Question

What tool measures brand metrics along the marketing funnel like brand consideration or purchase intent?

Answer 1

The answer is Google Brand Lift.

The tool that measures brand metrics along the marketing funnel like brand consideration or purchase intent is called Google Brand Lift. This tool measures all moments ranging from the very first impression to the last conversion. This is done using various metrics such as brand awareness, consideration and ad recall. It helps in analyzing the direct impact that videos on YouTube have on consumers.

Answer 2

Google Brand Lift measures the direct impact YouTube ads have on perceptions and behaviours throughout the consumer journey. It gives insights into how the ads are impacting the metrics which matter, including lifts in brand awareness, purchase intent, brand interest, ad recall, favorability, and consideration, as measured by organic search activity. It uses best-in-class methodology to collect feedback directly from the consumers. It enables a person to optimize his campaigns mid-flight, on the basis of these near real-time results.