Limits of Brand Lift
Every report states its method, its assumptions and its limits. These are the limits every study shares.
Brand Lift studies start at Elite.
Anonymous totals only
The study sees only the total for each answer in each channel. It cannot follow a person from the pre-wave to the post-wave, and never knows who voted.
Voters choose to answer
People who vote may not be like everyone who reads the channel. The lift describes the readers who answered.
Both groups would have moved alike
The method assumes that, without your campaign, your campaign's channels and the matched channels would have changed in the same way. Matching makes this more likely; it cannot make it certain.
An estimate, not a promise
A lift result is a statistical estimate with a range. It is not a promise of an effect, a measure of sales, or proof that the campaign caused any particular result. No plan, purchase or setting changes it.
The report on your screen
Elite plan · Advertiser — a finished study 1 The lift for the primary question, with its range. 2 The other questions, adjusted. 3 Method, assumptions and limits.