Turn inspiration into action with Video

Align your measurement strategy to your campaign goal

There are many ways to gauge success with video ads. Align your measurement strategy to your campaign goal to accurately assess your campaign effectiveness. Combine measurement strategies to measure the full value of your video ad.

If your goal is to drive brand awareness or consideration, use Brand Lift.

Brand Lift is a free tool for measuring the direct impact your ads are having on viewers’ perceptions and behaviors. With a focus on metrics such as ad recall, brand awareness, and consideration (rather than traditional media 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 business.

If your goal is to drive website conversions, use conversion tracking.

You can use Google Ads conversion tracking to track the number of people who click on a video ad and ultimately perform the desired online action like purchases, sign-ups, and other actions that customers complete on your website. Learn more about conversion tracking.

If your goal is to drive foot traffic to your physical store location, use store visit conversion tracking.

Store visit data is based on anonymous, aggregated statistics. Google Ads creates modeled numbers by using current and past data on the number of people who click or view your ads and later visit your store. Store visit data can’t be tied to individual ad clicks, viewable impressions, or people. We use industry best practices to ensure the privacy of individual users. Learn more about store visit conversions.

If your goal is to drive offline sales, ask your Google salesperson about Google Measurement Partners.

While Google strives to build great solutions, some marketers prefer to rely on third-party measurement solutions. We work closely with partners to provide offline measurement solutions that meet rigorous, verified standards. In addition to Nielsen Catalina Solutions (NCS) and Oracle Data Cloud, CPG advertisers have the option to measure their YouTube media using IRI. These offerings complement geo experiments with Nielsen MPA, giving you a variety of options for seeing the offline impact of your video ads. Learn more about Google Measurement Partners.


In this guide, we’ve covered the key ways to manage and optimize your YouTube campaigns. Try these best practices out in your account to drive the right outcomes for your business.



Learn more about using video ads to drive impact based on your marketing objectives.

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