Set up Brand Lift

Brand Lift studies determine how your ads impact people’s perception of your product or brand. You can use these measurements to adjust and improve your campaigns to achieve your desired marketing objectives.

In this article, you’ll learn how to set up a Brand Lift study, define your product or brand in a Brand Lift study, and view your Brand Lift study data.

On this page

• Before you begin
• Instructions
• Brand Lift Content Policy
• Brand Lift Editorial Policy
• Survey response collection
• View your Brand Lift measurement data
• Using re-measurement
• Receiving email updates

Before you begin

Before you can set up a Brand Lift study, you’ll need a Video or Demand Gen campaign. Learn more about the requirements for Brand Lift measurement

Create and define your product or brand

1. Go to Lift measurementwithin the Goals menu .
2. Click the plus button , then enter the product or brand name you're promoting in the campaign.
3. Enter the product or brand name you’re promoting in the campaign.
   • Note: The product or brand name you use should be specific (for example, "Google Pixel 4" instead of "Pixel") and match the preferred answer in the survey. If you plan on running multiple Brand Lift surveys for the same product or brand, consider adding a unique identifier for each survey to tell them apart (for example, "Product - Survey 1," "Product - Survey 2," and so on).
4. Next to "Survey language", click the drop-down menu and select the survey question language (for example, English). The survey question language should match the language in the video ad associated with your campaign. If you have video ads in multiple languages, you may want to create and associate multiple products or brands—one for each language—with their corresponding video ads.
   • Note: The survey question language should match the language in the video ad associated with your campaign. If you have video ads in multiple languages, you may want to create and associate multiple products or brands—one for each language—with their corresponding video ads.
5. Under "Survey questions", select the drop-down menuto specify the type of questions that appear when people view your ad.
   • Product or brand type: Select a specific product or brand type (for example, Automotive - Product).
   • Final intended action: Select a specific action that you want people to take for your product or brand (for example, Buy).
6. Select the metrics you want to measure in the survey. You can select up to 3 of the following metrics:
   • Ad recall
   • Awareness
   • Association
   • Consideration
   • Favorability
   • Purchase intent
7. Under "Survey answers", enter your product or brand name and up to 3 competitor product or brand names. Your product or brand name should be the preferred answer in the survey.
8. Select all video campaigns promoting the product or brand.
   • Note: Brand Lift measurement supports the association of a campaign to one product or brand only. You can add as many campaigns to one product or brand as needed.
9. Review the survey questions in the preview window, then click Save.

As you select your survey question settings, you’ll notice if the overall survey is eligible for Brand Lift measurement and whether it meets the minimum budget requirements in the "Measurement eligibility" box on the right-hand side of the page. If the start date of your campaign is in the future or your campaign is currently paused, the associated campaign budgets don’t count towards your minimum budget requirements until the future date is reached or until you resume your campaign(s) (at which point the status will revert to "Eligible").

Brand Lift surveys take up to 48 hours to be approved. If the answers have quality issues (for example, an answer is misspelled) or the answers violate Google’s advertising policies, your Brand Lift survey may be rejected. If approved, your Brand Lift survey will start running automatically as soon as your campaigns start running.

Brand Lift Content Policy

All Brand Lift surveys must comply with our Ads Policies and Program Policies. You cannot use Brand Lift studies to collect personally identifiable information. These policies play an important role in maintaining a positive experience for everyone using Brand Lift studies. Be sure to check back from time to time as these policies may change.

In addition, any questions related to sensitive topics described below will not be allowed in our sole discretion:

• Demographic info
• Sexual orientation
• Age
• Race
• Disturbing, distasteful, or adult content
• Hateful or intolerant speech
• Vulgar language
• Other inappropriate content

Restrictions that apply to sensitive categories in Brand Lift surveys

When using Brand Lift surveys, you can't collect viewer feedback on sensitive topics. For the purposes of these policies, sensitive info includes, among others:

• Interest or participation in adult activities (including adult dating, pornography, and so on)
• Sexual behavior or orientation
• Racial or ethnic info
• Political affiliation
• Trade union membership or affiliation
• Religion or religious belief
• Financial status or situation
• Health or medical info
• Status as a child under 13

Also, any ads that our YouTube ads content policies already prohibit are prohibited from creating Brand Lift surveys.

