Dx Digital Performance Index

The Dx Digital Performance Index evaluates the digital presence of leading brands across five customer journey stages — Attention, Interest, Desire, Action, and Advocacy — spanning search, social media, websites, and e-commerce channels. This edition focuses on the calcium supplement category, benchmarking ten top brands to reveal who is winning online and where performance gaps exist.

What the Dx Digital Performance Index Measures

The Dx index provides a structured, data-driven framework for assessing how well brands perform across the full digital customer journey. Rather than focusing on a single metric, it maps every relevant online touchpoint a consumer encounters — from the first search query through to post-purchase advocacy. The five journey stages assessed are:

• Attention – brand visibility and discoverability in digital channels
• Interest – quality and relevance of content that sustains engagement
• Desire – persuasive assets including product pages, reviews, and social proof
• Action – conversion-readiness across e-commerce platforms
• Advocacy – community engagement, ratings, and repeat-purchase signals

By combining all five stages into a single composite score, the index gives brand managers a clear, comparable view of digital maturity relative to competitors.

April 2022 Calcium Category: Key Findings