How Brand Lift studies identify exposed and not exposed users

Once you have created a study, you need to implement the two tracking pixels to the ad campaign you want to measure. You can see below how they look:

These tracking pixels identify who was exposed to your ad campaign and who was not. 

Please notice that we consider “exposed” someone who has been watching at least half of your video ad, while we consider “neutral” (neither exposed nor not exposed) those who have seen less than half of it.

• Exposed group (Test group) - users who were exposed to the campaign and have seen at least 50% of the ad;
• Not exposed group (Control group) - users that were not exposed to the campaign.
• Neutral group - users that were exposed, but watched less than 50% of the total video length

Brand lift studies need to be started after two full days of campaign execution and last two more days after campaign end. As people in test and control groups need to be interviewed in parallel, the campaign period is split in days and the required amount of interviews needed is equally distributed through these days.