🧢 Coach T’s Recap
Not every brand perception drives growth. The Advanced Conversion Drivers report shows you which ones actually move people through the funnel.
Your brand health data shows how people perceive your brand across a set of key statements. However, not all perceptions influence choice equally.
You might score highly on “is passionate about what they do.” That is positive. But it may not meaningfully move someone from awareness to consideration, or from consideration to preference. Meanwhile, “is a brand I trust” might make someone 3.7 times more likely to convert.
Without knowing which perceptions truly drive conversion, it is easy to over invest in messaging that feels good but does not grow the business. That is where Advanced Conversion Drivers comes in.
What are Advanced Conversion Drivers?
Advanced Conversion Drivers are a category-level analysis that shows which brand statements have the greatest impact on conversion at different stages of the funnel.
The report calculates which perceptions are statistically linked to movement from:
Awareness to Consideration
Consideration to Preference
Consideration to Usage
What does this look like in practice?
Let's say you are tracking brand health in the accommodation services category.
Your brand might perform well on multiple attributes, but not all of them drive conversion equally.
Here we can see that “Is a brand I trust” has the strongest impact on conversion in this category.
"In the accommodation services category in the United States, consumers who associate a brand with trust are 3.7 times more likely to move from awareness to consideration."
That tells you something important. Trust is not just a nice-to-have perception. It is a key driver of conversion. If your brand is not strongly associated with trust, improving that perception is likely to have a meaningful impact on funnel movement. On the other hand, attributes like “Is passionate about what they do,” while positive, have a much smaller impact on conversion.
This helps you prioritize. Instead of spreading messaging evenly across every attribute, you can focus on the perceptions that actually move people forward. You can also filter this analysis by demographic segments to see whether different audiences are driven by different attributes.
Where to find this in Tracksuit
The Advanced Conversion Drivers report lives in the Training Ground section of your dashboard.
Can’t see it? Reach out to your Brand Champ. They can add it to your account at no additional cost.
When is this useful?
Advanced Conversion Drivers are especially valuable when messaging, positioning, and funnel performance need to align.
What you can do | What this unlocks for you |
Prioritize messaging hierarchy | Focus creative and media investment on the perceptions that actually drive conversion |
Challenge assumptions | Validate whether your strategic pillars align with what influences choice in your category |
Refine positioning | Identify whether you are strong on low-impact attributes but weak on high-impact ones |
Tailor by audience | See whether different demographic groups are driven by different brand perceptions |
How is this different from traditional drivers analysis?
A traditional drivers analysis asks an open-ended question like “What matters most to you when choosing a brand in this category?” and collects all possible reasons people might consider or purchase.
Advanced Conversion Drivers uses your existing statement data to calculate which perceptions statistically drive movement through the funnel. It analyzes the relationship between how people perceive your brand and how likely they are to convert.