Google's Conversion Lift Study

Google has created a new technique for advertisers to make use of, called Conversion Lift. This method examines the number of conversions caused by helpful advertisements. It relies on several related procedures, such as multi-touch attribution and incrementalism. Google's Conversion Lift invention has the capacity to divide groups of users subject to random user selection. The use of cookies for analysis is declining, thus making it difficult for marketers to identify what strategies are effective. They are placed under pressure to produce results with limited resources, and need to justify investments. The educational video clearly demonstrated how to differentiate between users in a step-by-step fashion. Google offers three metrics that can be calculated with the help of a conversion lift study; however, gaining access to this tool requires permission from your Google account team as it is not available to all accounts yet. Before starting, it is recommended that you first assess the probability of success in order to see whether or not your study will return a meaningful result.

(source: https://www.searchenginejournal.com/google-ads-conversion-lift-tutorial-for-advertisers/473042/)