About accelerated measurement for YouTube Brand Lift studies

With accelerated measurement, your YouTube Brand Lift study collects survey responses as fast as possible and completes when there are enough survey responses detected for conclusive lift results. You can also re-measure insertion orders at a later date (after your Brand Lift study ends) and see if there’s any improvements to performance over time.

Understanding the Measurement eligibility calculator for accelerated Brand Lift studies

When you create a Brand Lift study, the measurement eligibility calculator examines if your study meets the minimum budget requirement and if it's eligible for Brand Lift measurement.

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 insertion orders to meet the requirements. 

Meeting the minimum budget requirement increases—but doesn't guarantee—the chances of getting results for your Brand Lift study. Brand Lift study results depend on other factors (such as how many users your insertion order reaches).

Survey response collection

Measured date ranges

This date marks when your study will start running.

If we’ve started measuring your Brand Lift study (for example, we’ve received one or more responses), the start date is locked to the date when the first survey response was received. The date won’t change even if insertion orders are added or removed, or if the same insertion orders are paused or resumed.

If we haven’t started measuring your Brand Lift study, the start date is based on the earliest start date of all insertion orders linked to the Brand Lift study:

• If all insertion orders begin at a later date: The date shown is the earliest start date (in the insertion order settings) of the included insertion orders.
• If all insertion orders have ended: The date shown will be today’s date, even if the insertion order has ended. If you adjust the existing insertion order’s end date or add a new insertion order, the date will match the new start date of the insertion order.
• If your insertion orders are in progress: The date shown is today’s date.

In your insertion order’s settings, if the insertion order start date is in the past, it can’t be edited and you won’t be able to schedule a future start date for the Brand Lift study. If you need to schedule your Brand Lift study to have a future start date, pause the insertion order and create a new insertion order and study. The new Brand Lift study will use the start date of the new insertion order.

Study Duration: Usually less than 14 days

Spend must be met within the first 10 days, but we allow you to continue to collect responses after 10 days. While we can’t guarantee results, the majority of studies are able to get results within this time frame (assuming they meet the spend minimums within the first 10 days).

Measurement eligibility

"Brand Lift: Eligible" or “Brand Lift: Not Eligible”

The eligibility message lets you know if your Brand Lift study is eligible to meet the minimum budget requirement within 10 days.

Tip	Description
Use fewer survey metrics	The budget minimum goes up or down based on the number of questions you have. By removing questions, you lower the minimum budget required.
Enable insertion orders or line items	If you paused your insertion order or your insertion order is complete, the “Your budget” section in the calculator will show a $0 budget. When you resume the insertion order, the budget will update to the active budget amount.
Increase your insertion order or line item budgets	Confirm your cumulative budget across your insertion orders within the 10-day period exceeds the required budget. If it doesn't, you should increase the insertion order budgets.

"Required media cost: $X"

This is the amount that you have to spend within 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.)

 

"$X"

The total budget needed updates based on the number of questions you are running (up to 3) and the country your insertion order targets.

You can view the countries that fall into a specific budget bucket by following this table:

Number of questions measured	Country A	Country B	Country C
1 question	$5,000 USD	$10,000 USD	$15,000 USD
2 questions	$10,000 USD	$20,000 USD	$30,000 USD
3 questions	$20,000 USD	$60,000 USD	$60,000 USD

Country A

Afghanistan Albania Algeria American Samoa Andorra Angola Antigua and Barbuda Argentina Armenia Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belize Benin Bermuda Bhutan Bolivia Bosnia and Herzegovina Botswana Brazil Brunei Bulgaria Burkina Faso Burundi Cambodia Cameroon Cape Verde Cayman Islands Central African Republic Chad Chile China Colombia Comoros Cook Islands Costa Rica Côte d'Ivoire Cyprus Czech Republic Democratic Republic of Congo Dominica Dominican Republic Ecuador Egypt El Salvador Equatorial Guinea Eritrea Estonia Ethiopia Falkland Islands Federated States of Micronesia Fiji Gabon Georgia Ghana Gibraltar Greenland Grenada Guadeloupe

Guam Guatemala Guinea Guinea-Bissau Guernsey Guyana Haiti Honduras Hong Kong Hungary Iceland India Indonesia Iraq Isle of Man Jamaica Jersey Jordan Kazakhstan Kenya Kiribati Kosovo Kuwait Kyrgyzstan Laos Latvia Lebanon Lesotho Liberia Libya Liechtenstein Lithuania Luxembourg Macao Madagascar Malawi Malaysia Maldives Mali Malta Marshall Islands Mauritania Mauritius Mexico Micronesia Moldova Monaco Mongolia Montenegro Morocco Mozambique Myanmar Namibia Nauru Nepal Netherlands New Caledonia Nicaragua Niger Nigeria Niue North Macedonia

