Data Interpretation
"What" are the insights produced in your Upwave dashboard.
What is Targeting Verification?
On-Target Percentage is one of the many metrics you can find in the Brand Reach section of the Upwave dashboard. Targeting Verification profiles the...
What is Lift?
Lift reports the full-funnel lift in outcomes from a brand campaign. The upper and mid-funnel outcomes are incremental lift in attitudes towards ...
What is Optimization?
When optimizing a campaign - reallocating budget or traffic between media tactics or creative tactics - it's important to use the right metric. Upwa...
What are Norms?
Norms answer the question: How is my campaign performing relative to similar campaigns? Upwave norms always include a mean and a confidence inte...