Funnel · step 1 of 4
Awareness Drivers
Of the consumers who are aware, how did they become aware?
Which channels drive our awareness?
The campaign budget is spent. Did awareness move, and through which channel? A post-campaign deck that shows up after the next plan is locked is too late.
BrightLeafAwareness driversN = 10,000Error margin ±1.0
BrightLeaf · How aware consumers found the brand · US
- In store41%
- Social media34%
- Word of mouth26%
- TV22%
- Online video18%
- Largest source
- Other sources
Share of aware consumers. People can name more than one source, so the bars don't add up to 100.
In-store visibility is the biggest single source of awareness.
Illustrative data · BrightLeaf, Sparkling Tea · Wave 06-2026
The metrics behind it
What answers “Which channels drive our awareness?”
The metrics that answer this question.
Funnel · step 1 of 4
Ad Recall
Do consumers remember seeing your advertising, and where?
Funnel · step 1 of 4
Awareness Rate
What % of consumers are aware of your brand or product?
All part of the 30-metric framework:
Awareness & ReachChannels, Value & Competition
How it works
From the question to the next wave.
Three steps. The dashboard updates when the wave is in — one-time, or on the cadence you set.
- 01
Measure wave over wave
Campaign movement shows up against the previous wave, not a one-off snapshot.
- 02
Attribute the change
See which channels and campaigns moved awareness.
- 03
Reallocate
Move budget to the channels that worked.
Also
Other questions, same tracker.
Brand health trackingIs our brand getting healthier?Competitor benchmarkingWhere do we lead, and where do we trail?Purchase funnel trackingWhere does our funnel leak?Brand strategy & planningWhere should the brand position itself?Shopper insightsWhere and how do shoppers choose?Audience & segmentationWho are our buyers, really?Usage & occasionsWhen and why do people choose us?
Show what the campaign did, and spend the next dollar with evidence.
A 30-minute call, or just let us know what you need.