Dx Digital Performance Index

The Smile AI Digital Performance Index (Dx) benchmarks the top ten brands within a given therapeutic or health category across the full digital customer journey — measuring performance in search, social media, websites, and e-commerce. The June 2022 edition focuses on the magnesium supplement category, revealing which brands lead and where significant digital gaps remain.

What the Digital Performance Index Measures

The Dx framework evaluates brand performance across five journey stages — Attention, Interest, Desire, Action, and Advocacy — using four core digital channels: search, social media, brand websites, and e-commerce platforms. Rather than isolating a single touchpoint, the index maps the entire path a consumer takes online, from first awareness through to post-purchase advocacy. This gives brands a comprehensive, competitive view of where they win and where they lose digital share.

How the Magnesium Category Was Assessed

For the June 2022 report, Smile AI analysed ten leading magnesium brands active in the digital space. Each brand was scored across all five journey stages and all four channels, producing both channel-level and composite performance scores. The methodology ensures that a brand cannot mask poor e-commerce execution with strong social media presence — every stage carries weight in the overall index.

Key assessment criteria included: