Google Ads has introduced a new metric called "Association" within Brand Lift Studies. This metric allows advertisers to select a concept, category, or attribute, and Google surveys viewers with the question: "Which of the following brands do you associate with [your text]?"
Key Features of the Association Metric
- Positioned between Awareness and Consideration in the marketing funnel.
- Enables measurement of brand positioning, not just brand recall.
- Limited to using only 3 metrics per study.
This new metric enhances the ability to understand how consumers connect specific attributes or concepts with brands, providing deeper insights into brand perception.
