How to Measure Brand Awareness: Metrics, Tools, and KPIs (2022)

Measuring brand awareness can be challenging, with uplift not always being directly attributable to your efforts. There are several ways to increase brand awareness — and a compelling list of reasons why you should do so.

Building brand awareness helps audiences to recognize, recall, and relate to your business. It sets in motion a series of steps that take people from curious strangers to satisfied customers.

Even if you have the right brand awareness strategies in place, it’s important to know how to measure brand awareness and choose the right brand-measurement tools.

This is challenging. Your approach to measuring brand awareness depends on a variety of factors, including your goals and objectives, audience behaviors, and distribution channels.

Yet, you can’t back down from this challenge. Learning how to measure brand-awareness campaigns helps you to improve return on investment (ROI) and better understand how to reach your target audience.

Here we explore key metrics for measuring brand awareness — and the tools you need to gather these metrics.

Brand Awareness Metrics

1. Brand Impressions

How to Measure Brand Awareness: Metrics, Tools, and KPIs (1)
This is the rawest metric you’ll use to measure brand awareness. Impressions tell you how many times your campaign content displays. They provide a solid foundation for understanding your brand-awareness campaign’s performance.

Why Measure Impressions?

Impressions may not indicate how many people saw or absorbed your content, but they will tell you how many people were shown it. From here, you can check metrics such as engagement, clicks, and website traffic to better understand how your audience received your campaign content.

(Video) 3 Metrics to Measure Your Brand Awareness Campaigns

Brand Awareness Tools to Measure Impressions

You can measure impressions via your chosen distribution channel, such as a social site like Facebook, search platform like Google AdWords, or a native-advertising platform like Taboola.

2. Website Traffic

How to Measure Brand Awareness: Metrics, Tools, and KPIs (2)
Website traffic tells you how many people are visiting your site, either by typing it into the search bar or by clicking on it via a native, search, or social ad. Simply put, if that traffic increases over time — especially right after you launch a campaign — that’s a good sign that brand awareness is building.

To find out where this traffic is coming from, it’s important to check your referral sources. These shows you which platforms drive the most traffic and which aren’t pulling their weight.

Why measure website traffic?

Website traffic indicates that people are not only becoming aware of your brand, but are also interested in learning more. They processed your messaging and clicked through to read further or they remembered your brand and checked out your products.

Brand awareness tools to measure website traffic

Google Analytics helps you measure website traffic over time, check referral sources, and break down your visitor pool by specific demographics and behaviors.

3. Social Media Engagement

How to Measure Brand Awareness: Metrics, Tools, and KPIs (3)
Social platforms offer a wealth of metrics and robust analytics tools, especially for ads and sponsored posts.

When building brand awareness organically or through paid options, such as native ads and influencer partnerships, it’s important to measure social metrics. These include: reach, impressions, likes, shares, comments, clicks, follows, mentions, and hashtag uses.

Why measure social engagement?

(Video) What are the most important branding KPIs - Managing a Brand: Module 1 Lesson 5

Social metrics indicate how the conversation is unfolding around your brand. Is your brand awareness positive or negative? Which influencers or hashtags are driving that awareness? Is this awareness motivating people to follow your account and comment with their own experiences? Social metrics help you to answer these questions. The downside is that this data is limited to specific social platforms; it doesn’t indicate how awareness is spreading across the open web.

Brand awareness tools to measure social engagement

Each individual social platform provides analytics for your brand-awareness campaigns, but you can also use social media management tools such as Hootsuite and Buffer to track your performance on social channels.

4. Search Volume Data

How to Measure Brand Awareness: Metrics, Tools, and KPIs (4)
If you’re looking to build brand awareness on a search platform such as Google, it’s important to gauge the search volume around your business and industry keywords. This tells you how many people are searching for your company name, products, or solutions like the ones you offer.

Why measure search volume data?

Search volume data helps you see how much interest there is around your brand and industry. It also shows how your search volume stacks up to those of your competitors, and how much opportunity there is to build awareness around certain keywords. You can use this data to launch more informed and targeted campaigns.

Brand awareness tools to measure search volume data

You can use keyword research tools such as Google Trends, Google Keyword Planner, Moz Keyword Explorer, and SEMrush to see what people are searching for and how your brand awareness keywords stack up.

5. Brand-Awareness Surveys

How to Measure Brand Awareness: Metrics, Tools, and KPIs (5)

Hard data is valuable, but you can also learn a great deal about your audiences by speaking to them directly and gathering qualitative feedback. This is easily done through brand-awareness surveys.

