Study KPIs

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. The information displayed depends on the measurement enabled (digital and/or linear TV).

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

Lift performance

Displays for the following media types: digital and/or linear TV

This section displays overall metrics for the KPI and the in-target answer choice by default. The lift is calculated as the difference between the exposed and control groups, with the total sample size for the campaign shown at the end of the bars. On the right side, a lift performance text summary is displayed which automatically surfaces key insights for the KPI.

The default confidence level of 90%—however, this can be adjusted to 80%, 85%, or 95%.

If digital and linear TV are included in media tracking, three total tabs will be available:

• Cross-platform: Displays all respondents exposed to ad(s) on digital and/or linear TV. The control group includes all respondents who took a survey and were not exposed to an ad.

• Digital: Displays all respondents whose last exposure was on a digital channel. The control group includes all respondents who took a survey and were not exposed to an ad.

• Linear TV: Displays all respondents whose last exposure was on linear TV. The control group includes all respondents who who took a survey and were not exposed to an ad.

Lift performance by device and frequency

The device column chart displays the lift for the device where the impression 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. The chart will display the lift for the following devices:

• Desktop: Ads served on desktop devices

• Mobile/phone: Ads served on mobile devices including web and in-app

• Tablet: Ads served on a tablet

• TV: Ads served in a CTV or Linear TV environment; based on IP-address

Linear TV will only be included in the Device chart on cross-platform or linear-TV only campaigns.

Linear TV measurement is an additional solution that requires the purchase of TV data. Please contact your account manager or fill out a contact form here to inquire.

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).

Lift performance by site, placement and creative

The site, placement, and creative sections of the reporting page break down a brand KPI’s lift according to the information passed from the tracking tag. The dashboard defaults to reporting out on the individual site, placement, or creative IDs, but you also have the ability to group together IDs within each level for lift calculation and visualization. Please reach out to your Lucid Project Success Manager to enable this feature.

When linear TV measurement is included, the Site and Placement sections will only be available on the Digital tab, as these breakouts are specific to digital.

Lift performance by ad length, daypart and network (linear TV only)

This information is collected by the linear TV data provider and included as part of the impression data received by Lucid via the server-to-server integration.

The ad length chart displays the lift for the various creative ad lengths where the impression was seen.

The daypart chart provides lift metrics based on the daypart where the impression was seen.

Dayparts are defined by Lucid Impact Measurement as:

• Early morning (M-F 6am-10am)

• Daytime (M-F 10am-4pm)

• Early fringe (M-F 4pm-8pm)

• Primetime (M-Sun 8pm-11pm)

• Late night (M-Sun 11pm-2am)

• Overnight (M-Sun 2am-6am)

• Weekend day (Sat-Sun 6am-4pm)

• Weekend afternoon (Sat-Sun 4pm-8pm)

The network chart provides lift metrics based on the network where the impression was seen.

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