How to measure Google Demand Gen against the right goals
Amy Hebdon explains why Demand Gen should have a defined business goal before it is compared with Search on CPA or ROAS. She recommends aligning the optimization event, creative and evaluation window with that goal, then separating campaign results from blended account averages. Comparable attribution settings help with channel review, but do not by themselves prove incremental impact.
Search Engine Land · Published
Why make time for it?
Read this when setting a Demand Gen budget or deciding whether to continue one. It gives stakeholders a concrete measurement plan before account-level efficiency changes obscure the decision.
What to look for
- Choose a meaningful conversion event and evaluation window before launch.
- Review Demand Gen separately from Search and document attribution assumptions when comparing channels.
Keep in mind
The article provides a decision framework rather than an experiment. Platform-reported conversions and matched attribution windows do not establish incrementality.
Take this question into the article
What outcome and evidence would justify continuing Demand Gen after the planned test window?
The people behind the article
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Read the original sourceReading notes reviewed 6 Nov 2026. The publication date above belongs to the original source.