Brand Lift studies are designed to help you understand the real impact your ad has had on the people who were exposed to it. The Brand Lift Studies tab is available exclusively for Service Managed users with Full Activation – Direct campaigns. You can access it by clicking on the campaign row from the Campaigns List Page.
This tab is available only for campaigns that have included the Brand Lift feature as part of their activation.
Structure of the Brand Lift Studies Tab
The Brand Lift Studies tab is divided into three main sections, each offering a different level of insight.
1. Overview Section
This section summarizes the key KPIs across the three major measurement groups:
Delivery Performance
Creative Diagnosis
Ad Recall Impact
These KPIs provide an at-a-glance understanding of how your campaign performed in terms of memorability, creative quality, and impact on brand perception.
2. Informational Section
In this section, you’ll find an explanation of what Brand Lift studies are and how the two respondent groups — those exposed to the ad and those unexposed (Control Group) — are formed.
You will also find a FAQs area, including a link to the Help Center for deeper understanding of the Brand Lift studies.
This section also describes the three macro-groups of KPIs used to evaluate Brand Lift performance:
Delivery Performance: evaluates the broadcasting strategy and the ad’s memorability.
Creative Diagnosis: measures the creative’s relevance and how it was perceived by the audience.
Ad Recall Impact: assesses the "lift" generated on key metrics such as brand image or purchase intent.
3. Detailed Survey Questions
Here, you can explore each individual question included in the Brand Lift survey, along with the corresponding percentage results for the two respondent groups:
Exposed ad recallers: those who recall seeing the ad.
Control group: those who do not recall seeing the ad.
Every question is presented in a structured 4-part block:
KPI Name & Explanation – so you can understand the purpose and objective behind the metric.
Survey Question – the exact question asked to respondents.
Difference in Score – The point difference between exposed ad recallers and the control group. When this difference is significant, it indicates that the increase or decrease is real and supported by statistical evidence, confirming that the change is not due to chance.
Positive Response Rates – showing the share of affirmative responses from both groups.
Brand Lift studies enrich your campaign evaluation with new and meaningful insights, allowing you to clearly understand how your ad influenced your audience — whether in terms of perception, intent, interest, or overall brand resonance.
By integrating these findings into your analysis, you gain a more complete, data-backed view of your campaign’s real-world effectiveness.