Set up Brand Lift measurement

Brand Lift measurements help you to determine how your ads impact people’s perception of your product, brand, service, store or anything you are advertising. You can use these measurements to adjust and improve your campaigns to achieve your desired marketing objectives.

In this article, we’ll talk about how to set up brand lift measurement, define your advertised object, and view your performance data. 

Before you begin

Before you can set up Brand Lift measurement, you will need to set up an in-stream auction campaign. Learn more about creating a TrueView or bumper Video campaign. To learn more about how Brand Lift measurement works and the benefits it provides, read About Brand Lift.


In order to have the best chance of detecting lift driven by your YouTube campaigns, we suggest the following budget requirements:

Minimum budget recommendation
Target survey response of 5,600 A* B** C***
1 question in first 7 days $1,750 $5,000 $7,000
2 questions in first 7 days $3,500 $10,000 $14,000
3 questions in first 7 days $7,000 $20,000 $28,000
4 questions in first 7 days $12,000 $35,000 $48,000
5 questions in first 7 days $16,000 $45,000 $60,000

*Applicable countries include Brazil, Colombia, India, Mexico, Peru, and Pakistan.

**Applicable countries include Argentina, Bahrain, Belgium, Canada, Chile, France, Indonesia, Ireland, Malaysia, Netherlands, New Zealand, Nigeria, Philippines, Poland, Puerto Rico, South Korea, Thailand, Taiwan, UK, US, Vietnam, and South Africa.

***Applicable countries include Austria, Australia, Denmark, Finland, Germany, Hong Kong, Italy, Japan, Norway, Portugal, Qatar, Spain, Sweden, Switzerland, and UAE.

Consider the following recommendations for budgeting at different levels:

  • Product/Brand entity level: Campaigns for a given product/brand should meet the minimum requirements above in order to view aggregated lift metrics across campaigns.
  • Campaign level: Your campaign spend should be as described above for each campaign to view lift metrics.
  • Slice level: In order to see results at the slice level (ex. age or gender), the response should be the amount described above.

Make sure you meet the minimum budgetary requirements within the first 7 days of your campaign. As of November 2018, "burst" campaigns, which are high-spend campaigns of a short duration (2-3 days) are supported. These campaigns work by limiting the number of daily survey responses.


Create and define your advertised object

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Labs, then select Lift Measurement.
  3. Click the plus button
  4. Next to “Your product or brand name,” enter the product or brand name for the advertised object.
    • Note: The product or brand name you use should be as specific as possible (for example, “Google Pixel 2 XL,” as opposed to simply “Google”).
  5. Next to “Competitor product or brand names,” enter any competitor product or brand names.
    • Note: Review the generated survey questions, and if they don’t match your advertised object, then use the object type and the vertical drop-downs to adjust.
  6. Select Brand or Product.
  7. Select a vertical and subvertical, if applicable. 
  8. Choose a language for your customers. This should most likely be the language of the video ad associated with your campaign. If you have video ads in multiple languages, you may want to create multiple advertised objects, one for each language, and associate them with their corresponding video ads.
  9. Select all Video campaigns that are advertising the same product or brand as your advertised object.
    • Keep in mind, Brand Lift currently supports the association of a campaign to one advertised object only.
    • You can always add more campaigns to your advertised object. 
  10. Click Save

Your Brand Lift measurement will start running automatically as your campaigns start running. You can start seeing lift results after receiving at least 2,000 survey responses per metric. To learn more about Brand Lift measurement reporting, see Understand your Brand Lift measurement data

Add or remove campaigns from your advertised object

  1. In the page menu along the left, click Labs, and then select Lift Measurement.
  2. Select the advertised object you’d like to edit.
  3. Add campaigns by selecting them from the table on the left. 
    • Note: If you remove a campaign, lift measurement will stop as a result. Responses and results collected up until the time of removal will still be available in campaign and advertised object reporting.
  4. Click Save

View your Brand Lift measurement data

You can view Brand Lift measurement data within the tables on the following pages:

  • Advertised object page
  • Campaigns page
  • Ad groups page
  • Ads & extensions page
  • Audiences page
  • Demographics page
  • Topics page

To see your Brand Lift measurement data, select one of the pages above from the page menu along the left. Click the columns icon Columns, then click Modify columns. Select Brand Lift, then click Apply

Segment your measurement data by Brand Lift type

After receiving over 2,000 survey responses per metric, you can view your Brand Lift measurement data by Brand Lift type. For any of the pages listed in the "View your Brand Lift measurement data" section above, you can follow these steps to segment your measurement data by Brand Lift type:

  1. In the page menu along the left, click Labs, then select Advertised objects.
  2. Select the advertised object you’d like to view measurement data for. 
  3. Click the segment icon  and select Brand lift type to see measurement data for your chosen metric.

Modify your measurement data table columns

  1. In the page menu along the left, click Labs, then select Advertised objects.
  2. Select the advertised object you’d like to view measurement data for. 
  3. Click columns icon Columns, and click Modify columns.
  4. Click Brand lift to open the panel, then select the columns you want to add or remove. 
  5. Click Apply.

Best practices when setting up Brand Lift

In order to create questions for Brand Lift surveys, include as much detail as possible about your advertised object. Any competitor’s product and brand names are essential to creating these questions, as your product or brand will be set alongside competitors in these surveys. You can also provide additional details,  such as the applicable vertical or subvertical.

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