The aim is to measure the change over the period on such metrics as reach, awareness, brand affinity, purchase intent and sales, as well as the change in velocity of these measures, which can inform future growth predictions. Depending on audience targeting strategies, it can also provide important insights into target customer segments.


While we might not always measure brand lift directionally, we always want our KPIs to improve. Improvement equals growth (or as we call it “lift”). So whether they’re conscious of it or not, most brand marketers are always chasing brand lift.