Set up Brand Lift measurement

About Brand Lift

Brand Lift is a free tool for measuring how your ads impact people’s perception of your brand, which you can use to adjust and improve your campaign to achieve your desired marketing objectives.

With a focus on metrics such as ad recall, brand awareness, and consideration (rather than traditional metrics such as clicks, impressions, or views), Brand Lift can help you align your campaigns with your marketing goals. 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.

More details about how Brand Lift works

Once your line items start serving, Brand Lift 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

Multiple surveys can be created for different metrics to be shown to users at different times. The difference in 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, awareness, consideration and more. For TrueView line items, this process continues as long as your insertion orders are running. For video line items, this process continues for 28 days, or until enough survey responses are collected.

Depending on the amount of survey responses, you'll be able to see the following aggregated Brand Lift metrics:

  • Positive Response Rate
  • Absolute Brand Lift
  • Headroom Lift
  • Control Positive Response Rate
  • Relative Brand Lift

The following aggregated Brand Lift metrics are available once your campaign begins serving:

  • Exposed Survey Responses
  • Baseline Survey Responses
  • All Survey Responses

Before you begin

Before you can use Brand Lift measurement, you'll need to create an insertion order with one or more TrueView or video line items.

Budgeting for TrueView line items

In order to detect the lift driven by TrueView line items, the sum of all active TrueView line items within a product or brand must meet or exceed the following aggregate budgets every day:

Minimum budget requirement across 7 days (daily amount should be 1/7 of the total)
  A* B** C***
1 question $5,000 $10,000 $15,000
2 questions $10,000 $20,000 $30,000
3 questions $20,000 $60,000 $60,000

 

*Applicable countries include Argentina, Bahrain, Brazil, Bulgaria, Chile, China, Colombia, Czech Republic, Egypt, Hong Kong, Hungary, India, Indonesia, Kuwait, Latvia, Malaysia, Malta, Mexico, Morocco, Netherlands, Nigeria, Pakistan, Panama, Peru, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Singapore, Slovakia, South Africa, Thailand, Turkey, Ukraine, United Arab Emirates, Vietnam, Algeria, Bolivia, Costa Rica, Cyprus, Ecuador, El Salvador, Estonia, Ghana, Guatemala, Honduras, Iraq, Jordan, Kazakhstan, Kenya, Lebanon, Libya, Lithuania, Luxembourg, Montenegro, Nicaragua, Oman, Puerto Rico, Senegal, Serbia, Slovenia, Tanzania, Tunisia, Uganda, Uruguay, Yemen, Zimbabwe

**Applicable countries include Austria, Belgium, Croatia, Finland, France, Germany, Greece, Ireland, Israel, New Zealand, Norway, Spain, Sweden, Taiwan, United Kingdom, United States

***Applicable countries include Australia, Canada, Denmark, Italy, Japan, Qatar, South Korea, Switzerland

Note that within Display & Video 360, you'll see these budget amounts reflected based on your partner/advertiser's currency settings. 

Lift resolution

  • TrueView Brand Lift is measured continuously throughout your insertion order’s flight. Meaning, if you meet the budget requirements listed above, Display & Video 360 will aim to measure 2.0% detectable absolute lift at the product / brand level for each metric (recall, awareness, etc) each week for TrueView. This means if your product or brand has driven absolute lift >=2.0% you’ll see a number, otherwise you’ll see a message that lift is too small to detect.
  • This resolution is by default at the product/brand level. If you want insertion-order level resolution, every insertion order you want resolution for must be associated with its own product/brand, and that each meets the budget requirements.

Budgeting for video line items

Video Brand Lift is measured as a snapshot, meaning that we stop collecting responses after we have reached resolution. In order to have the best chance of detecting lift driven by video line items, the sum of all video active line items within a product or brand should meet the $15,000 minimum budget.

Survey response guidelines

In general, you may start seeing Lift results once your surveys reach 2,000 responses. Follow these guidelines about how many responses are required to best detect lift:

  • For TrueView:
    • For high-performing insertion orders, you can expect to detect lift once you receive about 2,000 responses per lift metric.
    • At the recommended budget minimum, you can expect to detect lift once you receive 5,600 responses per lift metric.
    • If your insertion order has not shown any lift after reaching 16,800 responses per metric, there also may not be lift.
  • For video:
    • The report gets generated after 10,000 responses per metric or 28 days, whichever comes first.

Budget eligibility calculations

Budget eligibility is calculated based on Display & Video 360's two-level budget system. Only active insertion orders and line items are considered when calculating the budget.

Budget eligibility considers:

  1. Insertion order budget segments, calculating the daily budget as the total budget segment for the insertion order's flight divided by the number of days; and
  2. Line item daily budgets for all line items in the insertion order, summing the total daily budget across all line items.

The final daily budget value for each insertion order is calculated by taking the lower of (1) and (2) above.

To determine the total daily budget for the product or brand, the final daily budget values for all linked insertion orders are summed.

For example, assume the required budget is $2 per day, and there is one insertion order with one line item in the product / brand. If the insertion order daily budget is $1 per day and the line item daily budget is $3 per day, then the effective daily budget is the minimum of ($1 per day, $3 per day) = $1 per day. Since $1 per day is below the minimum required budget of $2 per day, the product or brand would be ineligible.

Only estimated media cost counts towards satisfying the daily budget requirement. Fees do not count. For example, if a line item has a daily budget setting of $10,000 and a 4% fee, that would equate to an estimated daily media cost of $9,615. Only this $9,615 counts towards the daily budget requirement.

