Clarify language around lift measurement #12
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Adding a minor clarification that "brand lift" measurement has particular requirements that distinct from what's required to measure lift in conversions. (Please see "How Brand Lift Works" for details.
From my reading of SPARROW it's not self evident whether it'll be able to support brand lift measurement (it ultimately may, but it'll require some careful thinking about the details). The mechanism for deriving conversion lift from SPARROW is more straightforward, so if it's all right I'd suggest that we limit the included table to talking about "conversion lift measurement".
(Sorry I'm not sure where the spacing changes are coming from - I tried using two different editors and they both seem to have modified the trailing spaces on-save).