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<\/p>\nWith its Conversion Lift tool, Facebook enables advertisers to measure the real impact of their Facebook, Instagram and Audience Networks ads on conversions.<\/p>\n
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. <\/p>\n
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However, thanks to Conversion Lift Studies, we can isolate the impact of Facebook and measure the incremental value of ads.<\/p>\n
To accurately measure the impact of its ads, Facebook will create two distinct groups:<\/p>\n
To ensure the significance of the results, the control group is generally made up of around 20% of the users in the initial group.<\/p>\n
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The difference in conversions between the two groups is used to measure the increment.<\/p>\n
Below is a diagram detailing the study methodology:<\/p>\n
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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. <\/p>\n
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.<\/p>\n