In January 2015, Facebook launched Lift Measurement, which uses test and control groups to show advertisers additional business generated from their ads. This has only been available to a small number of advertisers, however.
The company says it has helped over 1,000 businesses in more than 10 industries run Lift Measurement studies to measure the effectiveness across their objectives. Now, more businesses will have a crack at this.
Facebook announced on Wednesday it is starting tests to make Lift Measurement more widely available.
"Through our tests, select advertisers will be able to run lift measurement studies through APIs, Facebook Marketing Partners and measurement partners," the company says in a post on its business blog. "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," it adds. "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."
You can learn more about Conversion Lift and Lift Measurement in Facebook's original announcement here.
Image via Facebook