WildfireCampaign measurement
Measure what changes. Not just what’s seen.
Every campaign includes brand lift as added value, at no extra cost, alongside delivery and response metrics. Each answers a different question: who could see the campaign, what people did, and whether brand perceptions changed.
Agree the objective before launch.
Start with the decision you need to make after the campaign. Define the audience, conversion event, reporting period and success criteria in the brief.
Delivery and audience
Community membership describes potential audience scale. Impressions describe reported content delivery. Neither is interchangeable with unique people reached or completed actions.
Engagement and actions
Clicks, poll responses, competition entries, registrations and downloads are separate measures. Label the event and reporting scope so the number is useful.
Brand lift
Included on every campaign as added value. Studies cover awareness, familiarity, favourability, consideration and action intent. Preferred measurement partners can be integrated on request.
What does brand lift measure?
Brand lift uses survey responses to assess differences in brand perception, comparing a campaign-exposed group with a comparable control group.
The campaign report should specify its study design, sample, survey dates, question wording and benchmark. A stated intention to buy is not a recorded purchase.
For example, a movement from 20% to 30% is an increase of 10 percentage points, or 50% relative lift. These describe the same illustrative change; neither means 50% more sales.
Read the result in context.
Cost per click
Campaign cost divided by recorded clicks. A click indicates response to the message; it does not confirm a completed registration or sale.
Cost per action
Campaign cost divided by a defined action. Always name the action: a registration, download and in-game milestone are different events.
Attribution
Agree the event source, attribution window and reporting approach. Observed conversions and incremental impact are different questions.
When comparing campaigns, use the same metric definition, cost basis and audience context. An individual community’s best result should not be presented as the whole campaign’s average.
What does “56M combined members” mean?
Wildfire’s network spans 500+ communities with 56M combined members across Discord and Reddit. This is the scale of the network, not a promise of 56M impressions, unique people or monthly campaign reach. The audience for an individual brief depends on the communities and placements selected.
For an enquiry, include the audience you need to reach, the market, campaign dates and the action or brand outcome you want to measure.
For brand and agency teams
Bring us your brief.
Tell us your audience, markets, timing and objective. We’ll discuss the communities, creative and measurement that fit your campaign.
Most initial tests are $25K–$50K. Custom builds and campaign scope affect timing and budget.
Submit a brief →