To measure the causal impact of your ad campaigns on brand perception, conversions, conversion value, and organic search behavior, query the lift measurement reporting resources in the Google Ads API: - **[Brand Lift reporting](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#brand-lift-reporting)**: Evaluates how ad exposure influences brand perception across surveyed measurement types in Google Ads API v25 and later. - **[Conversion Lift reporting](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#conversion-lift-reporting)** : Measures incremental conversions, conversion value, cost per incremental conversion (iCPA), and incremental return on ad spend (iROAS) against an unexposed holdback group in Google Ads API v25 and later, including: - **[Standalone Conversion Lift reporting](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#cls-reporting)**: Evaluates study-level and sliced incrementality across measured campaigns. - **[A/B + Conversion Lift reporting](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#ab-lift-reporting)**: Evaluates per-arm holdback incrementality and Bayesian head-to-head winner scores across competing experiment arms. - **[Search Lift reporting](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#search-lift-reporting)**: Quantifies the incremental increase in organic search query volume across Google Search and YouTube driven by ad exposure in Google Ads API v26 and later. For standard A/B experiment reporting on the `experiment` and `campaign` resources, see [Report on experiments](https://developers.google.com/google-ads/api/docs/experiments/reporting). ## Brand Lift reporting To evaluate how your ad campaigns influence brand perception in Google Ads API v25 and later, query the dedicated Brand Lift measurement resources. > [!IMPORTANT] > **Important:** To query Brand Lift data, the customer ID must be on the allowlist managed by Global Product Solutions (GPS). Contact your Google representative or GPS contact before starting your integration. ### Brand Lift resources and breakdown views Brand Lift configurations, flights, and breakdown views are read-only in the Google Ads API (all fields are `OUTPUT_ONLY`) and are configured in the Google Ads UI or with your Google representative or GPS contact. Query these resources by using the `customer_id` parameter of the account (manager or child account) that owns the study. Query the [`LiftMeasurementFlight`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlight.md.txt) resource to retrieve flight-level Brand Lift schedule and survey collection metadata, including the flight status ([`lift_measurement_flight.status`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlight.md.txt#status), defined by the [`LiftMeasurementFlightStatus`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlightStatusEnum.LiftMeasurementFlightStatus.md.txt) enum with values `ENABLED` for active flights and `STOPPED` for manually halted flights), the flight date ranges ([`lift_measurement_flight.start_date`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlight.md.txt#start_date) and [`lift_measurement_flight.end_date`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlight.md.txt#end_date)) in the customer's time zone, and the target survey response collection progress ([`lift_measurement_flight.survey_lift_measurement.response_collection_ratio_micros`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlightSurveyLiftMeasurement.md.txt#response_collection_ratio_micros), where `0` equals 0% and `1000000` equals 100%). To determine whether an `ENABLED` flight is in progress or completed, compare the current date in the customer's time zone against `lift_measurement_flight.start_date` and `lift_measurement_flight.end_date`, and check whether `response_collection_ratio_micros` has reached `1000000`. Query the [`LiftMeasurementConfig`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt) resource to retrieve overall study-level Brand Lift metrics, or query the following breakdown resources to analyze Brand Lift metrics across specific dimensions: - [`LiftMeasurementCampaign`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementCampaign.md.txt): Breakdown by campaign. - [`LiftMeasurementAgeRange`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementAgeRange.md.txt): Breakdown by age range. - [`LiftMeasurementDevice`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementDevice.md.txt): Breakdown by device. - [`LiftMeasurementGender`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementGender.md.txt): Breakdown by gender. - [`LiftMeasurementVideo`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementVideo.md.txt): Breakdown by video asset. Include the [`segments.brand_lift_measurement_type`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#brand_lift_measurement_type) segment to break down Brand Lift metrics by surveyed question type, defined by the [`BrandLiftMeasurementType`](https://developers.google.com/google-ads/api/reference/rpc/v26/BrandLiftMeasurementTypeEnum.BrandLiftMeasurementType.md.txt) enum (such as `RECALL` or `AWARENESS`). When you omit the `segments.brand_lift_measurement_type` segment, the API returns metrics for a single auto-selected measurement type per slice. Include the [`segments.date`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#date) segment to break down Brand Lift metrics by date (`YYYY-MM-DD`). The [`metrics.cost_per_lifted_cookie`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#cost_per_lifted_cookie) metric is returned in micros of the study-owning account's currency. In Google Ads API v27 and later, you can also select the read-only (`OUTPUT_ONLY`) `lift_guidance` field (`lift_guidance.outcome` and `lift_guidance.guidance_message`, of type `LiftGuidance`) in the Google Ads Query Language (GAQL) `SELECT` clause on `lift_measurement_config` and on the five Brand Lift breakdown resources (`lift_measurement_age_range`, `lift_measurement_campaign`, `lift_measurement_device`, `lift_measurement_gender`, and `lift_measurement_video`) to receive row-level statistical interpretation. On `lift_measurement_config`, `lift_guidance` is populated only when the query also selects or filters on Lift metrics or segments (it is omitted on metadata-only configuration queries), and `lift_guidance.guidance_message` can contain inline Markdown links (such as `[Learn more](https://support.google.com/...)`). You cannot filter or sort on `lift_guidance` subfields in `WHERE` or `ORDER BY` clauses. For descriptions of the `LiftOutcomeEnum.LiftOutcome` values returned in `lift_guidance.outcome`, see [Interpret Brand Lift outcomes](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting#brand-lift-outcomes). #### Reportability thresholds and empty responses Brand Lift reporting is both **latency-gated** (requiring a 24--48 hour pipeline delay after a study starts) and **response-gated** per surveyed measurement type (`segments.brand_lift_measurement_type`) to satisfy statistical reportability and privacy thresholds: - **Positive response rates (`metrics.brand_lift_baseline_positive_response_rate*` and `metrics.brand_lift_exposed_positive_response_rate*`)** : At least **50** survey responses in the corresponding arm (exposed or suppressed). - **Strict positive lift threshold (overall study on `LiftMeasurementConfig` or independent slice)** : Statistically positive lift (`p_value <= 0.50`) with at least **2,000** total responses and **860** responses per arm. - **Relaxed slice positive lift threshold (on a breakdown resource when the overall study meets the strict threshold with positive lift)** : Statistically positive lift (`p_value <= 0.50`) with at least **500** total responses and **200** responses per arm. - **Complete non-positive lift threshold (`NO_SIGNIFICANT_LIFT` versus `NOT_ENOUGH_DATA`)** : At least **4,100** total responses per metric when no statistically positive lift is detected. Queries to `LiftMeasurementConfig` and the five Brand Lift breakdown resources (`LiftMeasurementAgeRange`, `LiftMeasurementGender`, `LiftMeasurementDevice`, `LiftMeasurementCampaign`, and `LiftMeasurementVideo`) return an empty response (`results: []`) rather than an error in the following cases: - The queried `customer_id` parameter is not on the allowlist or doesn't own the study. - The `WHERE` date filters fall outside evaluated flight dates (`lift_measurement_flight.start_date` and `lift_measurement_flight.end_date`). - The study or specific demographic, device, campaign, or video slice hasn't met the 24--48 hour reporting delay and survey response volume thresholds, even when `LiftMeasurementConfig` returns overall study results. To troubleshoot empty responses, complete the following steps: 1. Query `lift_measurement_flight` to verify that `lift_measurement_flight.status = 'ENABLED'`, check that your `WHERE` date filters fall within `lift_measurement_flight.start_date` and `lift_measurement_flight.end_date`, and inspect survey progress in `lift_measurement_flight.survey_lift_measurement.response_collection_ratio_micros` (where `1000000` equals 100%). 