About accelerated measurement for Brand Lift studies

With accelerated measurement, your 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 campaigns at a later date, after your Brand Lift study ends, and see if there are any improvements to performance over time.

In this article, you’ll learn how accelerated measurement works for Brand Lift studies.

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

When you create a Brand Lift study, you’ll see 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 Brand Lift measurement.

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 campaign reaches).

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 see 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 see in the “Survey response collection” section and the “Measurement eligibility” calculator.

Survey response collection

"Start date: [Date]"

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” becomes locked to the date when the first survey response was received. The date won’t change even if campaigns are added or removed, or if the same campaigns are paused or resumed.

If we haven’t started measuring your Brand Lift study, then the “Start date” is based on the start dates of all campaigns linked to the Brand Lift study:

  • If all campaigns begin at a later date: The date shown is the earliest start date (in the campaign settings) of the included campaigns.
  • If all campaigns have ended: The date shown will be today’s date, even if the campaign has ended. If you adjust the existing campaign’s end date or add a new campaign, the date will update to the new start date of the campaign.
  • If your campaigns are in progress: The date shown is today’s date.
In your campaign’s settings, if the campaign 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, stop the current study and then create a new campaign and study. The new Brand Lift study will use the start date of the new campaign.

"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 will meet the minimum budget requirement within 10 days. If your campaign isn’t eligible, you’ll see tips on how to make your campaign eligible for Brand Lift.

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 campaigns If you paused your campaign or your campaign is complete, the “Your budget” section in the calculator will show a $0 budget. When you resume the campaign, the budget will update to the active budget amount.
Increase your campaign budgets Confirm your cumulative budget across your campaigns within the 10-day period exceeds the required budget. If it doesn't, you should increase the campaign budgets. 

"Required budget: $X"

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 updates 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 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 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: $Y"

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 ($Y) in the below examples is USD $10. There are two campaigns: Campaign A and Campaign B.

Your spend to date (or the spend that has contributed to the study so far) is not factored into the “Measurement eligibility” calculator. It only looks at the campaign budget and study dates.

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 Brand Lift measurement.

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 Brand Lift measurement.

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 Brand Lift measurement.

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 Brand Lift measurement. Days that fall outside the Brand Lift study dates don’t count towards budget eligibility.
    • Exception: 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 Brand Lift measurement. 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).

Caution: If you use a campaign total budget, extending your campaign end date can cause your study to be ineligible 

In your campaign settings, if you’re using a campaign total budget (instead of a daily budget) to calculate the Brand Lift daily budget, we divide the campaign total budget by the number of days in your campaign. When you set up your Brand Lift study, the “Budget” column will reflect the daily budget (for example, $1 USD) in the table where you select your campaigns.

For example, if your campaign total budget is $50 USD and the campaign start and end date are 10 days apart, the daily budget will be $5 USD. 

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

Example of extending your end date and a daily budget recalculation

Your campaign total budget is $50 USD and the campaign start and end date are 10 days apart. You extend your campaign end date, and the campaign start and end date are now 50 days apart. As a result, the daily budget is now $1 USD ($50/50 days), and your campaign may not be eligible for Brand Lift measurement.

Brand Lift study results

While Brand Lift studies receive results as quickly as possible, campaign 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.


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 Google Ads. While your Brand Lift study is running, you’ll be able to see the progress based on the following:

Progress What you see in Google Ads
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

After your accelerated 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 see lift performance over time for accelerated Brand Lift studies. We recommend using re-measurement when it matters most to your Product or Brand, such as when you add new creatives to a campaign or when you want to highlight a key moment in a campaign.


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 campaigns, then re-measure consideration lift for the movie.
  1. Sign in to your Google Ads account.
  2. Click the tools icon Google Ads | tools [Icon] and select Lift measurement.
  3. Select the Product or Brand that you want to re-measure. Your existing study should be complete (meaning, there’s no additional measurement occurring). 
  4. In the Brand Lift studies table within your Product or Brand, click the plus button  to create another study.
  5. If needed, make additional changes to your survey questions.
  6. Click Save. This will start another Brand Lift study for re-measurement.
  7. After you start your Brand Lift study, you can view the status in the Brand Lift studies table within your Product or Brand.

Receiving 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.


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?

You should be meeting the minimum spend required within the 10 days to give you the best chance to reach 100%. If you get to 100% early, you can adjust budgets accordingly after that point, even if it’s only day 2 of the study, but you should not adjust budgets before you reach 100%. Keep in mind it can sometimes take more or less spend to get to 100%.

On the page that shows all the Brand Lift studies in my Google Ads account, I’m still seeing “Not Eligible” in the status column after I created it or made some edits. Why?

The “Measurement eligibility” calculator refreshes in near real time. However, if you make changes to a campaign within a study that impacts the eligibility calculator, the “Lift measurement status” column will update, usually within a few hours. If you’ve made recent changes, it should update after a few hours.

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 see some survey questions being issued before the study status check happens and reverts to “Not Eligible”.

What do I do in a scenario when I (unintentionally) wasn't eligible for the first portion of the study. Can I still run my study? What should I do?

An example of the scenario would be:

Your campaign starts running and serves a few impressions before you pause it. However, your survey gets a response halfway through the dates for measurement eligibility, and you’ve spent very little and have almost no survey responses. At this point, it’s better to begin a new Brand Lift study.

If you want to have the full 10 days to meet your spend requirements and gather results, you can stop the current study, then create a new study. When your new study starts, the current campaign will automatically be included in the new study.

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