Google Ads adds Association metric to Brand Lift Studies

Google Ads is rolling out a meaningful update to its Brand Lift Studies, giving advertisers a new way to track how their brand is truly perceived, not just whether it’s remembered. The new Association metric fills a critical gap between awareness and consideration, offering a more complete picture of brand impact.

With this feature, advertisers can define a specific concept, category, or attribute,such as “premium,” “sustainable,” or a particular product category. Google will then prompt users with a survey-style question asking which brands they associate with that idea. This shift moves beyond simple recall, evaluating whether audiences actually connect your brand to your desired positioning.

For marketers, this is a significant tool for measuring brand positioning rather than just awareness or recall. The Association metric helps determine if campaigns are actively shaping consumer perception, a vital step between being known and being chosen. It also allows for more strategic optimization of creative and messaging, especially for brands aiming to own a specific attribute or category.

Traditionally, Brand Lift has focused on awareness, recall, and consideration. Association sits squarely in the middle, helping advertisers understand whether their messaging is influencing how people think about the brand, not just whether they recognize it.

There is one constraint to note: advertisers can only select three Brand Lift metrics per study. Adding Association means making trade-offs with existing KPIs like awareness or consideration. Still, the trade-off offers a more strategic lens on brand building, measuring not just visibility but whether campaigns are landing the intended message.

This update was first spotted by Google Ads expert Thomas Eccel, who shared the news on LinkedIn.