Set up Brand Lift measurement

Brand Lift measurement determines 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 Brand Lift measurement, define your product or brand in a Brand Lift survey, and view your Brand Lift measurement data.

Before you begin

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

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:

Brand Lift eligibility

• Eligibility is calculated on a minimum total campaign budget over a 10-day period.
• When you use Brand Lift measurement, 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 survey questions

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

  Example

  An automobile advertiser wants to measure the number of people who intend to buy an automobile after viewing their ad. When they create the Brand Lift survey in Google Ads, the advertiser chooses 'Automobile – Product' as the product or brand type and 'Buy' as the intended action that they want people to take. By specifying the product or brand type and the intended action for the survey, the survey question created is specific to the ad: 'Next time you buy a vehicle, which one are you most likely to buy?'

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

Instructions

Create and define your product or brand

1. In your Google Ads account, click the Goals icon .
2. Click the Measurements drop-down in the section menu.
3. Click Lift measurement.
4. Click the plus button .
5. Enter the product or brand name that you’re promoting in the campaign(s).

• Note: The product or brand name that 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).

6. 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.
7. Under 'Survey questions', click the drop-down menus to 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).
8. Select the metrics that you want to measure in the survey. You can select up to three metrics.
   • Ad recall
   • Awareness
   • Consideration
   • Favourability
   • Purchase intent
9. Under 'Survey answers', enter your product or brand name and up to three competitor product or brand names. Your product or brand name should be the preferred answer in the survey.
10. 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.

11. 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.

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.

To view your Brand Lift measurement data:

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

Segment your measurement data by Brand Lift type

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