The Impact Score is a single, synthetic metric that summarizes how effectively a campaign performed overall. Instead of reading each KPI in isolation, the Impact Score combines all of them into one composite, weighted index on a 0–100 scale, benchmarked against Aryel's market data.
What Is the Impact Score?
The Impact Score measures the global effectiveness of a campaign by comparing the deltas recorded by the Brand Lift survey against our market Benchmarks (BM). It condenses performance across the entire funnel into a single number, making it easy to gauge — at a glance — whether a campaign under-, met, or over-delivered relative to the market.
How the Impact Score Is Calculated
When a study measures the 5 standard funnel macro-areas, the Impact Score is calculated as a weighted average of the lift recorded in each area, using the following weights:
Ad Recall: 25%
Brand Attribution: 15%
Interest: 20%
Brand Image: 20%
Consideration: 20%
Weight normalization for custom KPI setups
Not every study measures all 5 macro-areas in the standard configuration. When a study's KPI setup differs from the standard one — for example, because some macro-areas are excluded or replaced with custom questions — the system automatically applies a normalization of the weights, so the remaining KPIs are rebalanced and the Impact Score always resolves to a comparable 0–100 scale.
Reading Your Score
The Impact Score is expressed on a 0–100 scale, split into three ranges:
0 – 39 Results across all KPIs remained below global benchmarks, indicating that the creative or targeting strategy did not fully resonate with the intended audience.
40 – 69 Overall performance aligned with industry benchmarks, successfully meeting expectations for brand growth and maintaining a consistent presence in the market.
70 – 100 The brand lift significantly outperformed benchmarks, showing a powerful resonance across all KPIs. This strategy proved highly effective and should be used as a blueprint for future activations.
You can find additional details on how benchmarks are built in Understanding Benchmarks in Brand Lift Studies, and on the KPI structure in Understanding Brand Lift.