A study's lift metrics are calculated and become available 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 study, the individual study reports page displays. After the initial lift results have been calculated, the data will be refreshed daily at 03:00 UTC.
To view the individual study's reports, click the study name on the study page overview.
Overview
The study dashboard is organized into three informal sections, each offering distinct information.
See terms & definitions for more information on the data displayed and how to interpret the data visualizations.
General information
At the top, is the general study information, including the following:
Status: categories include live, draft, complete, or pending.
Tracked media categories: are digital, linear, TV, and social.
Impressions: Number of impressions.
Completes: Number of completes.
Flight dates: Date the study is scheduled to run.
Day: Number of days the study has ran.
Data updated: Date the data was last updated.
Individual KPI tabs
The individual KPIs tabs provide more data points and insights for each KPI in the brand lift study, allowing you to dig deeper into your campaign's performance. See study KPIs for more information on these tabs.
Filter
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:
Click the filter icon in the top-right hand corner of the UI.
Use the search feature to quickly find a specific filter.
Select a start date and end date.
Select all desired demographics.
Select all desired media variables.
Click apply filters.
Media & audience insights
Media & audience insights are located below the general information. Lucid Measurement automatically display information on the two best performing tactics for the entire study. 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.
More info:
See audience & media insights FAQ for more information.
Lift performance by KPI
Lift performance by KPI offers a valuable comparison of the key performance indicators against those chosen during the study setup. Data is presented at 80%, 90% and 95% confidence levels. It also identifies insights that lack statistical significance. For instance, brand awareness demonstrates statistical significance at a 95% confidence level, showing a 5.2% brand lift. Both percentage and absolute figures are provided for each KPI detailing exposed and control numbers.
These charts similarly organize information in both bar chart and data table formats. Within each bar chart, detailed lift performance is segmented.
For each one of these charts, 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.
Lift performance by age
Lift performance by gender
Lift performance by media channel
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.
Lift performance by frequency
The frequency chart displays the lift by standard frequency bucket (1, 2-3, 4-9, 10+), across all tracked impressions (digital and/or linear TV).
Terms & definitions
Lift: The incremental increase or improvement for the specific metric.
Statistically significant: Indicates the confidence that the measured lift results are due to the campaign's impact rather than random chance or sampling error.
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.
More info:
See study KPIs for information on the individual KPIs provided.