The AI reviews elements such as the message, tone, call-to-action, claims, presence of people, and other distinctive traits. This enables it to directly connect KPI performance with specific creative features, providing concrete and actionable optimisation ideas. Finally, the AI draws on **Happydemics’ extensive knowledge of advertising trends and KPI patterns**, built from thousands of completed Brand Lift studies, to deliver relevant and data-backed insights. ## How to use it ? Once the results are delivered, go to the Report tab select a Media report. Scroll down to the Summary page. You can either **Write your own** analysis or **Generate AI summary**. After generating your AI summary, you can either: * **Edit** the content: the mention “AI generated” will no longer be displayed and you’re free to write your own analysis. * **Delete** the content: it will retrieve the two options to generate or write the summary on your own. * **Generate a new version**: the current one is automatically replaced.

If you edit the content and want to generate the summary again, you’ll have to delete your content first. You can also remove the summary pages in your reports. To do so, click on **Edit report** and **deactivate the Summary button.**

💡Summaries are written by AI and it can make mistakes. Please double check and if you identify any issues, feel free to reach out to **** for further consideration ! ## 🚀 Related articles * [How to optimize my KPIs?](/analysis/brand-lift-report/how-to-optimize-my-kpis) * [How to share my report?](/analysis/brand-lift-report/how-to-share-my-report) * [How to understand my report?](/analysis/brand-lift-report/how-to-understand-my-report)
# Can my report be translated in the broadcasting language ? Can I choose my report’s language and share it ? You can customize your report’s language, choosing from six options : **French, English, Spanish, German, Portuguese and Italian.** The available languages are displayed according to the broadcast language of the campaign. ## Where do I select the language ? Go to your report and click on the **Edit report icon > Report tab**. Select the language you want.

💡 You can add comments directly in the right language and deliver ready-to-use insights. ## 👋Sill have questions ? Feel free to reach out to us at — we’ll be happy to help! ## 🚀 Related articles * [How do I customize my report ?](/analysis/brand-lift-report/how-do-i-customize-my-report) * [How to share my report ?](/analysis/brand-lift-report/how-to-share-my-report) * [How to understand my report ?](/analysis/brand-lift-report/how-to-understand-my-report) --- [Next Page](/llms-full.txt/1)