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Youtube: articles and field notes

Measure YouTube's contribution beyond last-click reports; Test demand creation before the search happens. Choose the explanation or working reference that matches your next decision.

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  1. Article14 min read

    Measure YouTube's contribution beyond last-click reports

    Choose a measurement method that matches the budget, audience and decision; a branded-search increase alone cannot establish lift.

    By Ruslan Galba

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  2. Field note1 min read

    Test demand creation before the search happens

    Define audience, creative and a measurement plan; branded-search movement is one signal with confounders.

    By Ruslan Galba

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