Facebook Updates Conversion Lift Studies

Chris CrumMarketing & Advertising

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Facebook announced some updates to its Conversion Lift measurement tool, which it first launched back in January. The tool is aimed at helping marketers better understand the "additional business" their Facebook ads drive.

"As our business evolves and we continue offering a wide variety of ad types on Facebook, our measurement tools need to evolve too," a spokesperson for Facebook tells WebProNews. "Marketers need to know how not only how effective their ads are at achieving their business goals but also what types of marketing tactics, creative, and formats work best at driving returns. Knowing, say, whether video ads or link ads or carousel ads drive more ROI will help marketers improve their campaigns. This means better returns for marketers and a better ad experience for people."

In the past, Conversion Lift has separated advertisers' audiences into two groups including a randomized test group that sees ads and a control group that does not. Now, advertisers will be able to compare multiple ads with the same objective against each other.

Facebook says the updates will help advertisers determine: which ads perform best for their objective; 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; and 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," Facebook says in a blog post. "Multi-channel 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."

Advertisers can get in touch with an account representative to set up a conversion lift study.

Image via Facebook

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.