2. Query `LiftMeasurementConfig` to confirm whether the overall study has generated reportable Brand Lift metrics before querying dimensional breakdown resources. ### Interpret Brand Lift outcomes In Google Ads API v27 and later, the `lift_guidance.outcome` field returns a `LiftOutcomeEnum.LiftOutcome` value that classifies the statistical state of each returned row alongside human-readable remediation advice in `lift_guidance.guidance_message`: - **In-progress study outcomes** (when `lift_measurement_flight.status` is `ENABLED` and the current date in the customer's time zone is on or before `lift_measurement_flight.end_date` with `lift_measurement_flight.survey_lift_measurement.response_collection_ratio_micros` less than `1000000`): - `STUDY_IN_PROGRESS_WITH_LIFT`: The study is in progress and preliminary positive lift is emerging. - `STUDY_IN_PROGRESS_NO_LIFT_YET`: The study is in progress with sufficient initial volume, and no statistically significant lift has been detected yet. - `STUDY_IN_PROGRESS_COLLECTING_DATA`: The study is in progress and actively collecting initial survey responses toward statistical reporting thresholds. - **Completed study outcomes** (when `lift_measurement_flight.end_date` has passed or `lift_measurement_flight.survey_lift_measurement.response_collection_ratio_micros` has reached `1000000`): - `POSITIVE_LIFT_DETECTED`: Statistically significant positive lift was detected for the completed study or slice. - `NO_SIGNIFICANT_LIFT`: The completed study or slice met statistical precision thresholds (at least 4,100 total responses per metric), and no statistically significant positive lift was detected. - `NOT_ENOUGH_DATA`: The completed study or slice did not meet the survey response thresholds required for statistical reportability (at least 2,000 total and 860 per-arm responses for positive lift on the overall study, 500 total and 200 per-arm responses for positive lift on a slice when the overall study has positive lift, or 4,100 total responses per metric when no positive lift is detected). Apply the following guidelines when interpreting Brand Lift results: - **In-progress versus completed flights (`STUDY_IN_PROGRESS_*`)** : While an `ENABLED` study flight is still in progress (before `lift_measurement_flight.end_date` passes and before `response_collection_ratio_micros` reaches `1000000`), survey responses and bias-corrected modeling are still stabilizing. Treat in-progress metrics as preliminary and avoid pausing campaigns or reducing budgets until the flight completes. - **Positive lift (`POSITIVE_LIFT_DETECTED`)** : When positive Brand Lift is detected, query the dimensional breakdown resources (`LiftMeasurementAgeRange`, `LiftMeasurementGender`, `LiftMeasurementDevice`, `LiftMeasurementCampaign`, and `LiftMeasurementVideo`) to identify high-performing audience cohorts ("bright spots") and evaluate creative resonance across the brand funnel. - **Insufficient data or no significant lift (`NOT_ENOUGH_DATA` or `NO_SIGNIFICANT_LIFT`)** : When survey response volume is insufficient (fewer than 4,100 total responses per metric without positive lift, or fewer than the 2,000/860 strict or 500/200 relaxed slice thresholds for positive lift) or no statistically significant lift is detected on a slice, do not treat this as campaign failure or exclude audiences based on single-slice sample insufficiency. Check overall study metrics on `LiftMeasurementConfig`, query other surveyed `segments.brand_lift_measurement_type` values (such as upper-funnel `RECALL` or `AWARENESS`), and check remaining breakdown dimensions. ### Example Brand Lift queries Because flight metadata and lift statistics reside on separate resources, querying flight details and performance statistics requires separate GAQL queries. #### Flight details query To retrieve metadata for a Brand Lift flight, such as its status, measurement type, scheduled dates, and survey collection progress, query the [`LiftMeasurementFlight`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlight.md.txt) resource: ```sql SELECT lift_measurement_flight.lift_measurement_config_id, lift_measurement_flight.lift_measurement_flight_id, lift_measurement_flight.name, lift_measurement_flight.status, lift_measurement_flight.lift_type, lift_measurement_flight.start_date, lift_measurement_flight.end_date, lift_measurement_flight.survey_lift_measurement.response_collection_ratio_micros FROM lift_measurement_flight WHERE lift_measurement_flight.lift_measurement_config_id = CONFIG_ID AND lift_measurement_flight.lift_type = 'SURVEY' ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration (`lift_measurement_config.lift_measurement_config_id`). #### Statistics query To retrieve Brand Lift metrics, query the [`LiftMeasurementConfig`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt) resource or the appropriate breakdown resource. For example, the following query retrieves Brand Lift metrics segmented by campaign and Brand Lift measurement type from the [`LiftMeasurementCampaign`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementCampaign.md.txt) resource: ```sql SELECT lift_measurement_campaign.lift_measurement_config_id, lift_measurement_campaign.campaign, segments.brand_lift_measurement_type, metrics.absolute_brand_lift, metrics.relative_brand_lift FROM lift_measurement_campaign WHERE lift_measurement_campaign.lift_measurement_config_id = CONFIG_ID ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration. ## Conversion Lift reporting In Google Ads API v25 and later, Conversion Lift reporting measures the incremental impact of your ads on conversions and conversion value. Conversion Lift studies compare converting behavior between an exposed group (users who were eligible to see your ads) and an unexposed control group (users held back from seeing your ads). > [!IMPORTANT] > **Important:** To query Conversion Lift data, the customer ID must be on the allowlist managed by Global Product Solutions (GPS). Contact your Google representative or GPS contact before starting your integration. Conversion Lift configurations, flights, and experiment links are read-only in the Google Ads API (all fields are `OUTPUT_ONLY`) and are configured in the Google Ads UI or with your Google representative or GPS contact. Query the `lift_measurement_config` resource by using the `customer_id` parameter of the account that owns the study. A manager account can directly query cross-account Conversion Lift studies that it owns. Query studies owned by a child account by using the child account's `customer_id` parameter (optionally authenticated with the `login-customer-id` header). Conversion Lift reporting supports two study workflows, both of which share the same [study and flight discovery](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#cls-discovery-workflow), [cumulative snapshot date ranges](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting#cls-cumulative-snapshots), and [conversion action scopes](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting#cls-conversion-action-scope): - **[Standalone Conversion Lift reporting](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#cls-reporting)**: Measures overall incrementality, cost per incremental conversion (iCPA), and incremental return on ad spend (iROAS) across the selected conversion actions or all conversion actions from the measured campaigns in the study. - **[A/B + Conversion Lift reporting](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#ab-lift-reporting)**: Measures per-arm incrementality and Bayesian winner scores between two competing experiment arms (control versus treatment) alongside overall study incrementality. For assistance constructing valid queries to the `lift_measurement_config` resource, use the [Google Ads Query Builder](https://developers.google.com/google-ads/api/fields/v26/lift_measurement_config_query_builder.md.txt) tool. In Google Ads API v27 and later, you can select the read-only (`OUTPUT_ONLY`) `lift_measurement_config.lift_guidance` field (`lift_guidance.outcome` and `lift_guidance.guidance_message`, of type `LiftGuidance`) in the GAQL `SELECT` clause on `lift_measurement_config` to receive row-level statistical interpretation for standalone Conversion Lift and A/B + Conversion Lift queries. On `lift_measurement_config`, `lift_guidance` is populated only when the query also selects or filters on Lift metrics or segments (it is omitted on metadata-only configuration queries), and `lift_guidance.guidance_message` can contain inline Markdown links (such as `[Learn more](https://support.google.com/...)