Facebook Conversion Lift: The Basics
Facebook continually updates their Ads Manager tool to help marketers reach their audiences more effectively. Conversion Lift is a feature Facebook launched earlier this year that gives marketers data to determine the effectiveness of their campaigns.
HOW DOES IT WORK?
Essentially, Conversion Lift sets up an experiment to collect conversion data and find out how effective your ads really are. Here’s a quick breakdown:
1) Experimental Design: Facebook automatically makes a control group (those who don’t see your ads) and experimental group (those who do see your ads) of users. They’ll gather information from the activity of these groups.
2) Gathering Data: Marketers will share conversion data with Facebook in order to determine ad effectiveness – usually from a custom audience pixel, conversion pixel, or point-of-sale data (don’t worry, it’s all secure!). Essentially, Facebook gathers data on the behavior of users that do see your ads and those that don’t at the point of conversion – which is a lot more accurate in terms of ad effectiveness than measuring post clicks.
3) Analysis: Facebook then compares the conversion data between the control and experimental groups. With this data, you can decide whether your ads are effective and adjust them accordingly.
HOW DO I KNOW IF CONVERSION LIFT IS RIGHT FOR ME?
If you use Facebook as your main platform for advertising, Conversion Lift is a convenient tool to measure the effectiveness of your ad campaigns. Because it measures conversions instead of clicks and includes data from mobile, it gives marketers accurate data that’s not easily available elsewhere.
If you’re a part of a small business without the time or budget to measure data, Conversion Lift is a great option for measuring, and improving, your ad campaigns. Questions? Email us at firstname.lastname@example.org.