How to Measure Brand Awareness: Metrics, Tools, and KPIs (2024)

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.

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

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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

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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?

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

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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

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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.

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.

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?

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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.

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.

How to Measure Brand Awareness: Metrics, Tools, and KPIs (2024)

FAQs

How do you measure KPI for brand awareness? ›

One way to measure your brand awareness is to survey and interview people. You can have questionnaires in your website, asking how visitors found you, or if they had heard of you before. You can also ask your current customers when they became aware of your brand.

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 the key metrics to measure awareness? ›

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.

How do you measure the success of a brand awareness campaign? ›

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

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.

What are some key brand metrics? ›

Here are 10 metrics that will help you track brand success:
  • Brand Awareness. ...
  • Brand Consideration. ...
  • Brand Associations. ...
  • Customer Satisfaction. ...
  • Brand Perception. ...
  • Brand Salience. ...
  • Brand Loyalty. ...
  • Brand Sentiment.

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

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 brand metrics? ›

Brand metrics are quantifiable variables that you measure to track your brand's performance. Without them, you would have no idea of the impact your marketing strategy is having on your business and your brand health.

What is a brand awareness example? ›

Brand awareness is the level of recognition and association by a potential customer towards your products and services. For example, if you need a cold drink, the chances are that you will think of Pepsi or Coke.

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.

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 will you measuring and interpreting brand performance? ›

The telling metrics to measure brand performance are: Top-of-mind (TOM), aided, and unaided brand awareness. Brand sentiment including overall brand perception. Brand consideration and purchase intent.

What are the 4 main KPIs? ›

Anyway, the four KPIs that always come out of these workshops are:
  • Customer Satisfaction,
  • Internal Process Quality,
  • Employee Satisfaction, and.
  • Financial Performance Index.
25 Sept 2013

What are 5 KPIs? ›

What Are the 5 Key Performance Indicators?
  • Revenue growth.
  • Revenue per client.
  • Profit margin.
  • Client retention rate.
  • Customer satisfaction.
17 Aug 2022

What do you measure in awareness campaign? ›

Now you're ready to start measuring the impact of your campaign!
  • Social Reach. Direct Social Reach. ...
  • Traditional Media. Traditional print, in-home and outdoor advertising is not a specialty of Whole Whale's, so we won't pretend to be experts on this. ...
  • Reputation. ...
  • Search & Interest Volume. ...
  • Site Traffic. ...
  • National Survey.

What are the 2 types of awareness? ›

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

What is a level of awareness? ›

The degree to which you are aware of what is going on around you, is your level of awareness, which will vary depending not only on where you are and what you're doing, but on your entire environment.

What is the awareness questionnaire? ›

The AQ is a rating scale, using clinician, informant and/or self-ratings to. measures patient's awareness of functioning in physical, cognitive, and behavioural domains as well as functioning in community activities.

What is a good brand awareness percentage? ›

Your brand awareness should be measured alongside that of your competitors. A boost of 25% in brand awareness for your brand is great, but if your competitors are growing it at double the rate, you need to step things up a notch.

Why is brand metrics important? ›

Metrics are an integral part of the brand strategy process. They are the key to understanding the drivers of brand strength and equity. Metrics help businesses understand how their brand is performing within the framework of customer values and expectations, and against competing brands.

What metrics are important to you as a brand manager? ›

Important metrics for a Brand Manager

brand awareness. brand perception. interactions. marketing ROI.

How do you measure brand preference? ›

There are at least three classes of methodologies to measure brand preference: Brand choice measures – veiled choice of preferred brand from a competitive set of brands. Survey questions – unveiled self-report of preferred brand. Constant sum measures – planned purchases among a competitive set of brands.

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

How does B2B measure brand awareness? ›

Social Engagement, Reach, and Mentions

Social media engagement, reach, and mentions all work together to provide a good gauge on your B2B brand awareness.

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 can you estimate when creating a brand awareness campaign? ›

The brand awareness objective's main reporting metric is estimated ad recall lift (people), which is the estimated number of people likely to remember your ads within two days. The brand awareness objective is designed for advertisers who want to find people who are more likely to recall their ads.

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.

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.

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 are the most important metrics in a B2B marketing plan? ›

The Most Desired Metrics in B2B Marketing

Deeper account-based marketing metrics. ROI by content influence. Cost of customer acquisition. Closed-won deal analysis.

How is B2B marketing success measured? ›

9 Crucial B2B Marketing Metrics to Measure and Improve
  1. Website Traffic. ...
  2. Email List Growth Rate. ...
  3. Social Media Metrics. ...
  4. Customer Acquisition Cost (CAC) ...
  5. Customer Lifetime Value (CLV) ...
  6. Cost per Lead. ...
  7. Marketing Qualified Leads (MQLs) ...
  8. Lead-To-Close Conversion Rate (CVR)
20 Jul 2021

What is spontaneous brand awareness? ›

Spontaneous Awareness (or Unaided) defined as a measure of how many respondents – expresses in a percentage - can quote a brand name without any assistance. The 1st mentioned of Spontaneous Awareness is called Top of Mind (TOM).

How can I increase my brand awareness offline? ›

Practical Ways to Boost Your Brand Visibility Offline
  1. Custom business stickers. A set of custom-made business stickers is a very effective way of boosting your brand's visibility. ...
  2. Vehicle graphics. ...
  3. Window stickers. ...
  4. Flyers and pamphlets. ...
  5. Business cards.

What are the marketing metrics? ›

Marketing metrics are a quantifiable way to track performance and are an important marketing measurement tool for gauging a campaign's effectiveness. The most appropriate marketing metrics vary greatly from one campaign to the next, but in general they measure the effects of your campaign on audience actions.

Is brand awareness qualitative or quantitative? ›

Brand awareness is typically calculated using a quantitative research survey. Researchers create a survey that asks consumers a variety of questions to measure familiarity with a brand. The responses are then compiled to provide insight on a brand's awareness.

What are some key brand metrics? ›

Here are 10 metrics that will help you track brand success:
  • Brand Awareness. ...
  • Brand Consideration. ...
  • Brand Associations. ...
  • Customer Satisfaction. ...
  • Brand Perception. ...
  • Brand Salience. ...
  • Brand Loyalty. ...
  • Brand Sentiment.

What value do you see in brand metrics? ›

‍Brand Metrics Recap

Brand awareness, both aided and unaided, will help you see how well known your brand is. Brand consideration is the insight that shows how many consumers would consider using your services or buying your products. Brand associations let you know exactly what people think about you.

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