Result
Lift, % (relative)
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This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
Change in percentage points = awareness after − awareness before. Relative lift = (awareness after − awareness before) ÷ awareness before × 100% — these two figures are often confused, but they aren't the same.
The difference is especially noticeable at low starting awareness: going from 5% to 8% is only 3 percentage points, but a relative lift of 60%. State clearly which version of the lift you're reporting, so as not to create a false impression of the effect's scale.
For the lift to honestly reflect the campaign's effect, both measurements need to use the same method on a comparable sample — awareness can shift even without any advertising, simply from different survey methodology or seasonality, so a control group that didn't see the campaign gives a more accurate read.