What happens if I violate these policies?

• Survey disabling: Brand Lift surveys that don't comply with these policies may be suspended. This means that these surveys can no longer be used with ad campaigns and new surveys cannot be created.
• Account suspension: If you have several violations or a serious violation, your Google Ads account may be suspended. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup.

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.

Brand Lift Editorial Policy

Be sure to verify your content before submitting. Use a spelling or grammar checker and preview your content before submission. Check your product labels and official websites to make sure that spelling matches how the product is marketed. Review the following sections:

Brand Lift budgeting

To detect the lift driven by eligible video campaigns, you need to meet the minimum budget requirements at the "Product" or "Brand" level. The sum of the budgets of all active campaigns that are measuring the product or the brand should meet the minimum budget requirements:

Study eligibility

Eligibility is calculated on a minimum total campaign budget over a 10 day period.

When you are setting up a Brand Lift study, you can check the "Measurement Eligibility" box on the right-hand side of the page to check if the current campaign selection will be measured based on the budgets.

Note that on the Product or Brand page, you’ll notice a "Status" column that shows the current eligibility of your measurement. This status only represents the current eligibility. Status may be delayed by several hours.

"Brand Lift: Eligible" or "Brand Lift: Not Eligible"

The eligibility message lets you know if your Brand Lift study will meet the minimum budget requirement within 10 days. If your campaign isn’t eligible, you’ll notice tips on how to make your campaign eligible for Brand Lift.

"Required budget"

This is the amount that you have to spend during a 10-day period after the study start date. You can also spend your required budget in less time and receive your survey results as soon as you get enough responses.

The total budget needed is updated based on the number of questions you are running (up to 3) and the country your campaign targets. You can view the countries that fall into a specific budget bucket in the following table:

• Budget requirements shown are calculated in USD. If your Google Ads account is in a currency other than USD, budget requirements will be adjusted in your account based on exchange rates and your account's currency type. Our budget requirements are not updated in real time, so if you’re using another tool to calculate the exchange rate, the amount you manually calculate likely won’t match our budget requirements shown in Google Ads.
• If you're targeting multiple countries that fall in different budget buckets, we use the country that falls in the highest budget bucket to determine the budget you need. If you're targeting any countries not mentioned here, or you're not targeting a specific country, we default to the highest budget bucket.

"Spend before [date]"

The end date of the budget requirement. This date is inclusive of the start date and covers the 10 day requirement. For example, if the start date is Jan. 1, the end date will be Jan. 10. Keep in mind that this date will always be 10 days after your “Start date”, even if you plan on spending your budget in less days. You can still gather responses a few days after the end date.

"Your budget"

To calculate your budget, we look at the cumulative amount you have budgeted over the 10 day period of your study. Here are some examples to demonstrate how this works. Let’s assume the required spend in the below examples is USD $10. There are two campaigns: Campaign A and Campaign B.

Example 1

• Campaign A is longer than 10 days.
• Campaign A has a daily budget of $1 USD and will run for 20 days.
• To get the overall budget, we multiply the daily budget by 10 (since the campaign is running longer than 10 days). In this case: $1 x 10 days = $10 USD.
• The campaign is eligible for the Brand Lift study.

Example 2

• Campaign A is only running for a day.
• Campaign A has a daily budget of $10 USD and will run for a day.
• To get the overall budget, we multiply the daily budget by the number of days the campaign will run within the study dates if the campaign is shorter than 10 days. In this case: $10 x 1 day = $10 USD.
• The campaign is eligible for the Brand Lift study.

Example 3

• Campaign A is running for 5 days with a daily budget of $1 USD.
• Campaign B is running for 5 days with a daily budget of $1 USD.
• To get the overall budget, we multiply the daily budget by the number of days within the study dates for both campaigns. In this case: 2 ($1 x 5 days) = $10 USD. We aggregate the budget of both campaigns (assuming that all 5 days in both campaigns fall within the span of the 10-day Brand Lift study).
• The campaigns are eligible for the Brand Lift study.

