How Brand Lift analysis is performed

Analysis is based on a survey of the target audience. The audience is divided into two groups:
  • 90% — Group A (test group). These users are served the brand's ads.
  • 10% — Group B (control group). These users are not served the ads.

Users from both groups are asked three questions. Each of the questions examines one performance metric of your ad campaign. The wording of the questions should not differ much from the examples in the table:

Indicator Question
Brand Awareness What brands are you familiar with?
Ad Recall What ads have you seen?
Purchase Intent

What brands will you buy next?

What brand services will you use next?

Product Consideration

Which brands would you consider when choosing a product?

Which brands would you consider when choosing a service?

Brand Favorability What brands do you like?
Ad Message Recall Which advertising message have you seen before?

Response options: your brand and competitive brands. For the Ad Message Recall metric, slogans are set as responses.

The value of each indicator is calculated using the formula:

, where

  • A is the percentage of users in Group A who favored your brand in their survey responses.
  • B is the percentage of users in Group B who favored your brand in their survey responses.

If the metric has increased, it indicates that the ad has had a positive impact on your brand perception.

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