Google Ads · Status at source date: Newsletter archive
Brand Lift Studies adds a new Association metric
Thomas Eccel has flagged a new metric appearing in Google Ads Brand Lift Studies, called Association. The metric lets advertisers select a concept, category, or attribute and measure how strongly users associate the brand with that concept after exposure to the campaign: a measurement type previously available only through bespoke brand-tracking research with separate vendors.
What changed
Association is now live inside the existing Brand Lift Studies setup flow, alongside the standard awareness, consideration, and purchase intent surveys. The structural significance is that brand association: the qualitative link between a brand and a category or concept: has historically been the missing layer between reach metrics and conversion metrics. Association measurement gives advertisers a way to evaluate whether video and audio campaigns are doing the long-term brand work for which the formats are bought.
Why it matters for advertisers
For you, this means upper-funnel video budgets in Google Ads can now be evaluated against the metric they were always meant to influence. Worth running Association studies against any campaign where the case for brand-driven impact has been argued without measurement, particularly Demand Gen video and YouTube reach campaigns, where ROAS attribution alone systematically underestimates value.
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Brand Lift Studies adds a new Association metric
Thomas Eccel has flagged a new metric appearing in Google Ads Brand Lift Studies, called Association. The metric lets advertisers select a concept, category, or attribute and measure how strongly users associate the brand with that concept after exposure to the campaign: a measurement type previously available only through bespoke brand-tracking research with separate vendors.
Association is now live inside the existing Brand Lift Studies setup flow, alongside the standard awareness, consideration, and purchase intent surveys. The structural significance is that brand association: the qualitative link between a brand and a category or concept: has historically been the missing layer between reach metrics and conversion metrics. Association measurement gives advertisers a way to evaluate whether video and audio campaigns are doing the long-term brand work for which the formats are bought.
For you, this means upper-funnel video budgets in Google Ads can now be evaluated against the metric they were always meant to influence. Worth running Association studies against any campaign where the case for brand-driven impact has been argued without measurement, particularly Demand Gen video and YouTube reach campaigns, where ROAS attribution alone systematically underestimates value.
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