How to Measure Brand Awareness? 10 Metrics & KPIs

How to Measure Brand Awareness in 2024: 10 Metrics & KPIs

Undoubtedly, brand awareness is the holy grail of marketing. But it’s also very challenging to find the right

Undoubtedly, brand awareness is the holy grail of marketing. But it’s also very challenging to find the right brand awareness metrics to measure it.

There are a lot of KPIs that can give you hints of your brand awareness. However, not all of them are reliable and worthy of your attention.

Are you tired of searching for the right metrics that will give a clear picture of your awareness level?

Time to quit your investigation, Sherlock! In this article, you’ll find how to measure brand awareness, with all the key — and not vanity — metrics and proven methods.

Why Should You Measure Brand Awareness?

There are a hundred reasons why you should measure your brand awareness but the following two are the main ones for us.

To assess your brand awareness campaigns’ effectiveness

Brand awareness is essential for people to get to know your brand and purchase YOUR products or services instead of your competitors at the end of the day.

In fact, 46% of U.S. consumers admit they pay more for brands they trust. And awareness is the first step to building trust. The more people are familiar with your brand, the better the chances for word of mouth, which in turn means more trust.

So, you should be tracking brand awareness to see if your campaigns are working or if you need to pivot. That way you can ensure you focus your time and effort in the right direction.

To spot mistakes in your marketing plan

According to Nielsen, brand awareness is a top priority for marketers but what if the problem for your decreased sales isn’t the lack of brand awareness?

Think about it: If you score great at the metrics for brand awareness but your sales remain low, the problem isn’t that many people don’t know your brand. It’s rather that people don’t trust it or your prices are too high.

So, by measuring brand awareness, you can identify where the problem may be. In this case, it’s in the middle stages of the funnel, so you and your team have to adjust your marketing plan accordingly.

How to Measure Brand Awareness Easily

It’s pretty common for marketers, like you, to get confused as to how to calculate brand awareness. After all, there are so many different brand awareness metrics and methods.

Here we’ve gathered four techniques that can help you measure your brand awareness.

Social Listening

Social listening is an excellent method to measure your brand awareness through social media. Simply put, it’s all about tracking your brand mentions and analyzing their reach, sentiment, and engagement to understand not only how many people know of your brand but also how they feel and interact with it.

We dive deeper into specific social listening metrics you should track in the next section.

Tracking Online Brand Performance

Your brand’s online performance isn’t limited to social media. You should keep track of your website performance, branded search results, and digital ads’ effectiveness to understand how many people get to know your brand every day.

For example, the more people visit your website, the more your awareness level is growing. The same goes for the rest.

The online performance of your brand helps you understand how your awareness increases over time as your campaigns pay off. And the tools you can use to track your brand performance can showcase that your marketing efforts are working well with facts and figures.

Brand Surveys

Also, you can carry out brand surveys to help you with brand awareness measurement.

An online brand awareness survey is easy to conduct. You can do it through various social media platforms and it can also be sent via email. Alternatively, you can run it as a targeted ad to users that fit your ideal buyer persona.

Usually, such surveys are questionnaires that are targeted randomly. That way you can get an insight into how many people are aware of your brand.

Normally, brands use these questions in surveys to measure their awareness level:

  • How familiar are you with our brand?
  • Have you heard of our brand before today?
  • If you have heard of our brand, where did you first come across it?
  • What comes to mind when you think of our brand?
  • Which of the following products or services do you associate with our brand?

Monitoring Content Performance

The performance of your content, whether it is on social media or your blog can tell you a lot about your brand awareness. On social media, the more engaging your content is, the more the algorithms surface it to other users. Thus, more and more people are getting familiar with your brand.

For blogs, the more helpful and interesting your content is, the better the chances users share it on their social or send it to a friend, increasing your brand awareness as well.

So, by monitoring your content performance you paint a clear picture of your awareness level and see what works and what doesn’t.

Now, that we’ve analyzed the different ways you can measure your brand awareness, let’s see which metrics to track with all these methods. Each of the following metrics represents a different aspect of brand awareness and we’ll suggest you the best tools for measuring each KPI as well.

10 Metrics to Measure Brand Awareness Effectively

Here’s the juicy part, a.k.a. how to measure brand awareness and avoid chasing vanity metrics and false KPIs.

Remember though, every business is different, so keep in mind that perhaps you don’t need all the metrics below. You can choose wisely based on your company’s size and your industry.

