Veeva Crossix Early Impact: An In-Flight Optimization Metric to Improve Campaign Performance

Feb 10, 2025 | Mary Knoop

When measuring campaigns with the Crossix Measurement Suite, you don’t have to wait for your media to run for months to get insights and make optimizations. With rapid access to performance data tied to health outcomes, you can accelerate decision-making and improve campaign performance. Crossix Early Impact is a new in-flight optimization metric that helps brands make more informed optimization decisions faster.

Various performance indicators throughout the lifecycle of your campaign, such as audience quality, doctor visitation, and conversion data, can help you understand how media performs and determine if and how to optimize.

Let’s discuss how to incorporate the Early Impact metric into your optimization framework.

How is Early Impact different from net impact?

Net impact is the gold standard for measuring true incremental impact. It uses a rigorous test vs. control methodology to provide attribution insights that can be used for ROI. Early Impact is an early indicator of your campaign’s effectiveness. It’s updated weekly and available at granular levels such as publisher, audience, and placement group.

Early Impact leverages a predictive baseline based on health data and estimates whether individuals exposed to your ads would have converted anyway, even if they had not seen your media. The health attributes of individuals exposed to your media and the elapsed time since seeing an ad are the two main elements that compose the predictive baseline. Subtracting the predictive baseline from the gross conversion provides the Early Impact metric.

Who can leverage Early Impact?

Early Impact is available for all Consumer Digital campaigns and will be available later this year for Crossix TV and HCP Digital campaigns. Any brand with a conversion-to-brand KPI can leverage the metric.

Is Early Impact a better data point for optimizations than gross conversion?

Early Impact is a more informative metric than gross conversion alone. The predictive baseline that this metric uses accounts for the patients who would have started on treatment, even without seeing advertising. Gross conversions don’t account for this group. When gross conversions are higher than the predictive baseline, the difference is the Early Impact of the campaign. In fact, even though you may see gross conversions, Early Impact can still be zero, signaling that patients would have likely converted regardless of seeing your media and your ads might not be driving the right impact.

Are you ready to incorporate Early Impact into your optimization framework?

Analyzing the right data early and frequently is critical to improving campaign performance. The Crossix Early Impact metric provides an additional in-flight signal to understand media effectiveness and expedite decision-making to maximize value.

Do you know about the latest innovations in the Crossix Measurement Suite? Read our innovation guide to learn about more recent features and updates.

Want to learn more about how to leverage the Early Impact metric for your brand? Connect with your Crossix client services partner.