Example 4

• Campaign A is running for 5 days with a daily budget of $1 USD.
• The daily budget for Campaign B is also $1 USD, but the start date of the campaign occurs on day 8 of the Brand Lift study. The campaign end date falls outside the Brand Lift study dates.
• To get the overall budget, we multiply the daily budget for both campaigns by the number of days that fall within the study. Since Campaign A is running for 5 days and falls within the study timeframe, the budget is $1 x 5 days = $5 USD. However, Campaign B will only fall within the last 3 days of the study (from day 8), so the budget will be $1 x 3 days = $3 USD. When you add Campaign A ($5 USD) and Campaign B ($3 USD), the total is $8 USD.
• The campaigns aren’t eligible for the Brand Lift study. Days that fall outside the Brand Lift study dates don’t count towards budget eligibility.
  • Note: If the daily budget for Campaign B (or A) was more than $1 USD, then it could be possible for the campaigns to be eligible for the Brand Lift study. For example, if the daily budget was $2 USD for Campaign B, then it would be $2 x 3 = $6 USD. When you add the budgets of Campaign A ($5 USD) and Campaign B ($6 USD), the total is $11 USD (which meets the budget requirements).

Using the “Measurement eligibility” calculator for accelerated Brand Lift studies

When you create a Brand Lift study, you’ll notice a “Measurement eligibility” calculator on the right side of the page that examines if your study meets the minimum budget requirement and if it's eligible for the Brand Lift study.

Understanding the “Measurement eligibility” calculator

The “Measurement eligibility” calculator lets you know if your Brand Lift study meets the minimum budget requirements and alerts you of changes that you may need to make to your campaigns to meet the requirements. You’ll also view the “Survey response collection” section to the left of the calculator, which determines some of the information shown in the “Measurement eligibility” calculator.

Expand a section below to learn more about the information that you view in the “Survey response collection” section and the “Measurement eligibility” calculator.

Brand Lift survey questions

After you choose the product or brand, you’ll define the survey questions people view on YouTube. To customize the wording of the questions, you can use the "Product or brand type" and "Final intended action" drop-down menus.

Make sure the spelling is correct for your survey answers. Misspellings may lead to your survey being rejected by Google.

Survey response collection

How are survey responses treated?

When the survey is complete, Google will share only aggregated answers with those who created the survey. This means users will not be personally identified or associated with their answers to the surveys. For more information, check the Google Privacy Policy.

How frequently will viewers receive my surveys?

At most, viewers may receive one survey in a day and 3 surveys in a week. Within a period of 14 days, viewers can provide one response for a product or brand. Note that if you want to measure multiple questions or metrics, your viewers will view only one of those questions which will be chosen at random. 

View your Brand Lift measurement data

Brand Lift measurement data is available in most tables in Google Ads, including "Campaign", "Ad Group", "Demographics", and more. You can also view results at the "Product" or "Brand" level in the "Lift Measurement" table.

1. Select the columns icon .
2. Select Modify columns.
3. Select Brand Lift, then select Apply.

Segment your measurement data by Brand Lift type

To segment your measurement data by a specific metric (such as "Ad recall", "Awareness", "Consideration", "Favorability", and "Purchase Intent"), click the segment icon and select Brand lift type to check the measurement data for your chosen metric.

Use re-measurement

After your Brand Lift study ends, you can add a new study to re-measure your Product or Brand. Re-measurement is the ability to collect survey responses on-demand to view lift performance over time for Brand Lift studies. We recommend using re-measurement only during key moments, such as when you add new creatives to a campaign or after a major media change or optimization.

1. Go to Lift measurement within the Goals menu .
2. Select the Product or Brand that you want to re-measure. 

• Note: Your existing study should be complete and should have no additional measurement occurring. If you haven’t set up a Product or Brand yet, follow these steps to Create and define your product or brand. 

3. In the “Brand Lift studies table” within your Product or Brand, select the plus button to create another study and if needed, make additional changes to your survey questions.
4. Select Save.
5. After you start your Brand Lift study, you can view the status in the “Brand Lift studies table” within your Product or Brand.

Receive email updates

Email notifications are sent when a Brand Lift study is completed or when a study becomes ineligible and can’t collect responses. Not being able to collect responses can happen if changes are made to your campaigns that make the study budget fall below the minimum required.

Notifications are sent to email addresses of users with access to the Google Ads account. Emails won’t be sent to email addresses where the “performance reporting” option is disabled. Learn more About email notifications.