TrueView vs Video Studies

  TrueView Video
Budget Budget minimum: Varies per country Budget minimum: $15,000
Measurement Methodology

Continuous

TrueView lift results are measured and reported continuously throughout your insertion order's flight

Snapshot

Report generates after 28 days or 10,000 responses (whichever comes first)

Insertion Order Start Date Study can be set up independently of the IO start date. Study needs to be set up and approved before the IO start date.
Language support All languages available to select in the study setup are fully supported. Non-experimental languages available to select in the study setup are fully supported. Experimental languages are in testing. You can set up studies with them, but results quality is still being analyzed.
Reporting Data is shown in TrueView vs Video comparison reports in Data Studio, and can also be downloaded in an offline report. Data is shown in TrueView vs Video comparison reports in Data Studio, as well as the Video-only Snapshot Data Studio report.
Sensitive category support Brand Lift surveys must comply with our Ads Policies and Program Policies, and you can't collect viewer feedback on sensitive topics. Brand Lift surveys must comply with our Ads Policies and Program Policies, and you can't collect viewer feedback on sensitive topics. In addition, Alcohol, Gambling, Health, Gaming, Pharmacy, and Politics are not currently supported.

Set up a Brand Lift study

Create and define your product or brand

  1. Start in your advertiser, then expand Resources in the left menu and click Experiments and Lift.

  2. Select the Brand Lift (New) tab at the top of the page.

  3. Click New study.

  4. Enter the Name of your product or brand. The name you use should be as specific as possible (e.g., “Google Pixel 3a,” as opposed to simply “Google”).

  5. Select all insertion orders that are advertising the same product or brand. If you want to get results for each insertion order, you should associate each insertion order with its own product or brand.

    Keep in mind, Brand Lift only supports adding an insertion order to a single product or brand.

  6. Select up to 3 Lift metrics you would like to measure.

  7. For the Survey details, enter your product or brand and up to 3 competitors.

    The survey details will be used in multiple choice questions for your survey.

  8. Fill out the following Survey settings:

    1. The Language for the survey. This should most likely be the language of the ads associated with your line items used for the product / brand. If you have ads in multiple languages, you may want to create multiple products or brands, one for each language, and associate them with their corresponding ads. Results quality for experimental languages is still being tested for Video.

    2. An Object type, which is the category of your product or brand.

    3. An Intended action.

    You'll see a preview of the survey once you've selected these settings.

  9. Click Create

Your Brand Lift measurement will start running automatically as your line items start serving. Note that for video line items, studies need to be set up before any impressions serve. To learn more about Brand Lift measurement reporting, see Understand your Brand Lift measurement data.

Add or remove insertion orders from your product or brand

  1. Start in your advertiser, then expand Resources in the left menu and click Experiments and Lift.

  2. Select the product or brand you’d like to edit.

  3. Choose Select insertion orders.

  4. Add insertion orders by selecting them from the table.

  5. Click Save.  

If you remove an insertion order, lift measurement for that insertion order will stop as a result. Depending on the eligibility of remaining insertion orders, the product/brand may also stop measuring. Responses and results collected up until the time of removal will still be available for that insertion order, but they won’t count towards the product/brand reporting.

Best practices

In order to create questions for Brand Lift surveys, include as much detail as possible about your product / brand. You’ll select your question types (3 max) and answer choices, which should include your advertiser product or brand. Be very careful to ensure the spelling is correct for your answer choices, as misspellings will lead to survey rejections.

As part of creating your product or brand, you'll create the survey questions users actually see. The object type and intended action allow you to customize the wording of your question. These default to 'Generic,' but when possible its best to choose more specific options. For example, if you’re a car advertiser creating a Purchase Intent question, you would pick:

Object type: Automotive product
Intended action: Choose

With these selections, the questions in the survey will be updated as follows:

Generic version: Next time you buy from one of these brands, which one are you most likely to buy from?
Updated version: Next time you choose a vehicle, which one are you most likely to choose?

Being as specific as possible in these settings is an important aspect of getting sound survey data.

Reporting

Monitor studies in the "Brand Lift (Beta)" tab to determine when a report will be ready to view.

When the study results are available, click the Results link in the table of your products and brands to access a Data Studio report. Available reports include:

  • Survey Lift Overview (TrueView and Video)

  • Survey Lift Video Snapshot (Video Only)

  • Data Table Survey Lift (TrueView and Video)

To create a YouTube Report with Brand Lift Metrics, go to Reports > Offline Reporting > TrueView > TrueView Standard.

In order to accurately compare TrueView and Video results, you should use the date range selector to choose one of the predefined time periods when both were collecting responses. Custom date range is not supported at the moment.

MaxLift

Maximize lift is a TrueView automated bidding feature that allows you to optimize your TrueView in-stream campaign for consideration lift (via Brand lift). As a result of optimizing for consideration lift, Display & Video 360 will help you influence more users to consider your brand or product, at the most efficient cost.

In order to enable MaxLift, you must:

  1. Create a new “Brand Awareness” type of TrueView line item.

  2. Select Maximize Lift as the bid strategy for the line item.

  3. If you haven’t already, create a product or brand (as defined above).

  4. Add your line item to an existing product or brand.

 

Note that once the line item is created, the bidding type can't be changed.

Availability

Brand Lift measurement is available for:

  • TrueView in-stream and bumper ads from TrueView line items
  • Video Ad Sequencing line items
  • Instant Reserve line items
  • All ads from YouTube Programmatic Guaranteed deals
  • All ads from video line item
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