Branding Performance Analysis: How to Measure Your Brand’s Success
Posted: Sun Jan 05, 2025 10:00 am
An in-depth analysis of brand performance is essential for any brand that wants to thrive in today’s environment. In this article, we’ll start by explaining in simple terms what brand performance analysis means and why it’s crucial for brands to understand how they’re being perceived by consumers.
Often, when we talk about performance, our minds automatically turn to the end results. However, this simplistic perspective can lead us to interpret performance as just the finish line, when in reality, the consumer journey, from first contact to conversion, is full of extremely important performance moments.
Below is what you will see in this article:
What is Brand Performance Analysis?
What are the Main Branding Metrics?
What are pre-click metrics and KPIs?
What are post-click metrics and KPIs?
Common Challenges in Branding Data Analysis
Practical Tips for Starting Branding Analysis
What is Brand Performance Analysis?
Brand Performance Analysis is an assessment that aims to measure the effectiveness and relevance of a brand in the market. It involves collecting and analyzing data to understand how the brand is perceived by the public and how its branding strategies are impacting consumers. Relevance can be assessed in several ways, including analyzing brand awareness, sentiments associated with the brand , the reach of its campaigns, and audience engagement. It is a fundamental tool for guiding brand strategies and making informed decisions to strengthen the brand image and increase its effectiveness.
What are the Main Branding Metrics?
An overview of basic branding metrics such as brand awareness, brand recall, and brand preference. Why these metrics are essential to measuring a brand's success.
If we are to talk about branding metrics in a simplistic way, we can talk about two absolute metrics for every top-of-funnel campaign: reach and impressions . For those who have just fallen into the world of performance, I will briefly explain what reach and impressions are.
Reach is the total number of unique people impacted by the brand;
Impressions is the number of times your brand (ad) was displayed within the campaign period.
Based on these two metrics, we have one of the main branding KPIs: frequency .
Frequency is the number of impressions divided by reach.
With this we know, on average, how many times an individual was impacted by the campaign in the period analyzed.
But a brand doesn’t live on frequency alone. There are other malta email list success indicators that validate the quality of a branding campaign. In the digital environment, it is crucial to divide metrics and KPIs into two categories: pre-click and post-click .
What are pre-click metrics and KPIs?
These are all metrics/KPIs that are evaluated before the user leaves the impact environment. Pre-click metrics and KPIs are those that belong to media platforms such as MetaAds, GoogleAds, TikTok, Twitter, among many others.
The main pre-click metrics for branding, in addition to reach, frequency and impressions are: VTR, engagement, engagement rate, click, click rate and connect rate .
VTR: shows the average % of views of a video or dynamic content;
Engagement: interactions with the brand in the ad;
Engagement rate: Interactions (reactions + shares + comments + clicks) / Reach;
Clicks: number of times the ad is clicked;
Click-through rate: clicks/impressions or clicks/reach;
Connect rate : connection between ad and landing page (clicks/sessions).
What are post-click metrics and KPIs?
Post-click is everything that happens in the brand's own environment, whether on websites, landing pages, hot sites or applications. In post-click, we have other relevant metrics and KPIs such as unique users, sessions, pages browsed, browsing time, engagement rate, bounce rate, VTR within the website, among others.
Unique users: people who accessed the website;
Sessions: total accesses to the website;
Pages browsed: how many pages are viewed per session;
Browsing time: how long a session lasts on the site;
Bounce rate: % of sessions that access the site and do not click/navigate the site (requires event configuration to define what is or is not a bounce).
All of these metrics converge to measure the relevance of your brand to your target audience, so pay attention to these metrics and KPIs, build a baseline, look for market benchmarks and put together a measurement plan before you start advertising!
Common Challenges in Branding Data Analysis
Finding relevance in a sea of data is the most common challenge in branding data analysis. Vanity metrics can obscure the quality of performance analysis by focusing on volume over quality. Organizing the measurement landscape is essential to ensuring quality analysis and insights.