`). You cannot filter or sort on `lift_guidance` subfields in `WHERE` or `ORDER BY` clauses. The `lift_guidance.outcome` field returns one of the following `LiftOutcomeEnum.LiftOutcome` values: - **In-progress study outcomes** (when `lift_measurement_flight.status` is `ENABLED` and the current date in the customer's time zone is on or before `lift_measurement_flight.end_date`): - `STUDY_IN_PROGRESS_WITH_LIFT`: The study is in progress and preliminary positive lift is emerging. - `STUDY_IN_PROGRESS_NO_LIFT_YET`: The study is in progress with sufficient initial volume, and no statistically significant lift has been detected yet. - `STUDY_IN_PROGRESS_COLLECTING_DATA`: The study is in progress and actively collecting initial conversion data toward statistical reporting thresholds. - **Completed study outcomes** (when `lift_measurement_flight.end_date` has passed): - `POSITIVE_LIFT_DETECTED`: Statistically significant positive lift was detected for the completed study, experiment arm, or slice. - `AB_WINNER_WITH_LIFT`: An A/B + Conversion Lift study completed with a winning experiment arm head-to-head and statistically significant positive lift over the unexposed holdback group. - `AB_WINNER_PARITY_VS_CONTROL`: An A/B + Conversion Lift study completed with a winning experiment arm head-to-head, but at parity with the unexposed holdback group. - `NO_SIGNIFICANT_LIFT`: The completed study, experiment arm, or slice met statistical precision thresholds, and no statistically significant positive lift was detected. - `NOT_ENOUGH_DATA`: The completed study, experiment arm, or slice did not accumulate enough conversions to reach statistical precision thresholds. > [!NOTE] > **Note:** Queries to the `lift_measurement_config` resource return an empty response (`results: []`) rather than an error when the queried `customer_id` parameter is not on the allowlist or doesn't own the study, when `WHERE` date filters fall outside evaluated windows within the flight dates in the `lift_measurement_flight` resource, or when a newly started study hasn't completed its initial reporting delay (typically up to 7 days for Conversion Lift). To troubleshoot empty responses, query `lift_measurement_flight` to verify that `lift_measurement_flight.status = 'ENABLED'` (`LiftMeasurementFlightStatus` defines `ENABLED` for active flights and `STOPPED` for manually halted flights. To determine whether an `ENABLED` flight is in progress or completed, compare the current date in the customer's time zone against `lift_measurement_flight.start_date` and `lift_measurement_flight.end_date`) and that your `WHERE` date filters fall within `lift_measurement_flight.start_date` and `lift_measurement_flight.end_date`. ### Discover study configurations and flights To report on a Conversion Lift study, first discover the study configuration and its flight schedule: 1. **Retrieve the study configuration** : Query the [`LiftMeasurementConfig`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt) resource to retrieve the study's name, holdback ratio ([`lift_measurement_config.conversion_lift_holdback_ratio_micros`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt#conversion_lift_holdback_ratio_micros)), tracked conversion actions ([`lift_measurement_config.conversion_actions`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt#conversion_actions%5B%5D)), and---in Google Ads API v26 and later---actively linked campaigns ([`lift_measurement_config.campaigns`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt#campaigns%5B%5D)). The `conversion_lift_holdback_ratio_micros` field is expressed in micros where `1,000,000` equals 100% (for example, `300000` represents a 30% unexposed holdback group). If you don't know the study's `CONFIG_ID`, omit the `WHERE` clause to list all study configurations in the account. 2. **Retrieve flight observation windows** : Query the [`LiftMeasurementFlight`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlight.md.txt) resource to find the scheduled flight dates ([`lift_measurement_flight.start_date`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlight.md.txt#start_date) and [`lift_measurement_flight.end_date`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlight.md.txt#end_date)) in the customer's time zone. Because a single `LiftMeasurementConfig` resource can group Brand Lift (`SURVEY`), Conversion Lift (`CONVERSION`), and Search Lift (`SEARCH`) flights, include the [`lift_measurement_flight.lift_type`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementFlight.md.txt#lift_type) field in the `SELECT` clause and filter by `lift_measurement_flight.lift_type = 'CONVERSION'` in the `WHERE` clause. The `lift_measurement_flight.start_date` and `lift_measurement_flight.end_date` fields are sortable in `ORDER BY` clauses, but you cannot filter on them in a `WHERE` clause. The following query retrieves the study configuration (omit the `lift_measurement_config.campaigns` field in Google Ads API v25, as that field requires Google Ads API v26 and later): ```sql SELECT lift_measurement_config.lift_measurement_config_id, lift_measurement_config.name, lift_measurement_config.conversion_lift_holdback_ratio_micros, lift_measurement_config.conversion_actions, lift_measurement_config.campaigns FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration (`lift_measurement_config.lift_measurement_config_id`). The following query retrieves the Conversion Lift flight schedule for the study: ```sql SELECT lift_measurement_flight.lift_measurement_config_id, lift_measurement_flight.lift_measurement_flight_id, lift_measurement_flight.name, lift_measurement_flight.status, lift_measurement_flight.lift_type, lift_measurement_flight.start_date, lift_measurement_flight.end_date FROM lift_measurement_flight WHERE lift_measurement_flight.lift_measurement_config_id = CONFIG_ID AND lift_measurement_flight.lift_type = 'CONVERSION' ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration (`lift_measurement_config.lift_measurement_config_id`). In Google Ads API v26 and later, you can also discover the lift measurement configuration linked to a campaign directly from the [`campaign`](https://developers.google.com/google-ads/api/fields/v26/campaign.md.txt) resource by querying the [`campaign.lift_measurement_config`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.md.txt#lift_measurement_config) field. Querying this field avoids having to cross-reference the [`LiftMeasurementConfig`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt) resource separately: ```sql SELECT campaign.id, campaign.lift_measurement_config FROM campaign WHERE campaign.id = CAMPAIGN_ID ``` Replace the following: - `CAMPAIGN_ID`: the integer ID of the campaign (`campaign.id`). The `campaign.lift_measurement_config` field returns a resource name in the format `customers/CUSTOMER_ID/liftMeasurementConfigs/CONFIG_ID`. If a campaign has participated in multiple lift studies, this field identifies the most recently linked configuration (active or inactive). In contrast, the `lift_measurement_config.campaigns` field lists only actively linked campaigns. ### Query cumulative snapshot date ranges Conversion Lift results are structured as **daily cumulative evaluation snapshots** starting from the flight's start date: - The [`segments.conversion_lift_start_date`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_lift_start_date) segment remains pinned to the flight's start date (`lift_measurement_flight.start_date`). - The [`segments.conversion_lift_end_date`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_lift_end_date) segment advances daily up to the flight's end date (`lift_measurement_flight.end_date`). Both `segments.conversion_lift_start_date` and `segments.conversion_lift_end_date` are `INT64` fields formatted as unquoted 8-digit integers without hyphens in `YYYYMMDD` format (for example, `20260501`). In contrast, the `lift_measurement_flight.start_date` and `lift_measurement_flight.end_date` fields return date strings in ISO 8601 `YYYY-MM-DD` format (for example, `2026-05-01`). Unlike in Brand Lift and Search Lift queries, the [`segments.date`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#date) segment is incompatible with all Conversion Lift metrics and segments. Selecting the `segments.date` segment alongside Conversion Lift segments (such as `segments.conversion_lift_start_date`) in the `SELECT` clause returns a `QueryError.PROHIBITED_FIELD_COMBINATION_IN_SELECT_CLAUSE` error, whereas combining `segments.date` with Conversion Lift metrics returns a `QueryError.PROHIBITED_SEGMENT_WITH_METRIC_IN_SELECT_OR_WHERE_CLAUSE` error. The newest computed snapshot can lag behind an active flight's end date while processing data. Always query the `lift_measurement_config` resource for available `(segments.conversion_lift_start_date, segments.conversion_lift_end_date)` pairs ordered by `segments.conversion_lift_end_date DESC` first to identify the most recent evaluated snapshot. The following query retrieves the available snapshot date ranges for a study: ```sql SELECT segments.conversion_lift_start_date, segments.conversion_lift_end_date, segments.conversion_lift_included_conversion_action_types FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID AND segments.conversion_lift_included_conversion_action_types = 'SELECTED' ORDER BY segments.conversion_lift_end_date DESC ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration. ### Filter by conversion action scope Conversion Lift evaluates incrementality across two scopes defined by the [`segments.conversion_lift_included_conversion_action_types`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_lift_included_conversion_action_types) segment: - `SELECTED`: Conversion actions selected during study setup, or all biddable (primary) conversion actions if custom conversion actions were not specified. - `ALL`: All conversion actions from the campaigns measured in the study. When you query the `lift_measurement_config` resource for Conversion Lift metrics without filtering on the `segments.conversion_lift_included_conversion_action_types` segment, the API returns two rows per slice---one for `ALL` and one for `SELECTED`. In GAQL, any non-date segment field (and any Conversion Lift snapshot date segment) filtered in the `WHERE` clause must also appear in the `SELECT` clause. Otherwise, the API returns a `QueryError.EXPECTED_REFERENCED_FIELD_IN_SELECT_CLAUSE` error. When you filter by `segments.conversion_lift_included_conversion_action_types = 'SELECTED'` in the `WHERE` clause, include that segment in the `SELECT` clause. ### Standalone Conversion Lift reporting Standalone Conversion Lift studies measure the incremental impact of your ads against an unexposed holdback group without splitting campaigns into competing treatment arms. #### Query conversion lift and iCPA Conversion Lift reports point estimates alongside 90% one-sided confidence bounds (`*_p90_lower_bound` and `*_p90_upper_bound`, which together form an 80% two-sided confidence interval) and p-values (`p_value <= 0.10` corresponds to 90% one-sided statistical significance): - [`metrics.conversion_lift_baseline_conversions`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#conversion_lift_baseline_conversions): Modeled baseline conversions scaled to the size of the exposed group (so `metrics.conversion_lift_exposed_conversions` equals `metrics.conversion_lift_baseline_conversions + metrics.incremental_conversions`). Omitted when `<= 0`. - [`metrics.conversion_lift_exposed_conversions`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#conversion_lift_exposed_conversions): Modeled conversions in the exposed group. Omitted when `<= 0`. - [`metrics.incremental_conversions`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversions): Incremental conversions attributed to ad exposure, with 90% one-sided confidence bounds ([`metrics.incremental_conversions_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversions_p90_lower_bound) and [`metrics.incremental_conversions_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversions_p90_upper_bound)) and statistical significance ([`metrics.incremental_conversions_p_value`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversions_p_value)). - [`metrics.cost_per_incremental_conversion`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#cost_per_incremental_conversion): Cost per incremental conversion (iCPA), with 90% one-sided confidence bounds ([`metrics.cost_per_incremental_conversion_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#cost_per_incremental_conversion_p90_lower_bound) and [`metrics.cost_per_incremental_conversion_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#cost_per_incremental_conversion_p90_upper_bound)). Returned in standard currency units of the study-owning account (for example, `11.5` represents `$11.50` in USD, not micros---unlike the `metrics.cost_micros` or `metrics.cost_per_conversion` metrics). The `metrics.cost_per_incremental_conversion_p90_upper_bound` field is unset when `metrics.incremental_conversions_p90_lower_bound <= 0`. - [`metrics.relative_conversion_lift`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#relative_conversion_lift): Relative lift in conversions expressed as a decimal proportion (for example, `0.20` represents a 20% lift), with 90% one-sided confidence bounds ([`metrics.relative_conversion_lift_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#relative_conversion_lift_p90_lower_bound) and [`metrics.relative_conversion_lift_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#relative_conversion_lift_p90_upper_bound)). The API omits Conversion Lift metrics on returned rows in the following cases: - The inclusive snapshot window is fewer than 4 days. - Unscaled observed conversion volume is less than the minimum precision thresholds (fewer than 65 observed baseline conversions in the holdback group or fewer than 150 observed exposed conversions, evaluated before scaling `metrics.conversion_lift_baseline_conversions`). - Measured lift is non-positive (`metrics.incremental_conversions_p_value > 0.5` for conversion metrics, or `metrics.incremental_conversion_value_p_value > 0.5` for conversion value metrics). - In Google Ads API v27 and later, iROAS metrics (`metrics.incremental_conversion_value_per_cost*`) and conversion-value winner score metrics (`metrics.incremental_conversion_value_winner_score` and `metrics.incremental_conversion_value_per_cost_winner_score`) are queried on a study that was configured during setup with **conversion count** rather than **conversion value** as its primary metric. Non-cost conversion value metrics (`metrics.conversion_lift_baseline_conversion_value`, `metrics.conversion_lift_exposed_conversion_value`, `metrics.incremental_conversion_value*`, and `metrics.relative_conversion_value_lift*`) remain populated on conversion-count-primary studies whenever conversion value lift is reportable. - Multiple rows or studies are aggregated because you omitted the `lift_measurement_config.lift_measurement_config_id`, `segments.conversion_lift_start_date`, `segments.conversion_lift_end_date`, or `segments.conversion_lift_included_conversion_action_types` fields from the `SELECT` clause. Apply the following guidelines when interpreting standalone Conversion Lift outcomes: - **In-progress versus completed flights (`STUDY_IN_PROGRESS_*`)** : While an `ENABLED` study flight is still in progress (when the current date in the customer's time zone is on or before `lift_measurement_flight.end_date`), baseline and treatment conversion modeling and delayed conversion attribution are still stabilizing. Treat in-progress metrics as preliminary and avoid pausing campaigns or reducing budgets until the flight completes. - **Positive lift (`POSITIVE_LIFT_DETECTED`)** : Conversion Lift metric reportability and `lift_guidance.outcome = 'POSITIVE_LIFT_DETECTED'` trigger whenever measured lift is positive (`p_value <= 0.50`, corresponding to at least 50% certainty with a positive point estimate, whereas `p_value <= 0.10` indicates 90% one-sided statistical significance where `*_p90_lower_bound >= 0`) and minimum precision thresholds (at least 4 snapshot days, at least 65 unscaled baseline conversions, and at least 150 unscaled exposed conversions) are met. When positive lift is detected, query [dimensional breakdowns](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#cls-dimensional-breakdowns) (demographics, device, country, or conversion category and conversion action) to identify high-performing cohorts ("bright spots"). - **Insufficient data or no significant lift (`NOT_ENOUGH_DATA` or `NO_SIGNIFICANT_LIFT`)** : When data volume is insufficient (fewer than 65 unscaled baseline conversions or fewer than 150 unscaled exposed conversions) or no statistically significant lift is detected on a slice, do not treat this as campaign failure or exclude audiences based on single-slice sample insufficiency. Check overall study metrics and query `segments.conversion_lift_included_conversion_action_types = 'ALL'` (if `SELECTED` shows no lift) or remaining dimensional breakdowns to verify whether positive lift was isolated elsewhere. The following query retrieves overall conversion incrementality, confidence bounds, and iCPA: ```sql SELECT lift_measurement_config.lift_measurement_config_id, segments.conversion_lift_start_date, segments.conversion_lift_end_date, segments.conversion_lift_included_conversion_action_types, metrics.conversion_lift_baseline_conversions, metrics.conversion_lift_exposed_conversions, metrics.incremental_conversions, metrics.incremental_conversions_p90_lower_bound, metrics.incremental_conversions_p90_upper_bound, metrics.incremental_conversions_p_value, metrics.cost_per_incremental_conversion, metrics.cost_per_incremental_conversion_p90_lower_bound, metrics.cost_per_incremental_conversion_p90_upper_bound, metrics.relative_conversion_lift, metrics.relative_conversion_lift_p90_lower_bound, metrics.relative_conversion_lift_p90_upper_bound FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID AND segments.conversion_lift_start_date = START_DATE AND segments.conversion_lift_end_date = END_DATE AND segments.conversion_lift_included_conversion_action_types = 'SELECTED' ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration. - `START_DATE`: the snapshot start date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260501`). - `END_DATE`: the snapshot end date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260515`). #### Query conversion value lift and iROAS To evaluate incremental revenue generated by your ad spend, query conversion value metrics and the [`metrics.incremental_conversion_value_per_cost`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_per_cost) metric. Non-cost conversion value metrics (`metrics.conversion_lift_baseline_conversion_value`, `metrics.conversion_lift_exposed_conversion_value`, `metrics.incremental_conversion_value*`, and `metrics.relative_conversion_value_lift*`) are populated whenever the study has reportable conversion value lift, regardless of whether the study's primary metric is conversion count or conversion value. In Google Ads API v27 and later, the iROAS metrics (`metrics.incremental_conversion_value_per_cost*`)---along with `metrics.incremental_conversion_value_winner_score` and `metrics.incremental_conversion_value_per_cost_winner_score`---are returned only when the study was configured during setup with **conversion value** as its primary metric (and are omitted on conversion-count-primary studies): - [`metrics.conversion_lift_baseline_conversion_value`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#conversion_lift_baseline_conversion_value): Modeled baseline conversion value in the currency of the study-owning account, scaled to the size of the exposed group. Omitted when `<= 0`. - [`metrics.conversion_lift_exposed_conversion_value`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#conversion_lift_exposed_conversion_value): Modeled conversion value in the exposed group. Omitted when `<= 0`. - [`metrics.incremental_conversion_value`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value): Incremental conversion value attributed to ads, with 90% one-sided confidence bounds ([`metrics.incremental_conversion_value_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_p90_lower_bound) and [`metrics.incremental_conversion_value_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_p90_upper_bound)) and