Getting Started with the Impact & Insight Toolkit

If you are new to the Toolkit, and your organisation is a Band 2 or 3 NPO, or a CPP, we recommend that you familiarise yourself with the relevant guidance from the Arts Council.

Mandatory Evaluation Guide for NPOs: Financial Year 2020-21

Arts Council knows that because of COVID-19, the audience data and insights NPOs collect might be limited, so they’ve produced some guidance to help NPOs know their expectations.

Mandatory Evaluation Guide for NPOs: Financial Year 2021-22

This guide details Arts Council’s mandatory evaluation requirements for the financial year 2021-22

Mandatory Evaluation Guide for CPPs

It is a mandatory requirement for New Creative People and Places projects (those funded from October 2019) to undertake a minimum number of Impact & Insight Toolkit evaluations each year and share findings with their Relationship Manager via an agreed reporting template.

Once you are familiar with the requirements, the Checklist is your step-by-step guide to completing your mandatory evaluations. We also recommend that you read the User Guide, as it helpfully explains the strategy around implementing these steps.


An easy-to-work-through checklist to help you keep track of the steps you need to take to successfully complete a Toolkit evaluation.

Full List of Dimensions

Here you’ll find a list of all of the dimensions currently available to all Toolkit users, for your reference.

User Guide

This section will get you to start thinking carefully and strategically about how to shape your evaluations in order to make the most out of the Impact & Insight Toolkit.

If you didn’t attend one of our induction events in January 2019, the video below is a perfect place to start familiarising yourself with the Impact & Insight Toolkit.

*Please note, the links above will take you away from the Impact and Insight Toolkit and to YouTube. Please ensure you are happy for this to happen before clicking and have familiarised yourself with their cookie and privacy policies.

Specific Types of Evaluation

Developing the Evaluation for Online Works Template

This guide will assist you as you develop the co-created Evaluation for Online Works template to meet your own needs.

Paper Surveys

This section explains when it is and when it is not appropriate to use paper surveys and the reasons why. It also includes a diagram to help you choose the best delivery method for your public surveys.

Participatory Evaluation

If you plan to evaluate a participatory project using the participatory metrics, this section will help you to plan and strategise your evaluation; it differentiates this process from that of public-facing events.

Further Questions for your Outdoor Arts Evaluation

If you plan to evaluate an Outdoor Arts event, take a look at this page to guide you in adding further questions and increasing insight.

Technical Guidance

Explore our Platform Guide for technical support using the Culture Counts platform.

Platform Guide

This guide will help you find your way around the Culture Counts platform and is sure to answer many of the technical questions you may have when getting started.

Visit our YouTube channel for more videos, covering specific topics such as:

Creating Your Reports & Submitting Your Data

Check your organisation’s mandatory evaluation guidance for information on how many and what type of reports you will need to submit.

Creating an Insights Report

This page explains the process for creating an Insights Report, which is used for the submission of NPO mandatory evaluations to Arts Council.

Creating your Annual Evaluation Report

This file has been made available to advise CPPs on how to create their Annual Evaluation Report.

Best Practice for Toolkit Evaluation

GDPR for Touring Companies and Venues

Counting What Counts (CWC) has worked closely with Katy Raines from Indigo-Ltd in preparing these guidance notes, following a Touring pilot project she ran with three opera companies and seven venues.

Managing Audience Finder

The Audience Agency, Counting What Counts and the Arts Council want to support NPOs to use the two systems together as cost-effectively as possible and ensure that the process of contributing data and feedback is straightforward and engaging for audience members. This page offers guidance for NPOs on how to manage both tools alongside each other.

Sample Size Guidance

This page offers guidance on target sample sizes to organisations conducting audience and visitor surveys as part of the Impact & Insight Toolkit programme.

Peer Review: For Toolkit Users

Read here about the peer review process and the principles of peer review as part of the Impact & Insight Toolkit. This section also holds answers to some of your FAQs including who should be a peer reviewer, what’s involved and why it’s important.

Guidance for Interviewers

This section outlines the key information your interviewers need to know to successfully collect survey responses using Culture Counts. It also includes a link to an instructional video we created on our YouTube channel.

Peer Review: For Professionals

If you’re interested in becoming a peer reviewer for the Impact & Insight Toolkit, this page will give you all the information you need to understand what is involved.

Additional Information


Here you’ll find an explanation of all of the key Impact & Insight Toolkit terminology.

Frequently Asked Questions

These FAQs have been compiled following recent months of correspondence with Impact & Insight Toolkit users, as well as questions that were raised at August’s online Q&A online.

Still have questions?
Please do not hesitate to get in contact with us. Our team is here to help you.