Brand Lift Testing

A survey-based test that measures whether ad exposure shifted awareness or perception by polling exposed members against an unexposed control.

LinkedIn shows short survey questions to a randomized split of your target audience, some who saw your ads and some who did not, then reports the difference on metrics such as awareness, consideration, or recall.

A test on an awareness campaign shows aided brand recall of 14 percent among exposed members versus 9 percent in the control, a 5 point lift attributed to the ads.

It needs scale and spend to read. Lift tests require large audiences and enough budget to fill both a control and an exposed group. Run one on a small campaign and the result sits inside the margin of error.

It answers whether the ads changed minds, not whether they drove clicks.