1. Social Listening Metrics

When performing social listening, here are the top metrics you need to track:

  • Total volume of your brand mentions: How much buzz does your brand name create? On which channels?
  • Total volume of your product/service mentions: Do people know your product and talk about it?
  • Unique social reach by each channel: How many users have seen the social media mentions of your brand?
  • Follower growth percentage by each channel: How many people joined your brand community recently?
  • Influencer reach: Are your influencer marketing campaigns working?
  • Hashtag performance: How successful are your branded hashtags on each social media?

These KPIs indicate how many people, accounts, and media outlets are talking about you in the digital world.

The more your mentions, followers, and reach are, the higher your brand awareness is.

How to measure social listening KPIs?

You can measure all these metrics using a social listening tool. These tools provide reliable insights, necessary when planning actions for increasing brand awareness on social media.

For example, Mentionlytics monitors the entire web and social media for your brand mentions, reviews, and branded hashtags and analyzes them in a handy platform that generates actionable data.

Mentionlytics Overview Dashboard
Mentionlytics also measures social media engagement and Share of Voice, which are other important brand awareness KPIs that we’ll cover separately below.

Measure important brand KPIs

Mentionlytics helps you measure important brand awareness KPIs, like social media engagement and Share of Voice.

2. Social Media Engagement

Social media engagement metrics can help you define your brand awareness rate. It’s important to keep track of the performance of your own social media activity and the content that you’re sharing.

Generally, the most important metrics to measure social media engagement are the number of:

  • Likes
  • Comments (+ their sentiments)
  • Shares
  • Views
  • Saves (on platforms like Instagram and TikTok)

If your social content generates many likes, shares, and comments chances are that your brand is doing fine in increasing awareness.

Additionally, the number of saves shows you how much your users loved your content. It might not be an ideal KPI for measuring the magnitude of your brand awareness but it surely shows its quality. Consider saves as super likes for your content.

Likewise, the sentiment of comments is another brand awareness KPI that measures the quality of your efforts. Not only do you need to know how many people left comments about your brand but you should also know if they’re positive or negative.

How to measure these KPIs?

Most social media platforms have native analytics that allow you to see engagement KPIs.

However, to check the more advanced brand awareness KPIs like sentiment analysis of your social mentions, you need again a social listening tool.

With such tools, you can get reports of your social media performance and gather all engagement and visibility metrics in one place automatically.

Sentiment and Emotion Analysis in Mentionlytics Reports

Try Mentionlytics for FREE

3. Share of Voice

Share of Voice is the most critical KPI for your brand awareness. It shows how many people are talking about you compared to your competitors.

It helps you identify the potential you have for increasing your brand awareness to people who know your competitors — so they’re interested in what you offer — but they don’t know you yet.

Share of Voice in Mentionlytics

How to measure this KPI?

Share of Voice is a complicated metric to measure. You can use Mentionlytics to automatically calculate it and include it in your performance reports.

Pro Tip: Read our comprehensive guide on measuring Share of Voice to get more information on this metric.

4. Website Traffic

Website traffic is the answer to how to measure a brand awareness campaign effectively.

For instance, if you’re running an awareness campaign for your e-commerce website, one of the success indicators is an increase in the number of visitors checking out your website. That means your campaign is paying off.

High traffic is a solid indication that more people are discovering you through your digital marketing campaigns.

On the other hand, direct traffic is a clear metric that shows people are already familiar with your brand. So, this one is perfect for measuring your current brand awareness status.

How to measure website traffic?

Google Analytics is one of the essential brand awareness measurement tools you should leverage whenever you run campaigns. It offers a variety of trusted metrics for them and provides actionable data for retargeting ads.

5. Customer Reviews

The number of customer reviews is a great indicator of your brand awareness level. It’s pretty simple how this works.

If you see more people sharing their experience with your products or services on review platforms such as G2 or Tripadvisor, that means more people know your brand. And this helps spread the word about your brand to other potential customers as well, should the reviews be positive.

How to measure this KPI?

A social listening tool that tracks mentions across the web can help you with review monitoring. The tool will track your brand mentions on all review websites and gather them all in a single platform. So, you can have a look at their total number and see which are positive and which are not.

6. Search Volume Data

Another key metric of brand awareness is branded search volume. If your brand is getting a lot of searches it means that more and more people are becoming interested in it. Checking out the search volume data over a long period gives better indicators.

