Collection & Methodology
"How" are the results calculated in your Upwave dashboard.
How is Brand Lift Calculated?
Upwave is the only accurate, incremental measurement of the impact of an advertiser’s media campaign on Brand Lift. Our methodology ensures advertiser...
How is Purchase Propensity Calculated?
Purchase Propensity is a metric of bottom-of-funnel impact that is customized specifically to brand campaigns. There are other bottom-of-funnel metr...
How is the Outperformance Indicator Calculated?
The Outperformance Indicator is calculated by comparing the posterior distribution of likely values of a tactic's brand lift to the distribution of ...