The Happydemics essential templates
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Funnel overview

Measure the overall impact of a campaign across the key stages of the marketing funnel — from ad recall to purchase consideration.

Attribution
The attribution rate measures the quality of the message and its broadcasting by assessing the share of the audience that can recall the name of the brand or product they were exposed to. Attribution helps measure the overall attention of individuals to advertising.
Brand image
The brand image assesses the effects of campaign exposure on the brand or product. This perception generally helps to develop brand preference.
Ad recall
Ad recall shows to what extent people remember being exposed to an ad based on broadcast relevance, message repetition and personal interest in the product.
Consideration
Consideration refers to the situation where individuals will consider a brand or product as a possible option to meet their needs or when making a purchase. The increased awareness and positive brand image contribute to the increase of this metric.
Interest
Personal interest in the brand or product shows how successful the message and the broadcast are in capturing people's attention and curiosity.
Additional KPIs
Specific brand image
The brand image assesses the improvement in the favorable perception of the brand or the product for the exposed individuals. This perception generally helps to develop brand preference.
Brand familiarity
Brand familiarity evaluates the impact of the campaign on the degree of knowledge of the brand or product.
Ad perception
Ad perception allows detailed assessment of the relevance of the chosen messages and content.
Purchase Intent
This indicator measures the impact of the ad recall on the purchase intent. A high score proves that the campaign is globally successful on all its elements (message, creation, targeting, format, delivery...).
Specific intent
Intent shows consumer's willingness to take an action related to the brand. Although intent does not always lead to action, it is a key measure of the overall performance of a campaign among exposed individuals.
Ad likeability
The likeability rate expresses the creative quality of the content, and the relevance of the broadcasting format in terms of exposure.
Clarity
Clarity reflects the quality of the creation and message in terms of their ability to be understood and accepted by the individuals exposed.

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