After creating a Video campaign, a fitness studio wants to measure their consideration campaign using a Brand Lift study. When should they set up the study to create the best control and exposed groups?

Brand Lift is the measurement solution designed to show whether an awareness campaign changed perception or intent, including metrics such as ad recall, brand awareness, consideration, and purchase intent. Google Help+1 It must be set up before delivery begins so the study can establish valid exposed and control groups from the start of campaign serving. Google Help+1 Google’s setup guidance requires selecting the campaign inside the lift study before measurement runs, and survey collection begins once the campaign starts running. Google Help+1 That timing is what makes pre-launch implementation the correct approach for an awareness Video campaign. Google Help+1