Overview
Upwave Brand Lift Studies measure how your MNTN campaigns impact brand awareness, consideration, recall, and other brand KPIs. Once your study concludes, you'll receive results that compare responses from households exposed to your ads against a control group.
This article explains how to access your results, understand key metrics like lift and statistical significance, and interpret how Upwave measures brand impact.
Access Results
To access your Upwave study results:
Sign in to Upwave.
Open your campaign study.
Dashboard tab
The Dashboard tab provides a high-level view of your study results, including:
Primary Objective Outcomes
All Objectives Outcomes
These reports show overall lift across your selected KPIs and the statistical significance of each result.
💡 Pro Tip: Hover over each bar to see detailed lift metrics and audience counts.
You can also download the AI Campaign Insights Report, which highlights notable findings across dimensions such as:
Audiences
Creatives
Geographies
Demographics
Survey responses
Lift Tab
The Lift tab lets you build custom reports and charts.
From here, you can:
Select one or more brand KPIs
Break down performance by audience, creative, geography, demographics, and other dimensions
Save reports to your dashboard
Download reports for further analysis
Understand Your Results
Percentage point lift
The percentage point lift is a metric that shows the difference in response rates between the ad-exposed group (those who saw the ad) and the control group (those who did not).
If 2% of the control group selected your brand and 5% of the exposed group selected your brand, the lift is 3 percentage points.
📝 Note: A reported lift of 3 means +3 percentage points, not 3x more likely.
Control and exposed groups
This concept appears in your setup article and should be defined once here instead.
Control Group: Households that did not see your ad.
Exposed Group: Households that saw your ad.
Upwave compares responses between these groups to determine lift.
📝 Note: Control Group % means baseline level of brand consideration (or awareness, intent, etc.). Exposed Group % means post-ad exposure response rate.
Statistical significance
Statistical significance tells you whether the observed lift is likely due to the campaign rather than random chance.
This is evaluated at three levels.
Confidence Level | What It Means |
80% | Suggestive evidence of impact |
90% | Moderately strong evidence of impact |
95% | Very strong evidence of impact 📘 Example: A lift in Aided Awareness at 95% confidence means we’re highly confident the campaign caused the change. If you ran the same campaign 100 times, you’d expect a similar result in about 95 of them. |
What this means
A statistically significant result means we’re confident that the campaign, not just random variation, is what caused the change.
The higher the confidence level, the more reliable and trustworthy the result.
In brand lift studies, 95% confidence is generally considered the strongest evidence that a campaign influenced the observed result. 80% and 90% are still useful, especially in directional or early-stage testing.
How Upwave Works
How surveys are conducted
Upwave collects survey responses through its digital publisher and communities network, known as the Upwave Digital Network.
This network helps Upwave gather large-scale, self-reported attitudinal data from consumers across the web. Learn more here.
How respondents move through the survey
The survey begins with an Aided Awareness question.
If a respondent selects None of the above, they skip the brand KPI questions and complete only the targeting and weighting section.
If a respondent indicates awareness of your brand or a competitor, they continue to the brand KPI questions.
For those brand KPI questions, respondents only see answer choices for the brands they selected in the Aided Awareness question.
Where respondents see surveys
Content unlock experiences: Surveys may appear when a user tries to access content behind a paywall. Users are prompted to answer a short survey, typically less than 90 seconds, to access the content.
Website pop-ups and overlays: Surveys may appear as a pop-up or embedded window while a user browses a publisher website.
Mobile app surveys: Surveys may appear within mobile apps that participate in the Upwave Digital Network.
Follow-up surveys: Surveys may be shown after a website visit or ad interaction while a user browses other sites.
CRM-matched customer surveys: Surveys may be shown to existing customers on participating publisher sites using a brand's hashed customer list matched to the Upwave Digital Network.