Collection & Methodology
"How" are the results calculated in your Upwave dashboard.
How is Brand Lift Calculated?
Upwave uses an exposed-control methodology to calculate brand lift. This begins by gathering a sample of respondents who were exposed to a campaign...
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 ...