Google Ads has introduced a new metric called “Certainty of Lift” to help you better understand the effectiveness of your campaigns. This metric shows how likely it is that any increase in brand awareness or consideration (called “lift”) is due to your ads and not just random chance.

What is “Certainty of Lift”?

The “Certainty of Lift” metric measures how confident you can be that your campaign is causing the positive results you see in a Brand Lift study. It helps you determine if your ads are actually driving the change or if the results could just be due to luck.

When you run an ad campaign, you want to know if it’s truly making an impact. This new metric gives you more confidence in your results by showing how likely it is that your campaign caused the increase in brand awareness or other key metrics.

Google assigns different confidence levels to help you understand the reliability of your campaign results:

• 90% and above: High confidence – Very likely your campaign caused the uplift.
• 85-89%: Medium confidence – Likely your campaign caused the uplift, but there’s a small chance other factors played a role.
• 70-79%: Low confidence – Some chance your campaign caused the uplift, but it could also be due to luck.

How to use it

This new metric helps you make better decisions about your campaigns. For example, if your campaign has a 90% certainty, you can confidently say that your ads made a real impact. If the certainty is lower, you may want to adjust your strategy to improve future results.

Thomas Eccel was the first to announce this change.