Data Interpretation
"What" are the insights produced in your Upwave dashboard.
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 Targeting Verification?
Targeting Verification profiles the accuracy of a tactic or campaign in reaching a demographic or behavioral trait as a percentage, called the % In-...
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...