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

Afiya's brand lift test requires splitting her target audience into two distinct groups: a control group that does not see the ads, and a test group that does. This allows for a direct comparison of brand metrics. To measure the lift, brand surveys are distributed to members in both the control and test groups, typically appearing 1 to 7 days after an ad impression (or potential impression for the control group). This timing ensures the survey captures the immediate impact of ad exposure. The surveys assess key brand metrics like awareness, perception, and consideration. Using Reach and Frequency as leading metrics is part of campaign planning, not the setup of a lift test itself. Splitting into three groups is not the standard methodology for a brand lift test. Distributing surveys only to the test group would prevent a comparative analysis against a baseline.