Set up Brand Lift measurement

Brand Lift isn't available for all Google Ads accounts. To use Brand Lift, contact your Google account representative. If you don't have a Google account representative, you won't be able to use Brand Lift in your account.

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:

Minimum budget requirement across 10 days 
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
Note: Budget requirements shown here are in USD. Budget requirements will be adjusted in your account based on exchange rates and your account's currency type. Exchange rates are refreshed 4 times a year, at the beginning of January, April, July and October.

Budget needed per country

The minimum budget required for the brand lift study will differ depending on the country. Each "Country" column in the "Brand Lift budgeting" table above shows the minimum budget needed to measure results for that country. Click the section below to view the countries that fall under "Country A", "Country B", and "Country C" in the "Brand Lift budgeting" table.

Some countries on the list may not be currently eligible for YouTube monetization. While it's possible for video campaigns to serve in countries that don't support YouTube monetization, it's not guaranteed that the campaigns will serve. If your campaign doesn't serve (or doesn't meet the minimum budget required for the brand lift study), and you've included the campaign in your brand lift study, your brand lift study may fail.

Country A

  • Algeria
  • Argentina
  • Azerbaijan
  • Bahrain
  • Bangladesh
  • Belarus
  • Bolivia
  • Bosnia and Herzegovina
  • Brazil
  • Bulgaria
  • Cambodia
  • Chile
  • Colombia
  • Costa Rica
  • Cyprus
  • Czech Republic
  • Dominican Republic
  • Ecuador
  • Egypt
  • El Salvador
  • Estonia
  • Georgia
  • Ghana
  • Guatemala
  • Honduras
  • Hong Kong
  • Hungary
  • Iceland
  • India
  • Indonesia
  • Iraq
  • Jamaica
  • Jordan
  • Kazakhstan
  • Kenya
  • Kuwait
  • Laos
  • Latvia
  • Lebanon
  • Libya
  • Liechtenstein
  • Lithuania
  • Luxembourg
  • Macedonia
  • Malaysia
  • Malta
  • Mexico
  • Moldova
  • Montenegro
  • Morocco
  • Nepal
  • Nicaragua
  • Nigeria
  • Oman
  • Pakistan
  • Panama
  • Paraguay
  • Peru
  • Philippines
  • Poland
  • Portugal
  • Puerto Rico
  • Romania
  • Russia
  • Saudi Arabia
  • Senegal
  • Serbia
  • Singapore
  • Slovakia
  • Slovenia
  • South Africa
  • Sri Lanka
  • Tanzania
  • Thailand
  • Tunisia
  • Turkey
  • Uganda
  • Ukraine
  • United Arab Emirates
  • Uruguay
  • Venezuela
  • Vietnam
  • Yemen
  • Zimbabwe

Country B

  • Croatia
  • France
  • Greece
  • Ireland
  • Israel
  • New Zealand
  • Qatar
  • Spain
  • Sweden
  • Taiwan
  • United Kingdom
  • United States of America

Country C

  • Australia
  • Austria
  • Belgium
  • Canada
  • Denmark
  • Finland
  • Germany
  • Italy
  • Japan
  • Netherlands
  • Norway
  • South Korea
  • Switzerland

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 people view on YouTube. To customize the wording of the questions, you can use the "Product or brand type" and "Final intended action" drop-down menus.


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


Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Create and define your product or brand

  1. In your Google Ads account, click the Goals icon 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 you’re promoting in the campaign(s).
  • Note: The product or brand name 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).
  1. 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.
  2. 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).
  3. Select the metrics you want to measure in the survey. You can select up to 3 metrics.
    • Ad recall
    • Awareness
    • Consideration
    • Favorability
    • Purchase intent
  4. Under "Survey answers", enter your product or brand name and up to 3 competitor product or brand names. Your product or brand name should be the preferred answer in the survey.
  5. 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.
  1. 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 A picture of the Google Ads 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", "Favorability", and "Purchase Intent"), click the segment icon and select Brand lift type to check the measurement data for your chosen metric.

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