How to launch Brand Lift

Brand Lift analysis is only available for new Display campaigns with banners and video ads.

Brand Lift analysis begins when the ad campaign starts and ends as soon as sufficient data is collected. The recommended campaign duration is 2 to 4 weeks.

Step 1. Prepare an ad campaign

Create a new display campaign, specify the main parameters and add ads to it.

Specify the Yandex.Metrica tag. Brand Lift survey of target audience is based on experiments in Yandex.Audience, so you need a tag to run it.

Mandatory criteria for Brand Lift analysis:

Minimum audience coverage is 2 million users.
The minimum budget for the entire placement period is 500,000 rubles, without VAT (see values for other currencies).
Daily budget is at least 35,000 rubles without VAT (values for other currencies).
The campaign isn't served by genres and subjects.

These criteria must be met throughout the ad campaign, otherwise the survey is suspended.

Attention. Don't change your targeting after you have started your campaign with Brand Lift. The survey will not account for these changes and will yield irrelevant results.

Step 2. Configure your survey

When you create a campaign, under Brand Lift, click Order survey.

Two metrics are already set in the analysis settings window. Choose a third metric from the list.

Fill in your brand details and enter up to 4 competitor brands. If you have selected an additional Ad Message Recall metric, enter the ad messages of your campaign and competitors' campaigns. The survey must follow the requirements.

The preview of the survey is shown below the settings. Check the data and save the parameters. To make edits, use the Change settings button in the Brand Lift field.

Attention. Make sure to configure all your survey parameters prior to submitting your campaign for moderation. After that, the data becomes read-only.

Step 3. Submit your campaign for moderation

If your campaign has passed moderation, ad impressions start regardless of whether your survey passed moderation or not. If your survey is rejected, open the campaign settings and click Change settings in the Brand Lift field. Correct the data to meet the requirements. Save the changes to re-submit your survey for moderation.

What's next

Brand Lift begins as soon as the survey passes moderation and ends as soon as a sufficient number of questionnaires is accumulated. It can continue up to 14 days after the campaign has stopped. When the survey is complete, you will see the "Survey complete" status in the Brand Lift field in campaign settings. To view the results, click View statistics and open the Brand Lift tab.

The accuracy of Brand Lift results depends on the amount of data collected. That's why we do not recommend stopping the campaign earlier than after 2–4 weeks. There might be not enough data to get any conclusive results before that.