(Video) Brand Metrics: How to Measure Brand Awareness - Managing a Brand: Module 1 Lesson 6

How do you conduct a brand awareness study?

When conducting a brand awareness survey, ask questions like:

  • What do you know about our brand (i.e. mission, products, services)?
  • When you think of our brand, what comes to mind?
  • Which competitors have you heard of?

Why use a brand-awareness survey

You should consider using brand-awareness surveys to provide context to your quantitative data. They also help you build brand affinity by establishing a one-on-one connection with audiences and offering them a special offer or discount for participating.

Tools to conduct a brand-awareness survey

Use surveys conducted via email, phone, or through website forms. Tools such as SurveyMonkey and Typeform provide ready-to-use templates for brand-awareness surveys, and will help you track and organize responses.

38 Case Studies From Brands That Have Succeeded With Taboola

6. Earned media

Earned media is best described as third-party publicity that was not paid for––this can include mentions in an article, mentions on social media, mentions on a blog, and more.

(Video) Digital Marketing Metrics & KPI's Explained (With Examples) 2022

Why measure earned media

Measuring earned media is a way to keep tabs on who is talking about your brand, what they’re saying, and when they said it. You can use these records to keep an eye on any spikes you may have seen in other areas (sales, followers, leads), or to just stay aware of how and when people may be becoming aware of your brand.

Brand awareness tools to measure earned media

To avoid keeping track of earned media manually, tools are available such as Cision’s Media Monitoring, monitoring from Critical Mention, and more.

7. External links

Similar to keeping tabs on your earned media, measuring where your website is being linked is another way to measure brand awareness.

Why measure external links

Doing so can also help you identify places where your website has been improperly linked, misspelled, and more, so you don’t miss out on these valuable brand awareness opportunities.

Brand awareness tools to measure external links

You can use tools like the Link Explorer from Moz or Linkody’s Backlink Checker, to remove some of the burden of managing backlinks manually.

How Do You Choose the Right Brand-Awareness Metrics?

How to Measure Brand Awareness: Metrics, Tools, and KPIs (6)

As outlined above, there are pros and cons to each of these metrics for measuring brand awareness. Surveys provide you with qualitative feedback, but lack the hard quantitative data of many analytics platforms. Social engagement metrics track reach, impressions, and feedback, but they remain stuck within the walled gardens of each platform. Website traffic from native-advertising campaigns are particularly effective, however, because they indicate how your brand performs across the entire open web.

That’s why it’s important to consider your specific brand awareness objectives. These help you find the right tools to measure brand awareness for your key performance indicators (KPIs) and audience. Once you have these brand-awareness metrics at your fingertips, you can use them to launch performance marketing campaigns and calculate customer acquisition cost — taking your marketing operation to the next level.

Which KPIs do we use to Measure Brand Awareness Campaigns with Taboola?

You can use a content discovery platform such as Taboola to correctly and comprehensively measure brand awareness and analyze your brand awareness KPIs.

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With your campaign up and running, Taboola tracks these brand awareness metrics:

  • Impressions – The total number of times people saw your campaign content
  • Clicks – The total number of clicks your content received, driving people to your website
  • Click-through-rate – The percentage of people who clicked on your campaign content
  • Average cost-per-click (CPC) – The average charge per click
  • Cost-per-thousand (CPM) – The amount you pay per one thousand impressions of your campaign content.

See how brands such as Samsung Life used Taboola to build brand awareness and track these metrics in our brand awareness case study. And refer to these helpful brand awareness examples to get started building — and measuring — your next campaign.

FAQs

Which KPIs do we use to measure brand awareness? ›

These include but are not limited to: Impressions, Clicks, CTR. However, the key brand awareness KPI indicator is the number of impressions. While increasing brand awareness on DSP, you might want to hit additional goals like achieving higher conversions and sales.

How do you measure brand awareness of a brand? ›

7 Ways to Measure Brand Awareness
  1. Traffic. What it means: This refers to measuring the overall impact that your campaign has on traffic to your website. ...
  2. Branded Search Volume. ...
  3. Mentions. ...
  4. Overall revenue/leads increase. ...
  5. Social Media Engagement. ...
  6. Video Metrics. ...
  7. Full-Funnel Attribution.
14 Apr 2022

What tools would you use to measure brand awareness? ›

Use Google Analytics. Google Analytics is a perfect tool for measuring brand awareness because it determines the sources of traffic, identifies user demographics, and shows how engaged your audience is.

