Definition of a KPI
A KPI measures how well a campaign performs on a specific objective. Each KPI corresponds to dedicated questions asked to both respondent groups in the Brand Lift study: exposed individuals and unexposed individuals. This structure ensures that every KPI captures a focused and comparable insight across both samples.
How a KPI Is Calculated
Ad Recall
The Ad Recall KPI follows a distinct calculation approach:
The number of required respondents is determined to ensure the collection of 250 ad recallers.
A control group of 250 respondents is then formed, matched closely to the exposed sample in gender and age.
All respondents must meet the same set of quality criteria.
This method guarantees a statistically sound comparison between exposed and unexposed individuals, allowing the Ad Recall KPI to be interpreted confidently.
Other KPIs
Percentage-Based KPIs
For single-choice and multiple-choice KPIs, the KPI value represents the percentage of respondents who selected the positive answer options. What qualifies as a positive response depends on the indicator and its associated question. For instance, for the Attribution indicator, responses that mention the advertising brand — rather than competitors or the “other” option — are considered positive.
Scale KPIs
For KPIs based on a rating scale, the KPI reflects the average score converted to a 100‑point scale. For example, an average Interest rating of 6/10 results in a KPI value of 60.
Uplift
The Uplift measures the influence of ad recall on the different KPIs.
It represents the difference in the share of positive answers between ad recallers and non-ad recallers.
The absolute percentage value is used for Creative Diagnosis KPIs (e.g. Attribution, Interest) and Broadcasting KPIs (Ad Recall, Personal Interest).
The Uplift is applied to all Ad Recall Impact KPIs (e.g. Consideration, Brand Image).
This metric helps quantify the extent to which recalling the ad shifts audience perception or intent.
How to Understand a KPI Result
To interpret your KPI outcomes effectively, we recommend examining:
The percentage (absolute value) for all creative assessment indicators (Attribution, Interest, etc.) and distribution performance indicators (Ad Recall, Personal Interest).
The Uplift for indicators measuring the impact of ad recall (Consideration, Intent, Brand Image, etc.).
Together, these metrics help you understand both the direct performance of your creative assets and the broader influence your campaign has had on brand perception and intent.