Use full-funnel lift measurement to validate and implement findings

Attribution is best for day-to-day, always-on measurement and is effective for setting ad budgets and informing bid strategies on a campaign or channel level. Businesses that are prepared to move beyond DDA can use randomized controlled experiments—also known as incrementality or lift—to set channel-level budgets or to optimize future campaigns.

For years, marketers have used Brand Lift and Search Lift to measure the impact of YouTube ads on perceptions and behaviors throughout the consumer journey, from brand awareness to purchase intent, and lift in organic searches on Google and YouTube. Today, we're announcing that Conversion Lift is now available in beta. Conversion Lift measures the impact of your YouTube ads on driving user actions, such as website visits, sign ups, purchases and other types of conversions.

Each of Google’s lift measurement tools use best-in-class methodology to ensure accuracy and precision, and that no additional costs are incurred to run these experiments. In addition to delivering accurate, full-funnel measurement, we’re making changes to our lift measurement tools so you get results even faster.

For Brand Lift, we recently launched accelerated flights so you can get the brand perception metrics you care about sooner, with the ability to re-measure over time. We’re also reporting Search Lift and Conversion Lift results as soon as they become available, with flexible study durations and integrated daily reporting, so you can see changes more frequently and over time. Last, you can now run Brand Lift, Search Lift and Conversion Lift measurement on the same campaign, so you can get fast, actionable results across the entire consumer journey.

Source: Blog.google

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