If your brand tracker is long and low signal, this entry will help you fix it. We show the funnel, the KPIs that matter, and the decisions each metric should drive.
This is a recap from our recent “This or That” session with Dan Fleetwood and Chris Robson, walks through modern tracker design, how to choose a primary KPI, and fast improvements you can ship right now.
Want the step-by-step version? Get the ebook Brand Trackers 101 for definitions, wording, scales, and examples.
Prefer to watch? Catch the on-demand webinar below.
The matchups that matter
Awareness vs Perception
Awareness puts you in the conversation. Perception is why you win it.
If your brand is already well known, put more energy into the handful of meanings you want to own. Track those specific attributes rather than a long list.
Consideration vs Preference
Consideration shows you made the list. Preference points to where the money goes.
Track both, then locate the biggest drop in your funnel. If consideration is healthy, preference is the better steering metric for growth.
Loyalty vs Advocacy
Loyalty fuels repeat business. Advocacy multiplies reach in word-of-mouth categories.
NPS can be useful where recommendations drive choice. It is not a one-size-fits-all answer, so pair it with a strong read on loyalty before you decide.
Traditional tracker vs Modern tracker
Old trackers rely on long grids that flatten responses and punish mobile users.
Modern trackers use shorter tasks, show only relevant brands, accept that not everyone rates everything, and route intelligently. The payoff is a cleaner signal and happier respondents.
Three rules for useful brand trackers
- Respect the respondent. Design for mobile. Keep tasks short. Ask only about brands people actually know.
- Show progress. Trend KPIs wave over wave and connect changes to actions.
- Balance the story. Combine perception and performance metrics so non-researchers can follow the logic.
Quick wins you can ship this month
- Remove one matrix and replace it with two focused questions that take 10 to 20 seconds.
- Add routing so people only rate brands they recognize.
- Cut the attribute list to the 3 to 5 meanings you want to be famous for.
- Put “share of consideration” next to “share of preference” in your dashboard.
- Set a cadence that matches your market’s pace, then add short pulses around key campaigns.
Brand Funnel Cheat Sheet
Use this as a one-screen reference. The questions are starter wordings. Targets are directional, so benchmark against your category norm and watch the trend over time.
| Stage | Core question | KPI | Typical target | If low, try |
|---|---|---|---|---|
| Awareness | “Which of the following brands have you heard of?” | Aided awareness % | Category norm dependent | Broader reach, PR, distribution |
| Consideration | “Which would you consider for your next purchase?” | Share of consideration | 20–40 percent common | Mid-funnel content, proof, pricing |
| Preference | “If choosing today, which would you pick?” | Share of preference | Lower than SOC | Positioning, trials, reviews, value props |
| Trial or Purchase | “Have you bought in the last X months?” | Penetration or purchase rate | Category norm dependent | Promos, availability, onboarding |
| Loyalty | “How likely to repurchase?” | Repeat rate or intent | Rising trend | CX fixes, lifecycle messaging |
| Advocacy | “How likely to recommend?” | NPS or recommend intent | Category norm dependent | Referral programs, social proof |
Frequently Asked Questions (FAQs)
A recurring study that measures movement through awareness, consideration, preference, trial or purchase, loyalty, and advocacy. It shows progress over time and where people drop off.
This depends on the stage your brand is at. We recommend tracking all funnel stages, then selecting one primary KPI based on the steepest drop. For many brands this is preference or trial, not awareness.
Match cadence to market velocity. Quarterly for steady categories, monthly for fast-moving or heavy ad spend, and short pulses around major campaigns.
It helps where recommendations influence choice. Pair NPS with loyalty and preference so you do not mistake word-of-mouth potential for actual demand.
Go mobile-first, cut grids, route by recognition, limit attributes to the meanings you want to own, and trend KPIs consistently to protect comparability.
