Use the following to help analyze the results of your brand lift study to determine your current optimization strategy and future campaign strategy.
Step 1: Gather and organize lift data
Navigate to the dashboard to review your study results
Ensure data is available for all key KPIs:
Ad recall lift
Brand awareness lift
Message association lift
Brand consideration lift
Brand attribute lift
Segment data by target audience demographics, key media channels, and primary creative variations if available.
Step 2: Identify cross-kpi trends
Observed pattern | What it means | Example optimization strategy |
High ad recall lift, low brand consideration lift
| People remember the ad, but it’s not persuading them to consider the brand. | Strengthen product benefits, add stronger CTAs, and retarget engaged users. |
High brand awareness lift, low message association lift | People recognize the brand, but don’t connect it with the intended message. | Reinforce the message in all creatives, simplify messaging, and use consistent branding. |
High brand consideration lift, low ad recall lift | The brand is considered, but the ad itself isn’t memorable. | Use more distinctive creative elements, test different ad formats, and increase frequency. |
High message association lift, low brand attribute lift | People remember the message but don’t associate it with the brand’s core values. | Align messaging with brand positioning, use storytelling, and advertise in premium environments. |
Lift is strong in one audience segment but weak in another | The campaign resonates with certain demographics more than others. | Adjust targeting and tailor messaging to underperforming segments. |
Brand awareness decreased but ad recall is high | People remember the ad, but it did not effectively reinforce brand name or identity. | Strengthen branding elements, ensure repeated exposure, use clear brand integration in storytelling. |
Lower funnel KPIs increased but upper funnel KPIs decreased or remained neutral | Campaign drove immediate intent but did not effectively build long-term brand equity. | Balance direct response and brand-building strategies, optimize creative to enhance emotional connection. |
high ad recall lift
low brand consideration liftStep 3: Dig deeper into media and creative performance
Creative quality check:
Does the ad clearly feature the brand logo and key messaging?
Is the core message easy to understand and recall?
Are brand attributes (e.g., innovation, trustworthiness) being communicated effectively?
Media strategy check:
Was the ad frequency too low or too high?
Did the placement environment align with the brand’s image?
Were different formats (e.g., video, display, social) performing differently?
Audience insights check:
Are younger vs. older audiences responding differently?
Is one gender showing stronger lift results?
Are previous brand users reacting differently than new prospects?
Step 4: Develop data-driven recommendations
If message retention is weak: reinforce the message visually and verbally in the creative.
If brand perception didn’t shift: adjust campaign storytelling to focus on brand attributes.
If ad recall is high but intent is low: improve persuasive elements, testimonials, or offers.
If results vary by audience: tailor creative and media strategy for different segments.
Step 5: Apply learnings to future campaigns
Test new creative iterations based on insights.
Refine targeting for weaker-performing audiences.
Adjust media mix to increase exposure where needed.
Rerun brand lift studies to track improvement over time.