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Campaign performance monitoring
What’s the impact of your campaign on brand health? Which marketing touchpoints or channels led to action? These are the ultimate questions brand teams and marketers must answer. Only measuring performance with data you can totally trust helps demonstrate return on investment.
It’s essential to track ad campaigns and their effect on your brand health before, during and after. Evaluate campaign success, understand ROI, and inform future improvements with YouGov’s accurate, in-depth impact measurement and always-on marketing campaign tracking.
Understand how your hard work boosts perception and action. Track sponsorship reach, brand exposure, online conversation and more, to make decisions based on what’s actually happening.
16 brand health
metrics to measure by
Daily data
for always-on tracking
Fuel marketing mix
modelling
Scrap vanity metrics, get crystal clear data
Effective campaign owners demand analysis. Get the real picture of how you'r e driving key brand health metrics, with always-on, daily data.
Ground your strategy in trustworthy, accurate data for the ultimate confidence.
Create a real buzz
Has your campaign got people talking? Explore whether you’ve reached people in the right way with YouGov’s precision campaign measurement tools, monitoring metrics like:
- Buzz – track whether your message is breaking through
- Ad awareness – measure who’s seeing and remembering your work
- Word-of-Mouth – understand if your campaign is spreading organically
- Social listening - unpack online attitudes with natural language processing
Compare the real impact on those who’ve seen your ad, vs. those who haven’t.
Spark conversation, ignite conversion
Are you making an impact where it matters?
View your campaign’s influence in real-time with daily data on brand perception shifts that digs deeper into real audience opinions. Improve the accuracy and effectiveness of your marketing mix model by linking it to high-quality, accurate research data.
Measure and maximize your marketing impact
Research data from our highly engaged panel can be used to precisely analyze campaign effectiveness, including its impact on sales and other performance metrics, by constantly tracking customer behavior and opinion.
Don’t waste your precious budget on unreliable data. Focus it with data-informed certainty, learning what yields the greatest ROI.
YouGov BrandIndex
Discover our flagship tool: daily brand and competitor tracking across 16 metrics.Testing for campaigns that hit home
Test ads, reach your target audience & perfect performance.Competitor monitoring
Understand your competitors through the eyes of the people who know them best.Identify, size & profile your ideal customer
Audience analysis on segments that will be most receptive to your products and services.Run market research to your audience
From quick surveys to custom research – work with our experts for actionable intelligence.Not sure what solution you need? Let's chat.
Get in touch
Campaign management and attribution case studies
Discover how to strengthen the explanatory and predictive power of your marketing measurement by seeing how we’ve helped clients track campaign performance.
“YouGov's brand tracking let us quickly, accurately and objectively show the positive brand impact that our FIFA World Cup advertising partners obtained.”
- Dan Urban, Vice President of Ad Sales Research, FOX Sports
Meet our experts
Real talk about real campaigns
Read the latest editorial articles all about campaign measurement in practice.
Campaign measurement and attribution FAQs
How does YouGov conduct campaign validation?
One thing’s for sure: successful campaigns create change. To do this, they need to cut through to resonate and create a response. Have you reached the right people? Do they recall your campaign and brand? Has the message been understood? Did the campaign result in the change you wanted?
YouGov’s research infrastructure and wealth of existing data allow us to create the exact target groups you want to reach. We can track them through your activity and if your campaign changes, you can easily change the profile targets.
Our campaign evaluation starts with YouGov BrandIndex, which tracks your brand and competitor daily. It tracks 16 key metrics, including advertising awareness, buzz, perception measures and purchase funnel metrics. With 15+ years of historical data, you can compare data with past campaigns and benchmark against the competition.
Let’s go deeper and ask why customers are reacting as they are, what’s cutting through and what isn’t, with trigger questions or qualitative AI analysis of audience responses in BrandIndex.
To monitor specific KPIs for your brand, we can help you run a Custom Tracker for an in-depth look at campaign measures to focus on niche audiences. You can also split your sample and measure different executions across platforms, compare the exposed with the non-exposed, and understand whether your campaign is working.
How does YouGov data work in marketing mix modeling?
You can support media mix modeling or marketing mix modeling (MMM) with essential, high-quality research data. YouGov’s brand tracking data has impressive coverage, consistency and history, with:
- Consumer sentiment tracking over 17+ years across over 27,000 brands
- 16 key consumer funnel, media, and perception metrics, including awareness and consideration
- A nationally representative sample with demographic granularity.
Discover how YouGov data can increase the quality of the insights generated from your MMM with our guide on how research data improves marketing mix modeling.
Trust YouGov’s marketing campaign tracking
Leading brands trust YouGov to deliver actionable intelligence that maximizes campaign performance and ROI across your marketing channels. Access transformative data that will shape your strategy and competitive advantage.
