You’re planning to run a Google video campaign with a consideration goal, and you want to understand the extent to which your campaign influences viewer perception or intent for your product. Which measurement solution should you use?

Which measurement solution should you use to assess how your video campaign with a consideration goal affects viewer perception and intent?

• Brand Lift studies
• Conversion tracking only
• Click-through rate reports
• Google Analytics standard metrics

Explanation

Brand Lift studies are specifically designed to measure changes in perception, awareness, and intent caused by video campaigns. For a consideration-focused campaign, this solution allows you to understand how your ads influence viewers’ interest in your product or service, enabling you to optimise messaging and creative elements to improve campaign effectiveness. Unlike standard metrics like clicks or conversions, Brand Lift directly evaluates the impact of advertising on audience attitudes and behaviors.