Brand Lift

Also known as: Ad Impact, Campaign Effect on Brand, Brand Awareness Lift

Increase in brand metrics (awareness, consideration, purchase intent) directly attributable to an advertising campaign.

Brand Lift is the measurement of the incremental improvement in key brand metrics—awareness, ad recall, brand favorability, consideration, and purchase intent—directly attributable to exposure to a specific advertising campaign.

It is typically measured through experimental studies: an exposed group (saw the ad) vs. an unexposed control group, measuring the difference in brand metrics between both groups.

Platforms like Google, Meta, YouTube, Spotify, and Amazon offer integrated Brand Lift measurements in their ads tools. Independent market research studies can also be conducted, offering greater methodological control.