Measuring the social impact of a campaign
"But How Do We Measure It?"  A Question I Hear All the Time

Let’s be honest: when it comes to social impact, a lot of brands talk the talk… but stop short of tracking real results.
I often hear, “We’re not sure how to measure it, so we just don’t.”
But skipping measurement isn’t neutral, it’s risky. If we want to show our campaigns actually do good, we need to prove it. That means going beyond views or likes, and asking: what did this change for real people?

This article explains how to do just that and simply, clearly, and with purpose.

Why Measuring Social Impact Matters

In today’s world, where people expect transparency and action, measuring social impact is essential. Here’s why:

• It prevents greenwashing or purpose-washing
  

• It proves your commitment is real, not just a marketing move
  

• It helps you improve future campaigns by learning what works — and what doesn’t
  

With Ad for Good, brands get a clear, traceable system to measure and showcase the positive outcomes of their advertising.

The 3 Core Dimensions of Social Impact

1. Financial Impact

• Total amount donated to the nonprofit
•  % of your media budget allocated to the cause
  

2. Operational Impact

• Number of people reached or helped
• Concrete actions delivered (e.g. meals served, trees planted, workshops held)

3. Perceptual (Brand) Impact

• Brand awareness uplift
• Improvement in brand perception (empathy, innovation, responsibility)
• Organic engagement on social media (comments, shares, mentions)

What Tools Can You Use to Track It?

You don’t need complex AI dashboards but just the right tools and transparency:

• Post-campaign surveys (brand recall, perception shifts)

• Press and digital coverage tracking

• Impact data from nonprofit partners

• Reports from Ad for Good tailored to your campaign
  

A well-documented campaign doesn’t just help your brand and it also gives visibility and credibility to the cause you support.

How Ad for Good Supports Media Teams and Sales

Ad for Good helps ad networks and sales teams prove the value of their impact campaigns by offering:

•  Certified formats with proven social outcomes

• Ready-to-use impact reports for campaign reviews

• A new way to stand out to purpose-driven advertisers
  

With the Ad for Good label, your teams can confidently pitch campaigns that are not just high-performing but also meaningful.