The uplift is a key metric used to assess the impact of an advertising campaign by measuring the difference between a population that recalls the campaign and a control population that does not.
Uplift plays an essential role when analyzing the effect of advertising recall, as it allows us to determine the campaign’s performance. Since the two socio-demographic groups used in a Brand Lift study are identical and separated based solely on recall, the uplift serves as a reliable indicator of the campaign’s success.
This uplift can vary: a 10‑point difference does not carry the same weight as a 30‑point difference.