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Attributed branded searches

Understand the impact of demand creation on search volume and long-term conversions. ABS is an alway-on metric to connect the dots between a video campaign and a branded search showing how ad exposure drives consideration among your customers.

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Key benefits

  • A lead indicator for performance: It connects brand media to user search outcomes, serving as a rapid leading indicator for campaigns aimed at driving increased brand interest and market share.
  • Tied to an ad impression: Attributed branded searches is a subset of total branded searches, only counting users who saw a YouTube ad
  • Always-on metric: for immediate results that provide quick brand search tracking, complementing incrementality experiments.
  • Deliver proof from Discovery to Decisions: it’s a powerful way to connect the dots between a YouTube Brand campaign and a branded search.
Attributed Brand Searches image

New for 2026

Product improvements ready by GML or shortly after (within 6 months)

Support for AI Mode and availability in Display & Video 360

Actionability updates: segmentation of new searchers. Ask your seller about cost per ABS and vertical benchmarks to understand the efficiency of your campaigns in driving ABS.

Enable marketers to use ABS with a self-service tool for mapping brands.

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