Brand Metrics is introducing Cost Per Uplifted User (CPUU), a new metric that translates brand lift results into a measure of media efficiency.
The problem
Brand lift proves that a campaign moved the needle, but it has always been harder to answer a simpler follow-up question: was it worth what you spent? Media efficiency metrics like cost per click or cost per view answer that for lower-funnel activity, but brand campaigns have lacked an equivalent way to connect spend directly to brand outcomes.
The problem
Brand lift proves that a campaign moved the needle, but it has always been harder to answer a simpler follow-up question: was it worth what you spent? Media efficiency metrics like cost per click or cost per view answer that for lower-funnel activity, but brand campaigns have lacked an equivalent way to connect spend directly to brand outcomes.
The idea
Cost Per Uplifted User closes that gap. It divides campaign budget by the number of uplifted users, the people whose brand perception measurably improved, to produce a single cost figure for that impact. CPUU can be viewed cumulatively across the whole funnel or broken down by individual stage, from awareness through to action intent.
How it works
CPUU builds directly on Brand Metrics' existing Uplifted Users metric, so no new methodology or survey question is required. Once a campaign's budget is entered, the calculation runs automatically and the results appear in the same PowerPoint report advertisers already receive, with a summary view and a breakdown by funnel stage.
The benefit
The result is a way to compare brand campaigns on the same efficiency terms media buyers already use for performance activity, making it easier to justify brand budgets, compare channels or publishers, and show clients exactly what their investment delivered, not just that it worked.
Next step
CPUU is available now to all Brand Metrics customers. Add a campaign budget and currency to any measurement to start seeing it in your reports.
/Product Team
Brand Metrics
