For companies who want to monitor evolving consumer insights

Product Overview

See how your brand is performing in key audiences, markets, and metrics.

For companies who want to measure campaign effect on brand health

Sustainability Tracker

Upgrade your brand tracker to unlock even more sustainability insights.

For companies who want to understand general brand performance

The Ultimate Guide To Rebranding

Learn how to prepare a rebrand strategy, how to create a new brand identity, and the best way to share it with the world. Fill the form to get your FREE copy of the Ultimate Guide to Rebranding.

Measure Brand Awareness

Map brand perception globally and increase your brand’s awareness.

Audience Segmentation

Build your dream target audience segments with our Audience Segment Builder.

Designing a mobile-first respondent experience to increase reach and frequency in over 100 countries.

Bayesian machine learning to provide more reliable results than quota sampling.

Data Confidence

Our algorithm detects which respondents are providing high-quality answers to our surveys.

Mobile-Optimized Surveys

Learn how we create a smooth mobile user experience for survey respondents that ensures valid and reliable results.

The Ultimate Guide to Brand Tracking

A fresh look at brand tracking fundamentals for high-growth businesses. Find out everything you need to know about brand tracking here.

Get the latest information and insights into the world of brand

Access up-to-date research and reports on the hottest areas of brand

Customer Stories

Hear from the companies that use Latana Brand Tracking to grow legendary brands

Receive more technical, in-depth descriptions of how advanced brand tracking works

Get access to the assets that will help you beat the competition

Brand Bites Series

Insights into brand performance using Latana's brand tracking data

Sustainability Perception Index 2020

The Sustainability Perception Index is the world’s largest study on sustainable insights and brands. Discover the winning brands and insights into what consumers want from companies today.

Getting Started

We regularly update and add features to the Latana dashboard, and we collect all learning materials in this organized database.

Getting Started

Understanding KPIs

What is a KPI?

A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. High-level organization KPIs are metrics that are measurable over-time, like Revenue and Retention. Brand KPIs work the same way, however they’re specific to brand.

Brand Funnel KPIs

In your dashboard, you can find the Brand Funnel KPIs in the Brand Funnel section. These include, but are not limited to, Unaided Awareness, Aided Awareness, Consideration, Preference, and Usage. Together, these KPIs capture the journey a customer goes through from discovery to purchase. Individually, they can be used to track the performance of your campaigns in converting your audience into customers and inform your strategic brand objectives. For more information on the Brand Funnel KPIs, check out our All Things Brand Funnel article.

Other KPIs

Under the All KPIs section, you will find all the available KPIs on your dashboard. These generally include the following:

Brand Knowledge: how knowledgeable of your brand are those who are aware of it

Brand Affinity: to what extent do those who aware of your brand like your brand

Brand Associations: which imagery or attributes do those who are aware of your brand most associate with it

In the All KPIs section, you will also find any other custom KPIs you have chosen to track. These could be brand or category specific. Examples of these include NPS, Barriers/Drivers to Consider, Ad Awareness and more. For more information on finding the right KPIs to track for your brand, check out our article Choosing the Right Custom KPIs.