Measure the brand awareness, ad recall, and consideration lift driven by your campaigns. Calculate absolute lift, relative lift, and cost per lift point.
Brand lift is measured by comparing survey responses from people exposed to your campaign (exposed group) against a matched control group that was not exposed.
Enter the percentage of each group that answered positively to the brand metric question.
Get our guide to setting up brand lift studies, interpreting results, and optimizing campaigns for brand metrics.
Brand lift measurement quantifies the impact of advertising on key brand perception metrics. Unlike performance metrics (clicks, conversions), brand lift measures whether your campaign changed how people think and feel about your brand.
Example 1: Video Ad Campaign
Control Group Ad Recall: 28% | Exposed Group Ad Recall: 36%
Absolute Lift = 36% - 28% = 8 percentage points
Relative Lift = (8 / 28) × 100 = 28.6%
Example 2: Display Campaign with Cost Per Lift
Campaign Cost: $50,000 | Absolute Brand Awareness Lift: 2.5 pts
Cost per Lift Point = $50,000 / 2.5 = $20,000 per lift point
Brand lift studies randomly assign audiences into exposed and control groups. After the campaign, both groups are surveyed with identical questions. The difference in positive response rates is the "lift" attributable to the campaign. Platforms like Google, Meta, and Amazon offer built-in brand lift measurement tools.
What sample size do I need for a brand lift study?
For statistical significance at 95% confidence, most studies require 200-500 respondents per group at minimum. Larger effect sizes (higher lift) require smaller samples, while smaller expected lifts need larger samples. Most platform-run studies require minimum campaign budgets of $30,000-$100,000.
What is a good brand lift result?
Industry averages: Display ads typically achieve 1-3% absolute lift. Video ads see 3-8% lift. Pharma campaigns focused on HCP brand awareness often target 5+ percentage point lifts among target physician audiences.
How is brand lift different from brand awareness?
Brand awareness is a metric (what % of people know your brand), while brand lift is the change in brand awareness (or other metrics) caused by a specific campaign. Lift isolates the incremental impact of your advertising investment.