Facebook Updates Conversion Lift Measurement Tool

Facebook announced an update to the conversion lift measurement tool it introduced in January, allowing advertisers to compare multiple Facebook ads against each other.

Facebook announced an update to the conversion lift measurement tool it introduced in January, allowing advertisers to compare multiple Facebook ads against each other.

The social network launched conversion lift measurement to enable brands to better track the effectiveness of their Facebook ad campaigns by understanding the additional business driven by those campaigns.

Now, in addition to using conversion lift measurement to compare control groups that see and don’t see the ads, brands can compare multiple ads with the same objective to see which tactics are the most effective.

Facebook announced the update in a Facebook for Business post, saying:

Up until now, conversion lift studies have measured the effectiveness of Facebook advertising by separating an advertiser’s audience into two groups: a randomized test group that sees ads and a control group that doesn’t. This kind of study shows advertisers how effective their Facebook ads are at driving their intended goal. But now advertisers can compare multiple ads with the same objective against each other, so they can not only see if Facebook advertising is working, but exactly which advertising approaches work the best for their goal.

Among other things, conversion lift studies with multiple test and control groups help advertisers determine:

  • Which ad units perform best for their objectives.
  • Whether brand and direct-response ads work better to achieve the objective than brand ads or direct response ads on their own.
  • What value mobile ads are driving.
  • Whether lifestyle creative or product-focused creative best accomplishes their goal.

Additionally, conversion lift studies can now be set up to measure lift across purchase channels, like stores, websites and apps, so advertisers can get a holistic view of their ad performance. Multichannel measurement shows the advertiser the overall effect their ads contributed and can also be viewed by channel to see how the ads drove sales in store, online or in app.

The social network also highlighted the use of the new features by cloud-based website platform Wix and German shopping club Westwing, saying:

  • Wix ran a conversion lift study with multiple test and control groups to determine whether direct-response ads in combination with brand-awareness video ads would drive more premium subscriptions than using direct-response ads alone. The test showed that the direct-response-only campaign prompted notable growth in subscriptions, but the combination of direct-response ads with video ads produced even more subscriptions.
  • Westwing ran a conversion lift study with multiple test and control groups to determine whether link ads or carousel ads were more effective at driving registrations. It found that both marketing approaches were effective for its goal but that carousel ads were 34 percent more effective than link ads at driving registrations.

Advertisers: What are your early thoughts on Facebook’s updated conversion lift measurement tool?

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