Google has moved Lift Studies to the Experiments section in Google Ads. This feature allows for comparisons of campaign impacts by evaluating groups exposed to ads against those who are not.
Advertisers can now choose between Brand Lift, measuring the effect of video and audio ads on brand awareness through surveys, and Search Lift, assessing the incremental searches driven by ads.
Adopting lift studies can clarify the actual effectiveness of campaigns, emphasizing causation over correlation for improved decision-making.
This update was discovered by Thomas Eccel.