Northern Mariana Islands Oman Pakistan Palau Palestine Panama Paraguay Papua New Guinea Peru Philippines Poland Portugal Puerto Rico Romania Russia Rwanda Saint Kitts and Nevis San Marino Sao Tome and Principe Saudi Arabia Samoa Senegal Serbia Seychelles Sierra Leone Singapore Slovakia Slovenia Somalia Solomon Islands South Africa Sri Lanka Swaziland Tajikistan Tanzania Thailand Timor-Leste Togo Tokelau Tonga Trinidad and Tobago Turkey Tunisia Turkmenistan Tuvalu Ukraine United Arab Emirates Uganda Uruguay Uzbekistan Vanuatu Vatican City State Vietnam Wallis and Futuna Yemen Zambia Zimbabwe

Country B

• Austria
• Belgium
• Croatia
• Djibouti
• Finland
• France
• French Polynesia
• Germany
• Greece
• Ireland
• Israel
• Martinique
• New Zealand
• Norway
• Sierra Leone
• Spain
• Sweden
• Taiwan
• United Kingdom
• United States
• U.S. Virgin Islands

Country C

• Australia
• Canada
• Denmark
• Italy
• Japan
• Qatar
• South Korea
• Switzerland

• Budget requirements shown are calculated in USD. If your Display & Video 360 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 Display & Video 360.
• 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. This date will always be at least 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 Media Cost: $Y"

To calculate your budget, we look at the cumulative amount you have budgeted over the 10 day period of your study. 

If you use a flight budget, extending your end date can cause your study to be ineligible 

In your insertion order or line item settings, if you’re using a total budget (instead of a daily budget) to calculate the Brand Lift daily budget, we divide the total budget by the number of days in your insertion order or line item flight. When you set up your Brand Lift study, the eligibility calculator will reflect the total minimum budget for the flight (for example, $15,000 USD).

For example, if your total budget is $15,000 USD and the insertion order start and end date are 10 days apart, the daily budget will be $1,500 USD. 

If you’re using a total budget, keep in mind that extending the insertion order or line item past its end date lowers your daily budget and may result in the insertion order or line item not being eligible for the Brand Lift study.

Example of extending your end date and a daily budget recalculation

Your insertion order or line item total budget is $15,000 USD and the start and end date are 10 days apart. You extend your end date, and the start and end date are now 50 days apart. As a result, the daily budget is now $300 USD ($15,000/50 days), and your insertion order or line item may not be eligible for Brand Lift measurement.

Brand Lift study results

While Brand Lift studies receive results as quickly as possible, volume determines how fast we are able to gather results. We allow up to 10 days for budget eligibility to be met to give more flexibility with budget distribution and spend goals. Your Brand Lift study may continue collecting results for a short period (usually less than 14 days) due to the gap between when an impression is served and when the survey is shown to a user.

Criteria

Releasing results is based on the criteria mentioned in the “Measurement eligibility” section above. If you have higher lift (above 2%), we require less survey responses to report your results. If you have lower lift (less than 2%), we require more survey responses.

The response volume is reported in near real time. We look at the detectable lift and the number of responses you may have to determine if we can provide you with results in Display & Video 360. While your Brand Lift study is running, you’ll be able to see the progress based on the following: 

Progress	What you see in Display & Video 360
Less than 50%	“Not enough data”
Between 50% - 100%	If there’s statistically significant, positive lift, we’ll report it. If not, we’ll report “Not enough data”.
100%	If there’s statistically significant, positive lift, we’ll report it. If not, we’ll report “No lift detected”.

Using re-measurement

Re-measurement is available for studies only containing YouTube line items. Re-measurement will not be available if a non-YouTube insertion order has ever been added to the study.

After your accelerated Brand Lift study ends, you can add a new study flight to re-measure. Re-measurement is the ability to collect survey responses on-demand to see lift performance over time for accelerated Brand Lift studies. We recommend using re-measurement when it matters most to your study, such as when you add new creatives to an insertion order or when you want to highlight a key moment.

Example: To measure consideration lift for an upcoming summer blockbuster, a movie studio launches an accelerated Brand Lift study 8 weeks before the film’s opening weekend. After the Brand Lift study ends, they add a new 30-second clip to their existing insertion orders, then re-measure consideration lift for the movie.

1. Start in your advertiser, then click Experiments in the left menu.

2. Select the Lift tab.

3. Click Add flight for the study that you want to re-measure. Your existing study should be complete (meaning, there’s no additional measurement occurring). 

   • If you haven’t set up a study yet, follow these steps to set up Brand Lift measurement. 

4. If needed, make additional changes to your survey questions.

5. Click Re-measure flight. This will start another Brand Lift study for re-measurement. After you start your Brand Lift study, you can view the status in the Brand Lift studies table.