statistical significance ([`metrics.incremental_conversion_value_p_value`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_p_value)). - [`metrics.relative_conversion_value_lift`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#relative_conversion_value_lift): Relative lift in conversion value expressed as a decimal proportion (for example, `0.20` represents a 20% lift), with 90% one-sided confidence bounds ([`metrics.relative_conversion_value_lift_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#relative_conversion_value_lift_p90_lower_bound) and [`metrics.relative_conversion_value_lift_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#relative_conversion_value_lift_p90_upper_bound)). - [`metrics.incremental_conversion_value_per_cost`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_per_cost): Incremental return on ad spend (iROAS), expressed as a dimensionless currency ratio (for example, `2.5` represents `$2.50` of incremental conversion value per `$1.00` spent in the study-owning account's currency), with 90% one-sided confidence bounds ([`metrics.incremental_conversion_value_per_cost_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_per_cost_p90_lower_bound) and [`metrics.incremental_conversion_value_per_cost_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_per_cost_p90_upper_bound)). The `metrics.incremental_conversion_value_per_cost_p90_lower_bound` field is unset when `metrics.incremental_conversion_value_p90_lower_bound < 0`. The following query retrieves conversion value incrementality, confidence bounds, and iROAS: ```sql SELECT lift_measurement_config.lift_measurement_config_id, segments.conversion_lift_start_date, segments.conversion_lift_end_date, segments.conversion_lift_included_conversion_action_types, metrics.conversion_lift_baseline_conversion_value, metrics.conversion_lift_exposed_conversion_value, metrics.incremental_conversion_value, metrics.incremental_conversion_value_p90_lower_bound, metrics.incremental_conversion_value_p90_upper_bound, metrics.incremental_conversion_value_p_value, metrics.incremental_conversion_value_per_cost, metrics.incremental_conversion_value_per_cost_p90_lower_bound, metrics.incremental_conversion_value_per_cost_p90_upper_bound, metrics.relative_conversion_value_lift, metrics.relative_conversion_value_lift_p90_lower_bound, metrics.relative_conversion_value_lift_p90_upper_bound FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID AND segments.conversion_lift_start_date = START_DATE AND segments.conversion_lift_end_date = END_DATE AND segments.conversion_lift_included_conversion_action_types = 'SELECTED' ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration. - `START_DATE`: the snapshot start date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260501`). - `END_DATE`: the snapshot end date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260515`). #### Segment results by dimension Segment incremental conversion metrics by conversion category, conversion action, demographics, device, or geography. When querying the `lift_measurement_config` resource, select only compatible segment combinations: - **Conversion category and conversion action segments** : You can select the [`segments.conversion_lift_conversion_category`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_lift_conversion_category), [`segments.conversion_action`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_action), and [`segments.conversion_action_name`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_action_name) segments individually, pair them with one another, or combine them with at most one demographic, device, or country dimension. (When querying the `segments.experiment_arm` segment, only the `segments.conversion_lift_conversion_category` segment is compatible.) - **Demographic, device, and geographic segments** : The [`segments.age_range`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#age_range), [`segments.gender`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#gender), [`segments.device`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#device), and country ([`segments.country`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#country) with [`segments.country_localized_name`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#country_localized_name)) dimensions are mutually incompatible with one another and with the `segments.experiment_arm` segment. Select at most one of these four dimensions per query. Selecting mutually incompatible segments in the `SELECT` clause fails query validation and returns a `QueryError.PROHIBITED_FIELD_COMBINATION_IN_SELECT_CLAUSE` error. Use the [Google Ads Query Builder](https://developers.google.com/google-ads/api/fields/v26/lift_measurement_config_query_builder.md.txt) to validate segment combinations interactively. Evaluate cost-efficiency metrics (`metrics.cost_per_incremental_conversion*` and `metrics.incremental_conversion_value_per_cost*`) only on **overall study rows** or **`segments.experiment_arm` rows** . In Google Ads API v25 and v26, the schema permits selecting the six cost-ratio metrics ([`metrics.cost_per_incremental_conversion`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#cost_per_incremental_conversion), `metrics.cost_per_incremental_conversion_p90_lower_bound`, `metrics.cost_per_incremental_conversion_p90_upper_bound`, [`metrics.incremental_conversion_value_per_cost`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_per_cost), `metrics.incremental_conversion_value_per_cost_p90_lower_bound`, and `metrics.incremental_conversion_value_per_cost_p90_upper_bound`) with the eight non-arm slice segments (`segments.conversion_action`, `segments.conversion_action_name`, `segments.conversion_lift_conversion_category`, `segments.age_range`, `segments.gender`, `segments.device`, `segments.country`, and `segments.country_localized_name`). Starting in Google Ads API v27, selecting any of these six cost-ratio metrics with any of those eight non-arm slice segments fails query validation and returns a `QueryError.PROHIBITED_SEGMENT_WITH_METRIC_IN_SELECT_OR_WHERE_CLAUSE` error. Non-cost conversion value metrics (`metrics.conversion_lift_baseline_conversion_value`, `metrics.conversion_lift_exposed_conversion_value`, `metrics.incremental_conversion_value*`, and `metrics.relative_conversion_value_lift*`) remain supported on conversion category, conversion action, demographic, device, and country segments whenever conversion value lift is reportable (regardless of whether the study's primary metric is conversion count or conversion value). To evaluate lift across conversion categories defined in the [`ConversionActionCategory`](https://developers.google.com/google-ads/api/reference/rpc/v26/ConversionActionCategoryEnum.ConversionActionCategory.md.txt) enum (such as `PURCHASE`, `SIGNUP`, or `SUBMIT_LEAD_FORM`), segment results by the [`segments.conversion_lift_conversion_category`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_lift_conversion_category) segment: ```sql SELECT lift_measurement_config.lift_measurement_config_id, segments.conversion_lift_start_date, segments.conversion_lift_end_date, segments.conversion_lift_included_conversion_action_types, segments.conversion_lift_conversion_category, metrics.conversion_lift_baseline_conversions, metrics.conversion_lift_exposed_conversions, metrics.incremental_conversions, metrics.relative_conversion_lift FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID AND segments.conversion_lift_start_date = START_DATE AND segments.conversion_lift_end_date = END_DATE AND segments.conversion_lift_included_conversion_action_types = 'SELECTED' ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration. - `START_DATE`: the snapshot start date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260501`). - `END_DATE`: the snapshot end date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260515`). The [`segments.conversion_action`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_action) segment returns the conversion action resource name in the format `customers/CUSTOMER_ID/conversionActions/CONVERSION_ACTION_ID`. Select the [`segments.conversion_action_name`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_action_name) segment on the `lift_measurement_config` resource to retrieve human-readable conversion action names without querying the `conversion_action` resource separately. The following query segments Conversion Lift metrics by conversion action, conversion action name, and conversion category: ```sql SELECT lift_measurement_config.lift_measurement_config_id, segments.conversion_lift_start_date, segments.conversion_lift_end_date, segments.conversion_lift_included_conversion_action_types, segments.conversion_action, segments.conversion_action_name, segments.conversion_lift_conversion_category, metrics.conversion_lift_baseline_conversions, metrics.conversion_lift_exposed_conversions, metrics.incremental_conversions, metrics.relative_conversion_lift FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID AND segments.conversion_lift_start_date = START_DATE AND segments.conversion_lift_end_date = END_DATE AND segments.conversion_lift_included_conversion_action_types = 'SELECTED' ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration. - `START_DATE`: the snapshot start date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260501`). - `END_DATE`: the snapshot end date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260515`). The following query segments Conversion Lift metrics by the [`segments.device`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#device) segment. Substitute the [`segments.age_range`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#age_range) or [`segments.gender`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#gender) segment in separate requests to retrieve demographic breakdowns (optionally combined with conversion category or conversion action segments): ```sql SELECT lift_measurement_config.lift_measurement_config_id, segments.conversion_lift_start_date, segments.conversion_lift_end_date, segments.conversion_lift_included_conversion_action_types, segments.device, metrics.conversion_lift_baseline_conversions, metrics.conversion_lift_exposed_conversions, metrics.incremental_conversions, metrics.relative_conversion_lift FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID AND segments.conversion_lift_start_date = START_DATE AND segments.conversion_lift_end_date = END_DATE AND segments.conversion_lift_included_conversion_action_types = 'SELECTED' ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration. - `START_DATE`: the snapshot start date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260501`). - `END_DATE`: the snapshot end date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260515`). To break down results by geography, include the [`segments.country`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#country) and [`segments.country_localized_name`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#country_localized_name) segments (optionally combined with conversion category or conversion action segments). The `segments.country` segment returns a global geo target constant resource name in the format `geoTargetConstants/CRITERION_ID` (for example, `geoTargetConstants/2840` for the United States). The following query segments Conversion Lift metrics by country criterion resource name and localized country name: ```sql SELECT lift_measurement_config.lift_measurement_config_id, segments.conversion_lift_start_date, segments.conversion_lift_end_date, segments.conversion_lift_included_conversion_action_types, segments.country, segments.country_localized_name, metrics.conversion_lift_baseline_conversions, metrics.conversion_lift_exposed_conversions, metrics.incremental_conversions, metrics.relative_conversion_lift FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID AND segments.conversion_lift_start_date = START_DATE AND segments.conversion_lift_end_date = END_DATE AND segments.conversion_lift_included_conversion_action_types = 'SELECTED' ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration. - `START_DATE`: the snapshot start date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260501`). - `END_DATE`: the snapshot end date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260515`). ### A/B + Conversion Lift reporting In Google Ads API v25 and later, A/B + Conversion Lift studies combine a two-arm experiment (comparing control versus treatment strategies) with holdback measurement in the Google Ads API to assess individual arm incrementality and compute Bayesian winner scores. Unlike [direct experiment reporting](https://developers.google.com/google-ads/api/docs/experiments/reporting#direct-experiment-reporting) on the `experiment` resource, which compares unadjusted arm-versus-arm traffic metrics, querying the `lift_measurement_config` resource with the `segments.experiment_arm` segment measures each arm's incremental lift against an unexposed holdback baseline. #### Discover experiments and arms An A/B + Conversion Lift study links a [`LiftMeasurementConfig`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt) resource to a two-arm [`experiment`](https://developers.google.com/google-ads/api/fields/v26/experiment.md.txt) resource through the read-only (`OUTPUT_ONLY`) [`experiment.lift_measurement_config`](https://developers.google.com/google-ads/api/reference/rpc/v26/Experiment.md.txt#lift_measurement_config) field. To discover the linked experiment and its arms in a single request, query the [`ExperimentArm`](https://developers.google.com/google-ads/api/reference/rpc/v26/ExperimentArm.md.txt) resource with attributed `experiment` fields and filter on the `experiment.lift_measurement_config` field. The response includes each arm's control status ([`experiment_arm.control`](https://developers.google.com/google-ads/api/reference/rpc/v26/ExperimentArm.md.txt#control)), traffic split ([`experiment_arm.traffic_split`](https://developers.google.com/google-ads/api/reference/rpc/v26/ExperimentArm.md.txt#traffic_split)), linked campaigns ([`experiment_arm.campaigns`](https://developers.google.com/google-ads/api/reference/rpc/v26/ExperimentArm.md.txt#campaigns%5B%5D)), and resource name. Use the returned `experiment_arm.resource_name` value (formatted as `customers/CUSTOMER_ID/experimentArms/EXPERIMENT_ID~ARM_ID`) to filter on the [`segments.experiment_arm`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#experiment_arm) segment: ```sql SELECT experiment.experiment_id, experiment.name, experiment.lift_measurement_config, experiment_arm.resource_name, experiment_arm.name, experiment_arm.control, experiment_arm.traffic_split, experiment_arm.campaigns FROM experiment_arm WHERE experiment.lift_measurement_config = 'customers/CUSTOMER_ID/liftMeasurementConfigs/CONFIG_ID' ``` Replace the following: - `CUSTOMER_ID`: the 10-digit customer ID of the account that owns the study (without hyphens). - `CONFIG_ID`: the integer ID of the lift measurement configuration. If you start from a known `EXPERIMENT_ID` (or want to list all lift-enabled experiments in the account), run the same `experiment_arm` query filtered by `WHERE experiment.experiment_id = EXPERIMENT_ID` (or `WHERE experiment.lift_measurement_config IS NOT NULL`). #### Query per-arm incrementality and winner scores To measure incrementality for each arm and evaluate the statistical probability that an arm is the winner, include the [`segments.experiment_arm`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#experiment_arm) segment in your query to the `lift_measurement_config` resource. The following Bayesian winner score metrics evaluate the probability (from `0.0` to `1.0`, summing to `1.0` across both arms when both arms have reportable positive lift) that a given arm is superior: - [`metrics.incremental_conversions_winner_score`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversions_winner_score): The probability that this arm is the winner for incremental conversions, normalized by arm traffic split (`experiment_arm.traffic_split`). - [`metrics.incremental_conversion_value_winner_score`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_winner_score): The probability that this arm is the winner for incremental conversion value, normalized by arm traffic split (`experiment_arm.traffic_split`). In Google Ads API v27 and later, populated only when the study's primary metric is conversion value, and omitted (left unset) on conversion-count-primary studies. - [`metrics.cost_per_incremental_conversion_winner_score`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#cost_per_incremental_conversion_winner_score): The probability that this arm is the winner for cost per incremental conversion (lowest iCPA), normalized by spend. - [`metrics.incremental_conversion_value_per_cost_winner_score`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_conversion_value_per_cost_winner_score): The probability that this arm is the winner for incremental conversion value per cost (highest iROAS), normalized by spend. In Google Ads API v27 and later, populated only when the study's primary metric is conversion value, and omitted (left unset) on conversion-count-primary studies. The following query retrieves per-arm incrementality and Bayesian winner scores for both arms: ```sql SELECT lift_measurement_config.lift_measurement_config_id, segments.conversion_lift_start_date, segments.conversion_lift_end_date, segments.conversion_lift_included_conversion_action_types, segments.experiment_arm, metrics.conversion_lift_baseline_conversions, metrics.conversion_lift_exposed_conversions, metrics.incremental_conversions, metrics.cost_per_incremental_conversion, metrics.incremental_conversions_winner_score, metrics.cost_per_incremental_conversion_winner_score, metrics.incremental_conversion_value, metrics.incremental_conversion_value_winner_score, metrics.incremental_conversion_value_per_cost_winner_score FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID AND segments.conversion_lift_start_date = START_DATE AND segments.conversion_lift_end_date = END_DATE AND segments.conversion_lift_included_conversion_action_types = 'SELECTED' ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration. - `START_DATE`: the snapshot start date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260501`). - `END_DATE`: the snapshot end date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260515`). To filter for a single arm, add `AND segments.experiment_arm = 'customers/CUSTOMER_ID/experimentArms/EXPERIMENT_ID~ARM_ID'` to the `WHERE` clause, where `EXPERIMENT_ID` is the experiment ID and `ARM_ID` is the arm ID returned in the `experiment_arm.resource_name` field. The `segments.experiment_arm` segment supports filtering in `WHERE` clauses (`=`, `!=`, `IN`, `NOT IN`), but you cannot sort on it in an `ORDER BY` clause. #### Interpret A/B + Conversion Lift outcomes An A/B + Conversion Lift study evaluates two hypotheses simultaneously: head-to-head arm superiority (`metrics.