Which of the following is a possible metric to measure in Brand Lift Testing?

Ad recall is a direct measure of how memorable an ad is, making it a key metric for Brand Lift Testing. Brand Lift studies aim to understand the impact of advertising on brand perception and awareness, which ad recall directly addresses by asking if consumers remember seeing the ad. Return on ad spend (ROAS) and click-through rate are performance metrics more relevant to direct response campaigns, measuring immediate financial return or engagement, respectively, rather than brand perception. Total impressions simply indicates how many times an ad was displayed, not whether it had any impact on the audience's memory or perception of the brand.