You’re planning to run a Google video campaign with an awareness goal, and you want to understand the extent to which your campaign shifts user perception or behaviour. In addition to fundamental video metrics such as ‘Video played to’, which measurement solution should you use?

To run a Google Video campaign with an awareness goal, you should use Brand Lift to understand the extent to which your campaign shifts user perception or behavior.

• Conversion tracking
• View-through conversions
• Performance lift studies
• Brand lift studies

Explanation

When running a Google Video campaign with an awareness goal, Brand Lift studies help measure the impact of your ads on user perception and behavior. They assess metrics like ad recall, brand awareness, and consideration—showing how effectively your campaign influences audience sentiment. By pairing Brand Lift with standard video metrics such as ‘Video played to,’ advertisers gain a clearer picture of both engagement and brand impact, helping to refine creative strategies and improve future awareness campaigns.