These figures are calculated by the Scottish Government’s independent media planning and buying agencies, using audited sector data where available.Where possible, marketing campaigns are evaluated using bespoke quantitative research, as well as where appropriate and available, indicators of direct response to a campaign such as visits to a particular website or web pages, calls to a helpline, vaccine uptake, cancer referrals, etc – during the campaign period.Quantitative research typically provides campaign related metrics such as awareness, recognition of different channels, message take-out, engagement and action taken in response.