Definition
A brand lift study measures through surveys how awareness, recall or purchase intent change due to a campaign, usually comparing a group exposed to the advertising with one that was not.
Why does it matter?
It shows effects that clicks do not capture and makes brand campaigns measurable.
Common mistakes
- Samples that are too small or no control group.
Related terms
To the full marketing glossary
Definitions follow common usage in marketing. Example values are arbitrary and not industry values.