The Google Ads Experiment Center is a unified hub for validating strategies and continuously improving campaign performance. By centralizing Experiments and Lift Studies in a single dashboard, the Experiment Center streamlines how you optimize tactics and measure the impact of your campaigns.
On this page
Benefits
- Test different campaign tactics, features, and assets.
- Measure the true impact of your campaigns on metrics like brand awareness, user search behavior, or direct increase in conversions.
- Determine the impact of new advertising strategies.
Explore experiment types
Review the following table to understand the two types of experiments: Experiments and Lift studies.
| Experiments | Lift Studies | |
|---|---|---|
| What you can do | Experiments allow you to compare the performance of different campaign settings, ad copy, or bidding strategies. Learn more about the Fundamentals of A/B . | Lift studies help you understand the true impact of your campaigns on key outcomes such as brand awareness, user search behavior, and conversions, moving beyond basic metrics like clicks and impressions. Learn more about the Fundamentals of lift. |
| Key benefits |
Drive performance: Optimize your campaigns quickly by testing variables and adopting winning strategies for continuous improvement. |
Measure incremental impact: Quantify the true value of your advertising and understand how it influences brand perception, organic searches or conversions. |
| Available types |
You can set up Experiments for various aspects of your campaigns:
|
Lift studies can measure different types of impact:
|
| Methodology | Based on your input, your audience is divided into randomized groups. One group experiences your current settings, while the other receives desired changes. This setup allows a direct comparison of performance. | Controlled experiments split an eligible audience into two groups based on users or geography. An exposed treatment group is shown your ad, and an unexposed control group is not shown your ad. By comparing these groups, you can accurately measure the true, incremental impact of your advertising campaigns. |
| How to access? |
To access the “Experiments” page, follow the steps below:
|
To access the “Lift studies” page, follow the steps below:
|
