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In a world of complex customer journeys, measuring the impact of YouTube campaigns goes far beyond just counting views. To truly understand ROI, we need to measure the entire marketing funnel. In this episode of “Google Ads over Coffee”, we will guide you through advanced measurement methods that reveal the full picture of your campaign performance.
In this episode, you will learn:
Why Last-Click attribution isn’t enough: Understand how Cross-Network reports help you visualize YouTube’s pivotal role in complex customer journeys.
How Brand Lift works and how to interpret results: We explain absolute and relative lift step-by-step, covering how to measure key metrics—from Ad Recall to Purchase Intent.
What Search Lift and Conversion Lift are: Learn how to verify if your ads prompted viewers to search for your brand and if they generated incremental conversions that wouldn’t have occurred otherwise.
Best practices and budget requirements: Get specific tips on setting up studies and the minimum budgets required to run them in the Polish market.
This is a must-watch for every marketer who wants to make decisions based on hard data rather than gut feelings, and prove the real value of their YouTube investment.
