Uplift in Brand lift
Uplift is the difference in brand perception between users exposed to an ad and those who weren’t. It shows how much the campaign improved key metrics like awareness or intent.
For example, if 40% of exposed users say they are aware of the brand, compared to 30% in the control group, the uplift in brand awareness is:
40% - 30% = 10 percentage points uplift
This indicates the ad campaign contributed to a 10-point increase in brand awareness