Brand Lift Testing helps you measure the impact of your ads by surveying members in test and control groups. With Brand Lift tests, you can view detailed results to better understand the calculated effect your ads have on various brand metrics, such as brand and employer favorability, familiarity, consideration, and recommendation.

We recommend running a Brand Lift test for a duration between two weeks and 90 days.

Brand Lift test setup in Campaign Manager

You can create, manage, and view results for Brand Lift tests from the Test page in Campaign Manager. When setting up a Brand Lift test:

• You have the option to choose testing at the ad account level or for specific campaign groups within your ad account.
• You choose which questions to include in the test, as well as the duration of the test. Learn more about how to create a Brand Lift test.

Considerations to keep in mind when you create a Brand Lift test: 

• Due to industry-wide privacy changes, Brand Lift Testing can't measure lift for a portion of traffic on the LinkedIn Audience Network. 
• While conclusive results aren’t guaranteed, we recommend an audience size of at least 1 million and strongly encourage a minimum audience size of at least 300,000 to help improve the likelihood of achieving meaningful results.
  
• To maximize result reliability, an A/B test and a Brand Lift test can't run simultaneously in the same account.

Brand Lift test groups

After you create a Brand Lift test, a subset of two separate groups of member accounts will receive Brand Lift surveys in their LinkedIn feed and LinkedIn Audience Network. The two groups of members surveyed are: 

• A test group that's eligible to see your ads
• A control group that won't see your ads

The audiences of the campaigns in your account help determine the test group of member accounts who are eligible to see your ads and who won’t see your ads.

Considerations to keep in mind about your test groups:  

• Member accounts in the test group won’t receive a Brand Lift survey until they’ve received an ad impression.  
• Surveys can be delivered to members in the test group at any time between zero to seven days after the ad impression has been received.  
  
• Some member accounts might appear in both the test and control groups, but our data and platform checks have shown that the effect is generally insignificant.

Displaying Brand Lift test surveys

Brand Lift surveys are displayed to member accounts as your campaigns deliver impressions.

• A minimum of one and a maximum of six brand metric questions are required per Brand Lift test. 
• Each Brand Lift survey can display one question or multiple questions. Each question corresponds to one of the metrics you selected to test.
  

Keep in mind, it’s possible that members could see a second Brand Lift survey from the same product or brand with a different brand metric question at a later time. Members who respond to surveys can select one or multiple answers, and the response can’t be changed once submitted. LinkedIn will determine the order of these survey questions.

Brand Lift test results

Brand Lift test results can help you better measure the impact of ads on your brand with metrics such as absolute brand lift, estimated total lift, and relative brand lift.

You can review both:  

• How many responses were received for each brand metric question.
• Lift result metrics that help you understand the impact of your ads on your brand or product.

To protect member privacy, the data received from surveys is anonymized and aggregated.

Considerations to keep in mind when reviewing your test results:

• Brand Lift survey questions - We’re constantly iterating the Brand Lift survey questions to optimize the experience for our members and customers. As a result, the details of each survey question might change over time.
• When to review final results - Test results and statistical strength can continue to fluctuate up or down for up to 15 days after your scheduled end date. We recommend waiting until this 15-day period has passed before accepting your results as final. 
• Brand Lift test result changes over time - We honor member privacy when a member deletes their account. This means that we remove their poll response data from Brand Lift tests, which could change the number of poll responses in your test results. This could in turn cause your results and statistical strength to fluctuate. In most cases, it should not meaningfully change the interpretation of your results.

Brand Lift Testing budget guidelines

While there's no cost for Brand Lift Testing, you need to meet a minimum cumulative budget across your ad account's campaigns to set up tests. A minimum cumulative budget ensures meaningful test results.

For each Brand Lift test, you'll need:

• A minimum of $60,000 USD, or equivalent currency, budgeted to qualify for one brand metric question.
• A minimum of $90,000 USD, or equivalent currency, budgeted to qualify for two brand metric questions. 
• An additional $45,000 USD, or equivalent currency, budgeted for each additional question.

For example, to include three brand metric questions, you’ll need to have $135,000 budgeted across the account’s campaigns that will be active during the test. If the total budget of your campaigns is greater than the minimum budget needed for your Brand Lift test, more Brand Lift surveys can be displayed which increases the chance of meaningful results.

If your ad account is set in a currency other than USD, the minimum cumulative budget needed for a Brand Lift test is converted to your currency. Because currency conversion rates can change, the converted values might change. 

To determine whether your ad account meets the minimum cumulative budget, we look at the daily and lifetime budgets that the account’s active campaigns are set to spend during the test. A total budget value is calculated for each of the active campaigns.

The sum of total budget values calculated for your active campaigns is used to determine if your account meets the minimum cumulative budget needed to qualify for a Brand Lift test.

Campaign group budget considerations

If your active campaigns are in a campaign group with a total budget, the campaign group total budget is considered in the calculation as well. The campaign group total budget might limit the overall cumulative budget of your active campaigns.  

For example, you have five campaigns in a campaign group. Each campaign has a set lifetime budget of $20,000, and your campaign group has a set total budget of $50,000. While the cumulative budget of your active campaigns is $100,000, the campaign group total budget limits the value used to determine if your account meets the minimum cumulative budget. The campaign group total budget would need to be increased in this example for the account to qualify for a Brand Lift test. 

You can adjust the budgets of campaigns as needed throughout the duration of your Brand Lift test. Keep in mind that Brand Lift surveys are displayed as your campaigns deliver impressions. The more your campaigns deliver, the more Brand Lift surveys can be displayed to members for the test and the higher the likelihood that you will get meaningful test results.

Related tasks

• Create a Brand Lift test
• Edit a Brand Lift test
• Cancel a Brand Lift test
• View Brand Lift test results

Learn more

• Brand Lift test results
• Brand Lift Testing statistical strength
• Respond to brand surveys
• Brand Lift test metrics definitions
• Brand Lift Testing best practices
• Brand Lift Testing balanced results
• CTV Ads
• CTV Ads Brand Lift tests