For years, justifying YouTube and Demand Gen budgets — especially to leadership and management — has relied on view-through conversions, brand lift surveys, and, frankly, pure gut feel. Now, Google’s rolling out Attributed Branded Searches: a new, always-on conversion action that counts branded searches on Google and YouTube occurring within seven days of a Demand Gen ad impression.  In effect, this works to close the gap of wondering if an ad actually helped create demand, which search-only measurement was never able to answer.  Here, we’ll look at what this metric is, how to activate […]