How to measure this KPI?

To find and measure these metrics you can use Google Trends and Google Ads.

Of course, various other tools can show you the number of times your brand is searched online. Nevertheless, Google tools are free to use and highly reliable.

Also, note that there is a challenge in using branded search volume data in case your brand has a generic term such as Shell, Virgin, Total, and others. So, you might need to be more specific, to get results only regarding your brand.

7. Leads and Sales

New marketing leads and increased sales are reliable KPIs that your awareness campaigns are driving results. After all, it’s more likely to purchase a brand you’re already familiar with than a completely unfamiliar one.

How to measure this?

Your CRM can tell you all about it!

8. Blog Traffic and Shares

If you leverage content marketing, then your blog traffic is an invaluable metric of your brand awareness. If your blog traffic is increasing, that means more people are getting to know and engage with your brand. It also means that the channels you share your content work great.

Pro Tip: Except for traffic, always check out your blog shares. It indicates brand awareness but most importantly that readers like the quality of your blog posts.

How to measure blog traffic & shares?

Use Google Analytics to go through your blog traffic and check the social traffic you get from the links you share on social media. Also, you can check how many times your blog post got shared by checking the social media sharing buttons (if you already implemented it on your website).

9. Backlinks

Backlinks are another reliable KPI. You can track your backlinks by checking out the referral traffic in your website’s Google Analytics, or other tools. That way you can see which websites are referencing your brand, product, or services.

The more backlinks your website and content get, the better you perform in search engines. Also, that way your website’s organic and referral traffic increases as well.

How to measure backlinks?

Use tools like Semrush and Ahrefs to measure your brand awareness through backlinks.

10. Online Media Coverage

Last, you should include in your brand awareness campaign metrics the online media coverage your brand gets from news outlets and other websites, apart from social channels.

How to measure this brand awareness KPI?

Media monitoring gives you a complete overview of your earned media coverage, namely the publicity your brand gets without ads and content marketing efforts.

Media Share Pie in Mentionlytics Reports

You can have a media monitoring report ready in seconds with Mentionlytics.

Try Mentionlytics for FREE

Real-time vs Point-in-time: Which Method to Measure Brand Awareness?

Now, it’s only reasonable to think about how to measure brand awareness metrics in terms of frequency. We briefly analyze below the 2 most common ways.

Real-time Brand Awareness Measurement

Real-time brand awareness measurement is basically the method of keeping an eye on your KPIs at all times to monitor the results of your campaigns and marketing efforts continuously.

With this method, you can see the evolution of your KPIs as it happens, catch any mistakes, and pivot your brand strategy before it’s too late.

Point-in-time Brand Awareness Measurement

On the other hand, point-in-time brand awareness measurement is the method of reviewing your brand awareness KPIs at specific intervals. For example quarterly or yearly, or after the end of a certain campaign.

This method is good for reflecting upon past actions, campaigns, and strategies. And, mostly, understanding your brand awareness status.

We recommend you use both methods to keep up-to-date with your brand awareness status changes. Take into account what has already happened to learn from your mistakes and build your brand awareness with a strong, data-driven strategy.

Start Measuring Your Brand Awareness

Understanding and measuring brand awareness is a pivotal aspect of any marketing strategy.

From social listening metrics to website traffic, customer surveys, and online media coverage, the key to measuring brand awareness lies in the effective use of reliable tools and consistent tracking of relevant KPIs.

So, don’t stay in the dark any longer. You can easily measure your brand awareness with Mentionlytics. Sign up for a free trial to start measuring your brand awareness effectively today!

FAQ

What is a Good Brand Awareness Percentage?

A good brand awareness percentage depends on the stage of your business. For example, if you run your business for a couple of years now but 10% of your target audience knows you, that is excellent. Nevertheless, if you run it for 10 years that percentage might be low. You should, also, take into consideration your competitors and their market share to understand your score better.

How to Measure Brand Awareness Online?

The key metrics to measure brand awareness online are brand mentions, website traffic, branded search volume data, social media engagement, Share of Voice, blog traffic and shares, backlinks, and online media coverage.

Maira Volitaki

About Maira Volitaki

Just a content manager here who loves researching and writing about all things marketing. But when off-duty, you’ll find me lost in a mystery book or binge-watching TV shows... or petting the nearest dog! 🐶 Feel free to drop me a line on LinkedIn.