Lift studies help you measure the true impact of your campaigns. They go beyond metrics like clicks and impressions to show you how much your ads influence meaningful outcomes. These outcomes can range from increased brand awareness and consideration to a rise in brand-related searches and more conversions or conversion value.
How it works
A lift study is a controlled experiment where your audience is split into 2 groups automatically:
- People who are shown your ads (or the treatment group)
- People who aren't shown your ads (or the control group)
The difference in brand awareness, searches, and conversions between the two groups tells you the lift, or the increase driven by your ads.
Example: To see if people convert more often after seeing your ads, you decide to run a conversion lift study. The study splits your audience into those who will see your ads and those who won't. After the study ends, you can compare the number of conversions by each group to see how many were driven by your ads.
What you can measure
There are a few types of lift you can measure:
- Brand Lift: This measures the effect of your campaigns on customer perception, including metrics like ad recall, brand awareness, and purchase intent.
- Search Lift: This measures the impact of your ads on users' search behavior and whether your campaigns lead to an increase in organic searches for your brand.
- Conversion Lift: This measures the direct increase in conversions (like sales or sign-ups) that are a result of your ad campaigns. Conversion Lift can be measured using two different methodologies: user-based and geo-based. The best one for you depends on your campaign types and measurement goals.
