Afiya is measuring brand lift for her LinkedIn campaign. What happens when she sets up a lift test? Select 2.

Brand lift tests measure the effectiveness of an ad campaign by comparing the brand perception of an exposed group to a non-exposed group. To achieve this, Afiya must split her target audience into two groups: a control group (not exposed to the ads) and a test group (exposed to the ads). Both groups then receive brand surveys 1 to 7 days after an ad impression (for the test group) or a comparable timeframe (for the control group) to assess changes in metrics like brand awareness, ad recall, and message association. Using Reach and Frequency as leading metrics is incorrect because while important for campaign delivery, they don't directly measure brand perception changes. Splitting into three groups is not standard for a basic lift test, and distributing surveys only to the test group would prevent a comparative analysis with a baseline.