Read Brand Lift charts like a researcher, from confidence bands to certainty-of-lift. Know when a result is significant, and what to adjust when it is not.
In Brand Lift reporting, a confidence interval that does NOT include zero implies what?
The study must be rerun due to bias
The ads had no measurable effect
The lift is statistically significant at the stated confidence
The lift is necessarily negative
Certainty of lift shown in Google reporting is conceptually equivalent to which statistic?
Creative recall percent for the control group only
Standard deviation of impressions
1 − p‑value (statistical significance)
Click‑through rate
Brand Lift studies rely on which core experimental design?
Attribution via last‑click rules
Randomized test vs. control with surveys
Organic search panel interviews exclusively
Time‑series forecasting only
When reading lift charts, wide confidence bands usually indicate what about precision?
Sampling fraud
Lower precision due to limited sample or high variance
Higher precision and more certainty
Guaranteed creative success
If a metric’s lower bound of the CI is below zero and the upper bound is above zero, how should you interpret the result?
Guaranteed positive impact
Data must be discarded
Definite negative impact
Not enough evidence of lift at the chosen confidence
Which inventory requirement is relevant when setting up a Brand Lift study in Google’s stack?
Only Display banners qualify
Discovery feed ads only—no video allowed
Search text ads are required
Use YouTube video inventory (Demand Gen video eligible)
Which next step is most appropriate after a non‑significant lift result?
Claim success in dashboards anyway
Shut down all upper‑funnel media immediately
Ignore the CI and report point estimate only
Increase sample or refine audience/creative to raise power
Brand Lift commonly measures which upper‑funnel outcome?
Ad recall
Store rating
Average CPC
Bounce rate
Which interpretation bridges Brand Lift with action planning?
Only total lift matters—ignore segment views
Use segment cuts (e.g., device, demo) to target creatives where lift is highest
Lift must be identical to conversion lift
Lift is uniform across segments by definition
If certainty of lift is 95%, what does that convey?
The control group recalled the ad 95% of the time
There is a 95% confidence the observed lift is not due to chance
The result is valid only on mobile devices
Impressions increased by 95%
Starter
Nice fundamentals—review the glossary and repeat the drill-downs in the UI.
Solid
You’re reading signals correctly—tighten thresholds and document exceptions.
Expert!
Outstanding acuity—scale what works and stress‑test edge cases.
