With its Conversion Lift tool, Facebook enables advertisers to measure the real impact of their Facebook, Instagram and Audience Networks ads on conversions.
Why do a Conversion Lift?
There have never been so many touchpoints before a conversion, and attribution is such an essential and complex subject. Unfortunately, we can’t attribute the right credit to every touchpoint with certainty.
However, thanks to Conversion Lift Studies, we can isolate the impact of Facebook and measure the incremental value of ads.
How is this incremental value calculated?
To accurately measure the impact of its ads, Facebook will create two distinct groups:
- A test group exposed to Facebook ads
- A control group that won’t be, even though it should have been.
To ensure the significance of the results, the control group is generally made up of around 20% of the users in the initial group.
The difference in conversions between the two groups is used to measure the increment.
Below is a diagram detailing the study methodology:
How do I perform a Conversion Lift?
You can create a test free of charge from your Facebook Advertising Space. Please note, however, that certain conditions must be met for the test to be relevant and meaningful: in particular, a minimum media buy is required to generate enough conversions for Facebook to have sufficient data for the test to be properly representative.
It’s also a good idea to avoid doing this during peak sales periods, as 20% of the target audience will not be exposed, which means missed sales opportunities.
If you’d like to find out more or carry out a Conversion Lift Study for your Facebook campaigns, please contact our Facebook ads marketing agency. We’d be delighted to help you!