Many brands are concerned with volume rather than quality of metrics. But as the old saying goes, a bird in the hand is worth two in the bush. Another challenging factor is identifying the measurable points and defining what will be measured and how it will be measured, especially when we talk about web analytics. Organizing the measurement scenario well is something that can and will guarantee the success of analyses and insights.
Often, when we talk about performance, our minds automatically turn to the end results. However, this simplistic perspective can lead us to interpret performance as just the finish line, when in reality, the consumer journey, from first contact to conversion, is full of extremely important performance moments.
Below is what you will see in this article:
What is Brand Performance Analysis?
What are the Main Branding Metrics?
What are pre-click metrics and KPIs?
What are post-click metrics and KPIs?
Common Challenges in Branding Data Analysis
Practical Tips for Starting Branding Analysis
What is Brand Performance Analysis?
Brand Performance Analysis is an assessment that aims to measure the effectiveness and relevance of a brand in the market. It involves collecting and analyzing data to understand how the brand is perceived by the public and how its branding strategies are impacting consumers. Relevance can be assessed in several ways, including analyzing brand awareness, sentiments associated with the brand , the reach of its campaigns, and audience engagement. It is a fundamental tool for guiding brand strategies and making informed decisions to strengthen the brand image and increase its effectiveness.
What are the Main Branding Metrics?
An overview of basic branding metrics such as brand awareness, brand recall, and brand preference. Why these metrics are essential to measuring a brand's success.
If we are to talk about branding metrics in a simplistic way, we can talk about two absolute metrics for every top-of-funnel campaign: reach and impressions . For those who have just fallen into the world of performance, I will briefly explain what reach and impressions are.
Reach is the total number of unique people impacted by the brand;
Impressions is the number of times your brand (ad) was displayed within the campaign period.
Based on these two metrics, we have one of the main branding KPIs: frequency .
Frequency is the number of impressions divided by reach.
With this we know, on average, how many times an individual was impacted by the campaign in the period analyzed.
But a brand doesn’t live on frequency alone. There are other malta email list success indicators that validate the quality of a branding campaign. In the digital environment, it is crucial to divide metrics and KPIs into two categories: pre-click and post-click .
What are pre-click metrics and KPIs?
These are all metrics/KPIs that are evaluated before the user leaves the impact environment. Pre-click metrics and KPIs are those that belong to media platforms such as MetaAds, GoogleAds, TikTok, Twitter, among many others.
The main pre-click metrics for branding, in addition to reach, frequency and impressions are: VTR, engagement, engagement rate, click, click rate and connect rate .
VTR: shows the average % of views of a video or dynamic content;
Engagement: interactions with the brand in the ad;
Engagement rate: Interactions (reactions + shares + comments + clicks) / Reach;
Clicks: number of times the ad is clicked;
Click-through rate: clicks/impressions or clicks/reach;
Connect rate : connection between ad and landing page (clicks/sessions).
What are post-click metrics and KPIs?
Post-click is everything that happens in the brand's own environment, whether on websites, landing pages, hot sites or applications. In post-click, we have other relevant metrics and KPIs such as unique users, sessions, pages browsed, browsing time, engagement rate, bounce rate, VTR within the website, among others.
Unique users: people who accessed the website;
Sessions: total accesses to the website;
Pages browsed: how many pages are viewed per session;
Browsing time: how long a session lasts on the site;
Bounce rate: % of sessions that access the site and do not click/navigate the site (requires event configuration to define what is or is not a bounce).
All of these metrics converge to measure the relevance of your brand to your target audience, so pay attention to these metrics and KPIs, build a baseline, look for market benchmarks and put together a measurement plan before you start advertising!
Common Challenges in Branding Data Analysis
Finding relevance in a sea of data is the most common challenge in branding data analysis. Vanity metrics can obscure the quality of performance analysis by focusing on volume over quality. Organizing the measurement landscape is essential to ensuring quality analysis and insights.
Many brands are concerned with volume rather than quality of metrics. But as the old saying goes, a bird in the hand is worth two in the bush. Another challenging factor is identifying the measurable points and defining what will be measured and how it will be measured, especially when we talk about web analytics. Organizing the measurement scenario well is something that can and will guarantee the success of analyses and insights.