Legacy Measurement: Campaign Reporting

Impact Measurement is an attitudinal brand lift product that measures brand lift for cross-platform campaigns with daily results including digital, linear TV and social reporting.

After your campaign has launched and you've set up your Lucid login, Impact Measurement is accessible for you to see your campaign and dive into results in our dashboard. Below is a guide for how to navigate the UI and interpret the data visualizations.

Campaign studies

Upon signing into the Impact Measurement platform, you will see the studies page which lists a summary to all of your live, upcoming and completed campaigns. Access the detailed results of a study by clicking on the name.

• Name: Name of the brand lift study followed by brand name.

• Lift: Overall brand lift % for the Primary KPI – including all measured media types (digital, social and/or linear TV)

• Primary KPI: Primary goal for the study.

• Tracked media: Indicates which media types are measured: digital, social and/or linear TV.

• Total impressions: Total impressions tracked to date. Roll over this column to view more detailed information.

• Progress: Number of days remaining in the study. Roll over this column to view more detailed information.

Campaign reporting

Campaigns are accessible in the dashboard once the minimum threshold of 50 exposed and 50 control non-trimmed completes have been collected, upon which lift metrics will be calculated. After selecting a campaign, you'll be taken to the reporting page. After the initial lift results have been calculated, the data will be refreshed daily at 03:00 UTC.

Overview

The overview tab provides a snapshot view of your campaign details, media & audience insights, performance data for all of the campaign's KPIs, all tracked ad exposures, and lift data visualizations for age and gender demographics, media channels and frequency*. This page populates with charts that reflect where your campaign is running and measured.

All brand lift reporting on the overview page includes cross-platform results, unless filters are applied.

1. Tracked media tags indicate what is measured by the brand lift study: digital, social, linear TV

2. Media insights display the best-performing tactics.

3. Audience insights display the best performing standard demographic groups.

4. Lift performance by KPI includes all digital and/or linear tv exposures as well as "highly likely" inferred social exposures.

More info:

• Media & audience insights

• Lift performance charts

• Cross platform lift performance

• Individual KPIs

See Terms & definitions for more information on the data displayed and how to interpret the data visualizations.

Media & audience insights

Media & audience insights automatically display information on the best performing tactics for the entire campaign. These are available on both the overview and individual KPI pages.

Please note, insights only display if there are at least 50 completes for the tactic and the lift percentage is statistically significant.

See Audience and media insights FAQ for more information.

Lift performance charts

For the age, gender, media channel and frequency* charts, there is a Bar chart view that allows you to select individual or multiple KPIs to view. You can also switch to the Data table view, which lists out the exposed and control group percentages along with the resulting lift percentage for each data cut. Positive lifts that are statistically significant at 90% are highlighted.

The media channel chart displays the lift for the segments defined by how and where an ad was served. This data is parsed from the user agent string that is included as part of the impression data received by Lucid via the tracking pixel. Depending on what the campaign is tracking, the available media channels are:

• Desktop web: Where the operating system information indicates “desktop”.

• Mobile app: Where the device classification is mobile, tablet, phone or watch and is identified as non-browser app.

• Mobile web: Where the device classification is mobile, tablet, phone or watch and the layout classification is mobile web.

• Connected TV: Where the device classification is set-top-box or TV and the data source is not linear TV.

• Linear TV: Where the device classification is set-top-box or TV and the data source is linear TV.

• Audio: Where the contextual usage information indicates "audio player".

• Podcast: Where the impression is tagged as "podcast" (only available for some direct data integrations).

• Social: Where Impact Measurement social methodology has identified that a respondent is highly likely to have been exposed to a campaign ad on a social channel.

Cross platform lift performance

Cross-platform is only available in the US and UK. When Digital, Linear TV, and Social media tracking are both included in the campaign, the Cross Platform Lift Performance chart allows you to observe brand lift across the following groups, when respondents are exposed to:

• Digital only: Respondents who were only exposed to digital ad(s).

• Linear TV only: Respondents who were only exposed to linear TV ad(s).

• Social only: Respondents considered to be 'highly likely' exposed to an ad on social media.

• Digital & linear TV: Respondents who were exposed to both a digital ad(s) and a linear TV ad(s).

• Digital & social: Respondents who were exposed to a digital ad(s) and are scored as ‘highly likely’ exposed to a social ad for the campaign.

• Linear TV & social: Respondents who were exposed to a linear TV ad(s) and are scored as ‘highly likely’ exposed to a social ad for the campaign.

• Digital, social, & linear TV: Respondents who were exposed to a digital ad(s), a linear TV ad(s) and are scored as ‘highly likely’ exposed to a social ad for the campaign.

You can select individual or multiple KPIs to view or switch to the Data table view, which lists out the exposed and control group percentages along with the resulting lift percentage for each data cut. Positive lifts that are statistically significant at 90% are highlighted.

Terms & definitions

• In-target exposed %: Percentage of respondents who were exposed to an ad, completed the survey, and selected the in-target answer for that KPI. Exposed (%) is inclusive of respondent weighting and propensity. Example: 49.7% of respondents who were exposed to an ad and completed the survey, selected the in-target answer in response to the KPI question.

• In-target exposed count: Total raw count of respondents who were exposed to an ad, completed the survey, and selected the in-target answer for that KPI. Example: 246 respondents were exposed to an ad, completed the survey, and selected the in-target answer for the KPI question.

• Exposed count: Total raw count of respondents who were exposed to an ad and completed the survey. Example: 689 respondents were exposed to an ad and completed the survey.

Lift and In-target exposed % calculations are inclusive of respondent weighting and propensity methodology while In-target exposed count and Exposed count are raw data counts. Dividing the In-target exposed count by the Exposed count will not match the Exposed % as the raw counts do not include respondent weighting and propensity.

For more information on Impact Measurement methodology, please request a copy of the documentation from your Account Manager.

Individual KPIs

On the Individual KPI tabs, the following breakouts are available depending on if your campaign measurement includes digital and/or linear TV. Note, social reporting is not included on individual KPI tabs.

See KPI definitions for more information on the various KPIs available.

More info:

See the Campaign reporting individual KPIs for information on the KPIs provided.

Filters

The data displayed can be filtered by:

• Search: Search for a specific demographic or media by entering the name in this field.

• Date range: Provides insights for a specific date range.

• Attribution methodology: Displays brand lift metrics based on one of the following options for all digital measurement:

  • Multi-touch brand lift makes your data cuts representative of how every ad exposure impacts campaign outcomes.

  • Last-touch brand lift lets you make easy comparisons between media tactics.

• Demographics: Filters insights for a specific group of interest.

• Media: Filters lift results by exposure to specific media variable.

To refine the information on the page:

1. Click the filter icon in the top-right hand corner of the UI.

2. Use the search feature to quickly find a specific filter.

3. Select a start date and end date.

4. Select all desired demographics.

5. Select all desired media variables.

6. Click apply filters.

*Frequency will be included on the overview page only for digital-only studies.