Definition
Platform-run surveys compare exposed and unexposed users on brand recall, message association and purchase intent. Brand lift captures the memory effects that click-based attribution structurally misses - the reason billboards still work.
Why it matters
Upper-funnel spend justifies itself through lift studies, not last-click revenue; running them turns brand budgets from faith into measurement.
Benchmarks
Meaningful lifts typically read 2-8 points on ad-recall questions
All glossary terms