What is an example of a KPI? ›

SMART KPI examples are KPIs such as “revenue per region per month” or “new customers per quarter”. Iterate and evolve. Over time, see how you or your audience are using the set of KPIs and if you find that certain ones aren't relevant, remove or replace them.

How do you measure awareness level? ›

By making use of questionnaire. You may use both Binary and Ordinal scale. Prepare a questionnaire then firstly use binary scale, If answer is YES then follow ordinal scale i.e. whether knowledge is low, average or high. In case of binary scale if answer is NO, then question ends here itself.

How do you measure effectiveness of awareness campaign? ›

Before running an awareness campaign, figure out your baseline for website traffic. Then, measure your website traffic during and immediately after the run of your campaign and compare the figures. If traffic increases it can be inferred that your awareness campaign was successful.

What are the two approaches you may use in measuring brand awareness? ›

How do you measure brand awareness?
  • Social media reach. There is only one place to begin, and this is with social media reach. ...
  • Use Google Search Console. The most effective way of measuring brand awareness is to collate data from Google Search Console. ...
  • Make the most of brand tracking software.

How is brand awareness and reputation measured? ›

Here are 5 methods to help you:
  1. Conduct a Market Study. Surveys and consumer surveys are the most traditional ways to measure your reputation. ...
  2. Measure Your Notoriety on Social Networks. ...
  3. Measure Your Reputation via Your Website. ...
  4. Measure Your Reputation in The Media. ...
  5. Compare Your Reputation.
3 Feb 2020

Why do we measure brand awareness? ›

Brand awareness is the ability of the consumer to remember the brand with reference to the product or service when it comes time for a consumer to make a purchase or conduct a transaction. The higher the brand awareness of your product or service, the higher sales will be.

What are the four 4 levels of brand awareness? ›

There are four levels of brand awareness that can be visualised by using a brand awareness pyramid. Based on marketing mogul, David Aaker's brand loyalty pyramid, the levels of brand awareness are zero awareness, recognition, brand recall, and top of the buyer's mind.

How is brand awareness measured offline? ›

Using customized URLs is among the easiest and best measures to track the performance of your offline marketing. Create Google analytics with search console: Google analytics is an online tool used to track the performance of offline marketing by installing the tracking code on your web page.

How often should you measure brand awareness? ›

While the optimal schedule for brand health analysis varies from company to company, you should conduct in-depth primary market research every 12 to 18 months and at key points in your business' lifespan.

What is the best way to measure KPI? ›

The most common tool for tracking KPIs is web analytics. Google Analytics is able to track a myriad of data, from website performance to new subscribers, to sales.

What is your KPI answer? ›

What is a KPI? KPI stands for key performance indicator, a quantifiable measure of performance over time for a specific objective. KPIs provide targets for teams to shoot for, milestones to gauge progress, and insights that help people across the organization make better decisions.

What are the 2 types of awareness? ›

There are three different types of awareness: Peripheral awareness. Sensory awareness. Self-awareness.

What is an awareness score? ›

The Brand Awareness Score section shows whether people talk about your brand and whether is it growing over time. It also shows how many times your Instagram profile has been mentioned in other posts and Stories.

How is digital marketing awareness measured? ›

Look at website traffic

The direct channel in Google Analytics tracks the number of people who typed your URL into their address bar, used a browser bookmark, or clicked a link in an untracked email or offline document. Monitoring this over time will give you an indication of changes in brand awareness.

What two things can be created to help measure awareness training effectiveness? ›

How companies measure the effectiveness of security awareness training
  • Monitoring the number and type of security incidents they experienced (62%)
  • Employee feedback (45%)
  • Monitoring behavioural change (34%)
  • Surveys (24%)
  • Training attendance (24%)
  • Alignment with university strategic goals (9%)
  • Targeted assessments (9%)
2 Nov 2018

What makes an awareness campaign successful? ›

Actively encourage readers to click through to learn more. Your followers' social media posts about your campaign. Peer-to-peer sharing is a crucial part of successful awareness campaigns, but make sure your followers' posts are helping to drive more traffic to your website, too.

What are the three types of brand awareness? ›

There are mainly three types of Brand Awareness – brand recall, brand recognition, brand dominance.

What are the types of brand measurement? ›

Brand measurement programs measure aspects of a brand's product, competitors and its category and include metrics such as advocacy, affinity, appeal, association, awareness, loyalty, perception, personality, reputation, recall, preference, strength, sentiment, salience, trust, usage and more.

