Brand Lift

Brand lift measures the impact of an advertising campaign on the perception of your brand: assisted awareness, spontaneous awareness, consideration, purchase intent, preference. It is a measure of branding effectiveness beyond immediate conversions.

It is typically measured via A/B type studies: a group exposed to the campaign and a control group answer a questionnaire. The difference between the two groups constitutes the brand lift.

For an e-commerce, brand lift is valuable to justify top-of-funnel investments (TV, YouTube, display) that do not generate direct clicks but strengthen the brand and facilitate future conversions.

Fullmetrix correlates your branding investments with the evolution of direct traffic, brand searches, and conversion rates of new visitors to estimate an indirect brand lift.