After running a video campaign, a startup wants to see if their users are more likely to look for them on Google or YouTube. Which tool should they use?

They should use Search Lift. It measures the additional search activity a video campaign generates by comparing an exposed group with a control group, showing whether people who saw the ads went on to search for the brand, its products or related terms on Google and YouTube. That is exactly the behaviour a startup wants to prove: video working as demand creation, prompting people to go looking for them afterwards. It also captures value that click-based reporting misses entirely, because a viewer who searches the brand name days later usually arrives through a branded search campaign that takes the credit. Search Lift sits alongside Brand Lift, which measures attitudinal change through surveys, and Conversion Lift, which measures incremental conversions against a holdout group.