This metric is similar to the "lifted user" metric, but it also takes co-viewing into consideration. When multiple people watch YouTube on a connected TV (CTV) device together and view an ad at the same time, it could lead to more lifted users for your campaign. This metric includes lifted users from co-viewed impressions on CTV devices. Because there are no profiles available for co-viewers, they are treated as the same audience profile as the users who responded to surveys for the study.
If you look at absolute lift only, Campaign 1 seems to perform better than Campaign 2. But at the same cost, Campaign 2 drove 50% more lifted users, at a 66% lower CPM, and with a 33% more efficient cost per lifted user.
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