Brand lift
Brand lift measures how much the perception of a brand (recall, awareness, consideration, purchase intent) changes among people who have seen a campaign compared with those who have not.
It is measured with short surveys of two groups: one exposed to the campaign and a control group with a similar profile that did not see it. If 32% of the exposed group recall the ad against 20% of the control group, the lift in recall is 12 points. YouTube, Meta and other platforms offer these studies within their tools, and research firms such as Kantar or Nielsen run them for campaigns across several media.
It is the natural measure for branding campaigns, where clicks say little: someone may not click on a video ad and still remember the brand weeks later. It is worth deciding in advance which indicator the campaign should move, because a launch should raise awareness, while an established brand will look for consideration or intent. It needs a minimum reach for the differences to be reliable.
