What are the three key metrics used to evaulate a Brand Lift test?

The three key metrics for evaluating a Brand Lift test are statistical strength/significance, relative brand lift, and absolute brand lift. Statistical strength/significance indicates the reliability of the results, showing whether the observed lift is likely due to the campaign or random chance. Relative brand lift measures the percentage increase in a brand metric (like ad recall or consideration) in the exposed group compared to the control group. Absolute brand lift, on the other hand, is the direct difference in the brand metric between the exposed and control groups. Ad recall, brand familiarity, and product consideration are examples of brand metrics that can be measured in a Brand Lift test, but they are not the overarching evaluative metrics for the test itself.