Is brand awareness a good measure for brand equity? ›

Brand Awareness

Customer knowledge of your products and services is an important part of brand equity.

What are the 4 key elements of a brand? ›

A strong brand requires a strong brand identity, brand image, brand culture, and brand personality. Implementing a successful brand strategy that develops all four of these components increases brand trust, loyalty, and awareness.

What are the 5 stages of brand recognition? ›

Here are the 5 levels of brand recognition and how you can build your business to improve it:
  • Brand rejection. If someone associates your brand with something negative, they will purposely avoid your product. ...
  • Brand non-recognition. ...
  • Brand recognition. ...
  • Brand preference. ...
  • Brand loyalty.

How do you solve lack of brand awareness? ›

First, be sure that you are consistently posting on social media. Invest in targeted ads to get seen and be sure that those ads are attention-grabbing and relevant to your targeted audience. Another way to increase awareness is by linking with social influencers to help market your product or service.

How do you measure brand awareness for B2B? ›

How to Measure B2B Brand Awareness
  1. Direct Traffic. ...
  2. Here's a few things you can do to help:
  3. Organic Volume. ...
  4. Some good online tools for tracking organic search volume include:
  5. Social Engagement, Reach, and Mentions. ...
  6. Brand Awareness Surveys. ...
  7. Google Alerts.
21 Sept 2021

› blog › measure-brand-awareness ›

Webinars, blog posts, influencer marketing—these are only some of the ways in which brands nowadays try to spread their influence in the market and attract new ...
Brand Awareness is a measure of consumer's brand recall and brand recognition. Evaluating and predicting consumer behavior is required for brand management....
If your product is memorable to consumers, they'll also be more likely to ask for it when it's not available. For example, shoppers in a supermarket are...

How do you measure effectiveness of awareness campaign? ›

Before running an awareness campaign, figure out your baseline for website traffic. Then, measure your website traffic during and immediately after the run of your campaign and compare the figures. If traffic increases it can be inferred that your awareness campaign was successful.

How is brand awareness and recall measured? ›

It can be estimated as the percentage of people who were able to recognize your business. To calculate your brand recall rate, divide the number of survey respondents who accurately identified your brand by the total number of respondents. Then, multiply the resulting figure by 100 to convert it to a percentage.

Why do we measure brand awareness? ›

Brand awareness is the ability of the consumer to remember the brand with reference to the product or service when it comes time for a consumer to make a purchase or conduct a transaction. The higher the brand awareness of your product or service, the higher sales will be.

What two things can be created to help measure awareness training effectiveness? ›

How companies measure the effectiveness of security awareness training
  • Monitoring the number and type of security incidents they experienced (62%)
  • Employee feedback (45%)
  • Monitoring behavioural change (34%)
  • Surveys (24%)
  • Training attendance (24%)
  • Alignment with university strategic goals (9%)
  • Targeted assessments (9%)
2 Nov 2018

What makes an awareness campaign successful? ›

Actively encourage readers to click through to learn more. Your followers' social media posts about your campaign. Peer-to-peer sharing is a crucial part of successful awareness campaigns, but make sure your followers' posts are helping to drive more traffic to your website, too.

How often should you measure brand awareness? ›

While the optimal schedule for brand health analysis varies from company to company, you should conduct in-depth primary market research every 12 to 18 months and at key points in your business' lifespan.

How is brand awareness and loyalty measured? ›

One way you can measure brand loyalty is through a customer survey. You can ask your target audience a range of questions that capture things like how often they purchase your products and services, how often they consider those of competitors (and which competitors!), and how they perceive your brand generally.

How is brand awareness measured offline? ›

Using customized URLs is among the easiest and best measures to track the performance of your offline marketing. Create Google analytics with search console: Google analytics is an online tool used to track the performance of offline marketing by installing the tracking code on your web page.

What are the two approaches you may use in measuring brand awareness? ›

How do you measure brand awareness?
  • Social media reach. There is only one place to begin, and this is with social media reach. ...
  • Use Google Search Console. The most effective way of measuring brand awareness is to collate data from Google Search Console. ...
  • Make the most of brand tracking software.

How do you explain brand awareness? ›

Brand awareness is a general term that describes how familiar (aware) consumers are with a brand or its products. Put simply, brand awareness is the measure of how memorable and recognizable a brand is to its target audience.

Is brand awareness a good measure for brand equity? ›

Brand Awareness

Customer knowledge of your products and services is an important part of brand equity.

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