*_winner_score`) and causal lift against the unexposed holdback group (`metrics.incremental_*` and `*_p_value`). While an `ENABLED` study flight is still in progress (`STUDY_IN_PROGRESS_*`, when the current date in the customer's time zone is on or before `lift_measurement_flight.end_date`), head-to-head arm comparison and holdback conversion modeling are still stabilizing. Treat in-progress metrics as preliminary and avoid promoting an experiment arm or reallocating budgets until the flight completes. On completed studies, an experiment arm is classified as a head-to-head winner when it meets the minimum precision thresholds (at least 4 snapshot days, 65 unscaled baseline conversions, and 150 unscaled exposed conversions), has `0 <= p_value <= 0.50`, and achieves a Bayesian winner score **greater than `0.55`** (`> 0.55`) on the study's primary metric. This dual-hypothesis evaluation produces two distinct winner states (also reflected in `lift_guidance.outcome` in Google Ads API v27 and later): - **Clear winner with causal lift (`AB_WINNER_WITH_LIFT`)** : The winning arm outperforms the competing arm head-to-head (`winner_score > 0.55`) and generates statistically significant incremental conversions or conversion value over the unexposed holdback group. Promote or scale the winning arm's strategy, and query dimensional breakdowns to review high-performing cohorts. - **Head-to-head winner at parity with holdback (`AB_WINNER_PARITY_VS_CONTROL`)** : The winning arm outperforms the competing arm head-to-head (`winner_score > 0.55`), but neither arm produces statistically significant incremental lift over the unexposed holdback group at the queried level. Before scaling spend on the winning arm, query `ALL` conversions (`segments.conversion_lift_included_conversion_action_types = 'ALL'`) and `segments.conversion_lift_conversion_category` breakdowns to verify whether positive causal lift was isolated elsewhere. The `POSITIVE_LIFT_DETECTED` outcome applies across A/B + Conversion Lift query granularities as follows: - **Combined-arm (`OVERALL`) study rows** (queries without `segments.experiment_arm`): The study generated positive lift over the unexposed holdback group (`p_value <= 0.50`), and neither arm achieved a head-to-head winner score greater than `0.55`. - **Per-arm (`segments.experiment_arm`) rows** : When one arm wins (`winner_score > 0.55`) and both arms achieve positive lift over the holdback group, the winning arm row returns `AB_WINNER_WITH_LIFT` while the non-winning arm row returns `POSITIVE_LIFT_DETECTED`. - **Conversion category (`segments.conversion_lift_conversion_category`) slice rows** : Positive lift rows always return `POSITIVE_LIFT_DETECTED` because winner scores are not evaluated per conversion category. When a slice returns `NOT_ENOUGH_DATA` or `NO_SIGNIFICANT_LIFT`, do not pause arms or exclude audiences based on single-slice sample insufficiency. Check overall study metrics and `ALL` conversions (`segments.conversion_lift_included_conversion_action_types = 'ALL'`). #### Query combined-arm and multi-study results When you omit the `segments.experiment_arm` segment from a query on the `lift_measurement_config` resource, the API returns study-level incrementality aggregated across both combined arms. On combined-arm queries, omit the four `metrics.*_winner_score` metrics, which apply only across competing arms and are omitted (left unset) on combined-arm rows without `segments.experiment_arm`. Use the study-level queries in [Query conversion lift and iCPA](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting#cls-overall-incrementality-query) and [Query conversion value lift and iROAS](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting#cls-revenue-lift). When you segment A/B + Conversion Lift results by the [`segments.experiment_arm`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#experiment_arm) segment, the API supports only the [`segments.conversion_lift_conversion_category`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_lift_conversion_category) segment as an additional breakdown dimension. Because arm spend is not attributed to individual conversion categories, evaluate conversion and conversion value lift metrics (omitting iCPA and iROAS metrics, which fail query validation with a `QueryError.PROHIBITED_SEGMENT_WITH_METRIC_IN_SELECT_OR_WHERE_CLAUSE` error in Google Ads API v27 and later) when you include the `segments.conversion_lift_conversion_category` segment. The [`segments.conversion_action`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_action), [`segments.conversion_action_name`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#conversion_action_name), [`segments.age_range`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#age_range), [`segments.gender`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#gender), [`segments.device`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#device), [`segments.country`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#country), [`segments.country_localized_name`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#country_localized_name), and [`segments.date`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#date) segments are incompatible with the `segments.experiment_arm` segment and with the `metrics.*_winner_score` metrics. Selecting any of these incompatible segments alongside `segments.experiment_arm` returns a `QueryError.PROHIBITED_FIELD_COMBINATION_IN_SELECT_CLAUSE` error (and a `QueryError.PROHIBITED_SEGMENT_WITH_METRIC_IN_SELECT_OR_WHERE_CLAUSE` error if the query also selects any `metrics.*_winner_score` metric). To retrieve results for multiple study configurations in a single request, filter with the `IN` operator: ```sql SELECT lift_measurement_config.lift_measurement_config_id, segments.conversion_lift_start_date, segments.conversion_lift_end_date, segments.conversion_lift_included_conversion_action_types, segments.experiment_arm, segments.conversion_lift_conversion_category, metrics.incremental_conversions, metrics.incremental_conversions_winner_score, metrics.incremental_conversion_value, metrics.incremental_conversion_value_winner_score FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id IN ( CONFIG_ID_1, CONFIG_ID_2) AND segments.conversion_lift_start_date = START_DATE AND segments.conversion_lift_end_date = END_DATE AND segments.conversion_lift_included_conversion_action_types = 'SELECTED' ``` Replace the following: - `CONFIG_ID_1`: the integer ID of the first lift measurement configuration. - `CONFIG_ID_2`: the integer ID of the second lift measurement configuration. - `START_DATE`: the snapshot start date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260501`). - `END_DATE`: the snapshot end date as an unquoted 8-digit `YYYYMMDD` integer (for example, `20260515`). Exact date equality (`= START_DATE` and `= END_DATE`) returns rows only for studies that share that exact snapshot window. When querying studies with different flight start dates or latest evaluated snapshot dates, filter with range operators (`>=` and `<=`) or omit the date filters from the `WHERE` clause while keeping both the `segments.conversion_lift_start_date` and `segments.conversion_lift_end_date` segments in the `SELECT` clause. ## Search Lift reporting To measure the increase in organic search query volume driven by your ad campaigns in Google Ads API v26 and later, query Search Lift reporting resources. Search Lift quantifies the difference in search behavior for your brand or products between users exposed to your ads and an unexposed control group. > [!IMPORTANT] > **Important:** To query Search Lift data, the customer ID must be on the allowlist managed by Global Product Solutions (GPS). Contact your Google representative or GPS contact before starting your integration. ### Search Lift resources and segmentation Query the [`SearchLiftKeywordBundle`](https://developers.google.com/google-ads/api/reference/rpc/v26/SearchLiftKeywordBundle.md.txt) resource to retrieve details about keyword bundles configured for Search Lift studies. The `SearchLiftKeywordBundle` resource is read-only in the Google Ads API (all fields are `OUTPUT_ONLY`), and keyword bundles are configured in the Google Ads UI or by your Google representative or GPS contact. Its queryable fields in GAQL are `resource_name`, `search_lift_keyword_bundle_id`, `source` ([`SearchLiftMatchingInfoSource`](https://developers.google.com/google-ads/api/reference/rpc/v26/SearchLiftMatchingInfoSourceEnum.SearchLiftMatchingInfoSource.md.txt)), and `status` ([`SearchLiftKeywordBundleStatus`](https://developers.google.com/google-ads/api/reference/rpc/v26/SearchLiftKeywordBundleStatusEnum.SearchLiftKeywordBundleStatus.md.txt)) (the repeated `keywords` field is not selectable in GAQL queries). Query the [`LiftMeasurementConfig`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt) resource to retrieve Search Lift metrics and overall study configurations. In Google Ads API v27 and later, you can also select the read-only (`OUTPUT_ONLY`) `lift_measurement_config.lift_guidance` field (`lift_guidance.outcome` and `lift_guidance.guidance_message`, of type `LiftGuidance`) in the GAQL `SELECT` clause on `lift_measurement_config` when querying Search Lift metrics or segments (`segments.search_lift_keyword_bundle` or `segments.search_property`). On `lift_measurement_config`, `lift_guidance` is omitted on metadata-only configuration queries, and `lift_guidance.guidance_message` can contain inline Markdown links (such as `[Learn more](https://support.google.com/...)