Google is giving advertisers clearer rules for measuring whether YouTube and Demand Gen ads prompt people to search for their brands — while making several notable changes from the metric’s original rollout. What’s happening . Google has updated its documentation for Branded Searches, a conversion type that measures when someone searches for an advertiser’s brand on Google or YouTube after seeing an ad. The conversion type itself isn’t new. Google introduced Branded Searches in 2025 as an always-on alternative to running Search Lift experiments. What’s changed is how Google now defines its availability, attribution and reporting. The…
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