Brand lift
Definition
Brand lift is the measured increase in awareness, consideration or favourability caused by a campaign, established by surveying an exposed group against an unexposed control group.
Because brand effects rarely show up in click-based reporting, brand lift studies use the same logic as incrementality testing: hold out a comparable audience, expose the other, and measure the difference in survey response rather than conversion.
It is the only credible way to justify upper-funnel spend to a finance function. Without it, brand budgets are defended with impressions, which measures delivery rather than effect.
Definitions are free.So is the audit.
Thirty minutes on a call, then a written 5-page plan inside 72 hours showing where this actually applies in your funnel — and what it is worth fixing first.