How to view results

You can track the survey on the Campaign statistics page in the Brand Lift tab.

The results can be exported in XLSX format. To do this, click Export to Excel.

The upper part displays the ratio of respondents in the Brand Lift survey who saw the ad to those who haven't.

This metric shows how familiar the surveyed groups are with your brand.

The middle section of the report contains the key Brand Lift growth metrics for each question in the survey.

Relative increase

This metric is calculated based on the results of the Brand Lift and shows the percentage difference between the responses for your brand in the test group and in the control group. It's calculated using this formula:

Relative increase = $(\frac{A}{B} - 1)\times 100\%$, where:

A is the percentage of users in the test group who selected your brand in their responses.
B is the percentage of users in the control group who selected your brand in the responses.

Absolute increase

This metric is calculated based on the results of the Brand Lift and shows the percentage point difference between the responses for your brand in the test group and in the control group. It's calculated using this formula:

Absolute increase = A - B, where:

A is the percentage of users in the test group who selected your brand in their responses.
B is the percentage of users in the control group who selected your brand in the responses.

Uplift coverage

Highlights the increase in users who had a favorable effect on a specific Brand Lift metric after being exposed to the campaign. It's calculated based on the absolute increase from the Brand Lift survey and the current reach or campaign budget as of the report date or campaign end date using this formula:

Uplift coverage = Current campaign reach × Absolute increase in the metric

Cost of uplift per user

This metric reflects the cost of attracting a user who positively impacts a specific Brand Lift metric. It's calculated using this formula:

Cost of uplift per user = Current campaign budget / Uplift coverage

At the end of the report, you can view the percentages for other brands participating in the survey and compare your brand awareness score to your competitors.

If the results are positive

Hence, the display campaign has a positive effect on the target audience's perception of the brand. Continue to serve ads for your proven targetings and try to increase your campaign budget.

We recommend that you evaluate the indicator trends to adjust your campaign based on the market data and your campaign dynamics.

If there is no significant increase

Evaluate your capabilities and advertising activity

• Check which ad campaigns ran simultaneously. For instance, if TV advertising or outdoor advertising was launched alongside digital advertising, this may affect your Brand Lift results. TV advertising noticeably increases awareness among a broad audience, so there will be more users already familiar with your brand in the control group.

• Work with analytics in a comprehensive way. Analyze post-campaign analytics, CTR dynamics, full views, and other metrics. Look back at the progress of the campaign. Perhaps something went wrong at some point that affected the results.

• Assess the Brand Lift results based on your scale. If your brand or product is already well known to your audience and you are maintaining a high level of advertising activity, it will be difficult to find users who are unaware of your campaign. But that doesn't mean you can slow down: it's important to compare your results to market benchmarks and find areas for improvement.

Study your competitors

• Explore companies that are similar to you. How actively do they advertise? If their activity is higher, this may affect the results of your Brand Lift survey.

• Conduct a competitor analysis. Compare your promotion strategy to that of your competitors and adjust it accordingly.

• Compare your brand's recognition and reach with other test participants. It's crucial to choose companies of comparable scale. If finding similar companies is difficult, try comparing your own results over time.

Evaluate your creatives

• Make sure your logo stands out in the creative. Ensure that your logo's colors contrast with the background, and that the logo remains visible in the video for an extended period, not just at the beginning or end.

• Ensure that the video includes a clear call to action, and that the most important message is displayed in the beginning. Users best perceive information in the first seconds of a video. Therefore, all the most crucial components, including CTA, logo, product, and packshot, should fit into the first five seconds of the video.

• Evaluate how clear the wording of your ad message is. Perhaps, it's too indirect or excessively figurative.

• Check if the video includes subtitles or text highlights. This will help people who can't hear or mute the video read the message.

Have questions?