Google Brand Lift - Measure Every Moment that Matters
For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.
Brand Lift is a free tool for measuring the effectiveness of your video ads, which you can use to adjust and improve your Video and Demand Gen campaigns.
Brand Lift helps you measure the effectiveness of your brand investments on marketing goals like ad recall, brand association, brand awareness, and consideration (rather than traditional metrics such as clicks, impressions, or views). Brand Lift’s testing methodology and large sample size can provide you with detailed insights into the influence your campaigns have on the way people feel about your product or brand.
How Brand Lift works
To use Brand Lift, first you must create a Product or Brand representing the product, service, or brand you're advertising. Think of this as a grouping of all your campaigns that share a common denominator. Using the details you provide about the product, service, or brand you're advertising,
Google will assist you in generating a set of survey questions that will be shown to your target audience to measure Brand Lift.
Once your ad campaigns start running, Google will start showing your Brand Lift surveys on YouTube, before a video starts. These surveys will be shown to the following groups:
- People who have seen your ads
- People who were eligible to see your ads, but didn’t see them because the ad was not shown
Multiple surveys can be created for different metrics to be shown to users at different times. The difference in the responses between the group who saw your ads and the group who didn’t will determine the influence your ads have on key brand metrics, such as ad recall, association, awareness, consideration and more.
Google Ads Tutorials: Brand Lift
For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.
About Brand Lift data
Depending on the amount of survey responses, you will be able to see the following aggregated Brand Lift metrics:
- Lifted users
- Cost per lifted user
- Absolute Brand Lift
- Headroom Brand Lift
- Relative Brand Lift
- Baseline positive response rate
- Exposed positive response rate
The following aggregated Brand Lift metrics are available to you once your campaign associated with the product or brand begins running:
- Exposed survey responses
- Baseline survey responses
- All survey responses
About Brand Lift availability
Brand Lift isn't available for all Google Ads accounts. You'll need to contact your Google account representative to use Brand Lift. Without a representative, you won't be able to use this feature.
Report an abuse of our services
If you view survey content that you believe violates our Program Policies, help us keep our surveys compliant by contacting the YouTube and Google Ads for video team.
When filling out the form, provide detailed information about the survey question. We’ll remove the question only if it violates our Program Policies. However, we’re not able to provide notification upon review of the content you reported.
Frequently asked questions
It’s day 2 of my Brand Lift study and my progress is at 95%. I’m still being asked to add a budget that meets the spend requirement for the rest of the duration of the study. Is this accurately reflecting what I still need to spend?
On the page that shows all the Brand Lift studies in my Google Ads account, why is my Brand Lift Study still showing "Not Eligible" even after I created it or made some edits?
The dependency for surveys is issued at the Brand Lift study status level. Take this into consideration in the event that you run into these scenarios:
You update a study so the status is eligible in the “Measurement eligibility” calculator, but in the few hours for the study status to update, we're not issuing surveys yet.
The study status is reverted to “Not Eligible” unexpectedly. Since the timing of an event causing the campaign to not serve (for example, the campaign ends) and the study status reverting to “Not Eligible” aren't exactly aligned, you may still view some survey questions being issued before the study status check happens and reverts to “Not Eligible”.