`). For Search Lift, `lift_guidance.outcome` returns `STUDY_IN_PROGRESS_WITH_LIFT`, `STUDY_IN_PROGRESS_NO_LIFT_YET`, `STUDY_IN_PROGRESS_COLLECTING_DATA`, `POSITIVE_LIFT_DETECTED` (at least 70% certainty, `p_value <= 0.30`), `NO_SIGNIFICANT_LIFT`, or `NOT_ENOUGH_DATA` (evaluated against thresholds of at least 1,000,000 overall impressions or 100,000 slice impressions, at least 75 observed searches, and at least 17 of 20 cookie buckets, where a single underpowered keyword bundle causes overall study results to report `NOT_ENOUGH_DATA`). > [!NOTE] > **Note:** Queries to `lift_measurement_config` for Search Lift return an empty response (`results: []`) when the queried `customer_id` parameter is not on the allowlist or doesn't own the study, when `WHERE` date filters fall outside the flight boundaries in `lift_measurement_flight`, when no impressions were served after the keyword bundle was created, or when the flight is a passive Search Lift flight. Segment Search Lift performance across the following dimensions: - [`segments.search_lift_keyword_bundle`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#search_lift_keyword_bundle): Segment by the keyword bundle resource name. Compatible with the `segments.search_property`, `segments.date`, and demographic segments (`segments.device`, `segments.age_range`, and `segments.gender`). Every keyword bundle reports the full campaign cost and impressions, and keywords can belong to more than one bundle. Do not sum `metrics.search_lift_cost_micros`, `metrics.search_lift_impressions`, or Search Lift metrics across keyword bundles. - [`segments.search_property`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#search_property): Segment by the search property where the search occurred, defined by the [`SearchLiftSearchProperty`](https://developers.google.com/google-ads/api/reference/rpc/v26/SearchLiftSearchPropertyEnum.SearchLiftSearchProperty.md.txt) enum (such as `GOOGLE_SEARCH` or `YOUTUBE`). The `segments.search_property` segment is compatible only with the `segments.search_lift_keyword_bundle` and `segments.date` segments. Combining `segments.search_property` with demographic segments (`segments.device`, `segments.age_range`, or `segments.gender`) fails query validation. Because `segments.search_property` partitions where subsequent organic searches occurred rather than where ads were served, rows segmented by `segments.search_property` repeat unpartitioned campaign-level cost and impressions in Google Ads API v26. Starting in Google Ads API v27, all eight spend and impression metrics (`metrics.search_lift_cost_micros`, `metrics.search_lift_impressions`, `metrics.normalized_incremental_searches_per_cost*`, and `metrics.normalized_incremental_searches_per_impression*`) are incompatible with `segments.search_property` and fail query validation with a `QueryError.PROHIBITED_SEGMENT_WITH_METRIC_IN_SELECT_OR_WHERE_CLAUSE` error. - Demographic and date segments: [`segments.device`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#device), [`segments.age_range`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#age_range), [`segments.gender`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#gender), and [`segments.date`](https://developers.google.com/google-ads/api/reference/rpc/v26/Segments.md.txt#date). ### Search Lift metrics The [`LiftMeasurementConfig`](https://developers.google.com/google-ads/api/reference/rpc/v26/LiftMeasurementConfig.md.txt) resource provides Search Lift metrics to evaluate search behavior changes: - [`metrics.relative_search_lift`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#relative_search_lift): The difference in search query volume between the exposed and control groups, expressed as a fraction of search queries in the control group. - [`metrics.relative_search_lift_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#relative_search_lift_p90_lower_bound) and [`metrics.relative_search_lift_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#relative_search_lift_p90_upper_bound): The 90% one-sided confidence bounds (which together form an 80% two-sided confidence interval) for relative search lift. - [`metrics.incremental_searches_p_value`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#incremental_searches_p_value): The p-value for incremental searches, representing the statistical probability that the observed increase in search queries occurred by chance. - [`metrics.search_lift_cost_micros`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#search_lift_cost_micros): The total cost (in micros) of ad impressions served for this Search Lift measurement slice. Incompatible with `segments.search_property` in Google Ads API v27 and later. - [`metrics.search_lift_impressions`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#search_lift_impressions): The total number of ad impressions served for this Search Lift measurement slice. Incompatible with `segments.search_property` in Google Ads API v27 and later. The following normalized incremental metrics---along with their corresponding 90% one-sided confidence bounds (`*_p90_lower_bound` and `*_p90_upper_bound`)---are reported when lift is statistically positive: - [`metrics.normalized_incremental_searches`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#normalized_incremental_searches) (with [`metrics.normalized_incremental_searches_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#normalized_incremental_searches_p90_lower_bound) and [`metrics.normalized_incremental_searches_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#normalized_incremental_searches_p90_upper_bound)): Estimated number of incremental search queries driven by ad exposure, normalized across exposed and control groups. - [`metrics.normalized_incremental_searches_per_cost`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#normalized_incremental_searches_per_cost) (with [`metrics.normalized_incremental_searches_per_cost_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#normalized_incremental_searches_per_cost_p90_lower_bound) and [`metrics.normalized_incremental_searches_per_cost_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#normalized_incremental_searches_per_cost_p90_upper_bound)): Estimated incremental search queries generated per unit of ad spend. Incompatible with `segments.search_property` in Google Ads API v27 and later. - [`metrics.normalized_incremental_searches_per_impression`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#normalized_incremental_searches_per_impression) (with [`metrics.normalized_incremental_searches_per_impression_p90_lower_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#normalized_incremental_searches_per_impression_p90_lower_bound) and [`metrics.normalized_incremental_searches_per_impression_p90_upper_bound`](https://developers.google.com/google-ads/api/reference/rpc/v26/Metrics.md.txt#normalized_incremental_searches_per_impression_p90_upper_bound)): Estimated incremental search queries generated per ad impression. Incompatible with `segments.search_property` in Google Ads API v27 and later. > [!NOTE] > **Note:** The `metrics.relative_search_lift*`, `metrics.normalized_incremental_searches*`, `metrics.normalized_incremental_searches_per_cost*`, and `metrics.normalized_incremental_searches_per_impression*` metrics are ratios with jackknife confidence intervals. Do not sum or average them across `segments.date`. Query the full date range instead. Likewise, do not sum `metrics.search_lift_cost_micros`, `metrics.search_lift_impressions`, or Search Lift metrics across `segments.search_lift_keyword_bundle`. ### Example Search Lift queries The following GAQL queries demonstrate how to retrieve Search Lift keyword bundles and performance metrics. #### Keyword bundle query To retrieve keyword bundles configured for Search Lift measurements, query the `search_lift_keyword_bundle` resource: ```sql SELECT search_lift_keyword_bundle.resource_name, search_lift_keyword_bundle.search_lift_keyword_bundle_id, search_lift_keyword_bundle.source, search_lift_keyword_bundle.status FROM search_lift_keyword_bundle ``` #### Metrics query The `search_lift_keyword_bundle.resource_name` values retrieved in the keyword bundle query correspond to the values returned in the `segments.search_lift_keyword_bundle` segment in the following query. To discover the `CONFIG_ID`, linked campaigns, and flight schedule for your study, follow [Discover study configurations and flights](https://developers.google.com/google-ads/api/docs/experiments/lift-reporting.md.txt#cls-discovery-workflow) on the `lift_measurement_config` and `lift_measurement_flight` resources (filtering flights by `lift_measurement_flight.lift_type = 'SEARCH'`). The following query retrieves Search Lift metrics segmented by keyword bundle and search property (omit `segments.search_property` when selecting `metrics.search_lift_cost_micros` or `metrics.search_lift_impressions`): ```sql SELECT lift_measurement_config.lift_measurement_config_id, segments.search_lift_keyword_bundle, segments.search_property, metrics.relative_search_lift, metrics.relative_search_lift_p90_lower_bound, metrics.relative_search_lift_p90_upper_bound, metrics.incremental_searches_p_value, metrics.normalized_incremental_searches, metrics.normalized_incremental_searches_p90_lower_bound, metrics.normalized_incremental_searches_p90_upper_bound FROM lift_measurement_config WHERE lift_measurement_config.lift_measurement_config_id = CONFIG_ID ``` Replace the following: - `CONFIG_ID`: the integer ID of the lift measurement configuration.