Facebook Expanding Access to Conversion Lift Measurement

By David Cohen Comment

LiftMeasurementTeaser

Facebook launched conversion lift measurement in January 2015 with the goal of helping advertisers track conversions instead of clicks, and the social network announced Wednesday the availability of that feature is expanding.

When conversion lift measurement debuted last January, Facebook said in a Facebook for Business post introducing the option:

Conversion lift accurately captures the impact that Facebook ads have in driving business for marketers. Here’s how it works:

  • When creating a Facebook campaign, a randomized test group (people that see ads) and control group (people that don’t) are established.
  • The advertiser securely shares conversion data from the campaign with Facebook. Typically, this data comes from sources like the Facebook custom audiences pixel, conversion pixel or secure point-of-sale data.
  • Facebook determines additional lift generated from the campaign by comparing conversions in the test and control groups, and the results of the study are made available in Ads Manager.

Why measure conversion lift? Conversion lift is a better solution not just for advertisers on Facebook, but for digital marketers in general. It addresses several of the measurement challenges currently facing marketers.

The social network said in a Facebook for Business post Wednesday at least 1,000 businesses in more than 10 industries have run lift measurement studies to date, adding on its expansion of the feature:

To help more advertisers of all kinds understand the real impact their ads have on their business, we are starting tests to make lift measurement more widely available. Through our tests, select advertisers will be able to run lift measurement studies through APIs (application-programming interfaces), Facebook Marketing Partners and measurement partners. By enabling our partners to more accurately measure ad performance on behalf of advertisers, we will extend the power of lift measurement to more advertisers. We will provide more information about the availability of lift measurement through partners and the API once we’re done testing.

Additionally, to free more advertisers from using unreliable and inaccurate methods that were born in a desktop-only world to measure which ads lead to conversions, we’re testing new fields in ads reporting. The new fields will tell advertisers which ads people saw or clicked on before they converted by taking an action, like making a purchase or becoming a qualified lead. This type of measurement can help advertisers understand which of their ads most effectively moved people along the path to purchase. We will update advertisers when and if these new fields are rolled out more widely.

Advertisers: What are your thoughts on Facebook’s expansion of the availability of conversion lift measurement?

HowConversionLiftWorks

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