FAQ
What are Lucid’s Impact Measurement benchmarks?
On average, benchmarks show how other clients' campaigns perform so you can compare and contextualize your campaign’s performance. These normative data standards show the lift that Lucid typically observes for brand KPIs, both overall and by the advertiser industry for digital-only campaigns. Note: On cross-platform campaigns, benchmarks are not yet available for cross-platform or Linear TV. They will only surface on the digital tab by KPI.
What are the industry-specific benchmarks and overall campaign performance?
See benchmarks campaign performance for digital only or benchmarks campaign performance for linear TV for more information on digital or linear TV benchmarks.
How are they created?
Lucid Impact Measurement benchmarks are the weighted average (weighted by campaign sample size) of all the KPI lift percentages from completed digital campaigns (including CTV). The weighted mean lifts for each KPI benchmark were then distributed and used to calculate the confidence intervals for each benchmark. The interval reported with each benchmark lift is the 95% confidence interval for the weighted average. Benchmarks are calculated at the overall level and also by the industry of the advertiser (where enough completed campaigns exist). KPI lifts that were either highly positive or negative were trimmed as outliers and thus not included in the benchmark calculation. Note: if any changes are made to the standard KPI questions or the question title, benchmarks may not be included in the reporting UI for that KPI.
How do I choose the advertiser industry I want to benchmark my campaign against?
You will choose your advertiser industry when you complete the standard survey template. You can select one of the advertiser industries we have available.
Why are benchmarks set at a 95% confidence interval when the default for significant brand lift is at a 90% confidence level?
Given the importance and sensitivity of benchmarks, Lucid used the highest level of statistical rigor, calculating the average lift across campaigns with as much confidence and precision as possible. Therefore 95% was chosen to cover our estimated range with more confidence. When we are measuring ad exposure, the default confidence level is more relaxed given there is much more variation involved in each campaign that we cannot account for. A 90% default confidence interval allows us to hit significance in more campaigns. But, 95% is also an option a user can choose if they desire a higher level of confidence.
What benchmark data is available?
See benchmarks campaign performance for digital only or benchmarks campaign performance and industry-specifics for more information on digital or linear TV benchmarks. Note: quarterly updates ensure benchmark data is representative of KPI and industry trends based on new campaign data from the previous quarter.
Where can I see how my campaign is performing compared to Lucid’s KPI or advertiser industry benchmarks?
On the overview page and individual KPI pages for digital campaigns, inclusive of CTV. A benchmark indicator has been added to the lift performance by KPI section on the overview page. On the KPI pages where benchmarks are available, next to the lift performance section, a new benchmarks section has been added where you can get deeper insights into campaign performance versus the KPI benchmark and toggle to the advertiser industry benchmark using the **dropdown** function. Hover over the info icon to learn more about the true weighted average range - it will update based on your selections in the product. When reviewing your campaign performance, it is recommended to look at both the KPI benchmark and the advertiser industry benchmark. Note: for cross-platform campaigns, they will only surface on the digital tab by KPI. Benchmarks are not yet available for cross-platform or Linear TV.
How do they benefit me or my customers?
Benchmarks allow you to contextualize the brand lift performance of your KPIs. They can be used as an additional data point to help you craft a meaningful story or make more informed optimization decisions while the campaign is running.
At what cadence will these be updated?
Benchmarks are refreshed quarterly. As we measure more campaigns, the benchmarks expand to more of the standard KPIs from our survey questionnaire template and additional industries.
Where can I find them?
Impact Measurement benchmarks are available on our support site: benchmark industry definitions. They can also be found on your overview tab or individual KPI tabs where data is available.
What if I need more? do you offer any additional benchmarks?
We offer additional benchmarks through our Benchmarks Plus program. If you have measured more than 25 campaigns with Impact Measurement, you may be eligible to receive additional general or account-level benchmarks during our quarterly benchmarks updates. Contact your account representative to get started. Benchmarks Plus can include additional benchmarks for all Impact Measurement campaigns or at the account level:
General: benchmarks on additional data cuts for all campaigns measured in IM
Account-level: benchmarks on existing and additional data cuts for all campaigns under a specific account in IM
What additional benchmarks can I get with Benchmarks Plus?
For accounts with 25 or more studies, you can get additional benchmarks on the following data cuts:
Overall
Industry
Media channel
Device
Frequency
Your account must have at least 10 campaigns with results for a particular data cut. For accounts that only have 25 completed studies at the time of the request you will likely only receive data for Overall and Industry. More studies/campaigns are generally required for deeper cuts.
Are benchmarks an additional cost to me?
Standard benchmarks are available to all Impact Measurement customers at no additional cost. Benchmarks in the Benchmarks Plus program may incur a fee if requested outside of the quarterly update process.