Just in:
Melco Style Presents “SANRIO CHARACTERS STUDIO CITY CARNIVAL” – Explore a SANRIO World of Unlimited Love and Cuteness // German Job Market Resilience Bodes Well for Economic Recovery // Infineon and HD Korea Shipbuilding & Offshore Engineering jointly develop ship electrification technology // Samsung Partners National Heritage Board to Bring a Slice of Singapore’s Cultural Heritage to Samsung The Frame TV // Andertoons by Mark Anderson for Thu, 28 Mar 2024 // Hong Kong Crypto Exchange Application Stalled by US Lawsuit // Hope for Respite as UAE Endorses UN Plea for Gaza Truce // Saudi Arabia Unveils Green Financing Tool to Achieve Net-Zero Goals // Universal Language for Healthcare: General Authority Embraces Global Coding System // 2024 Lok Sabha Elections Will Be The Costliest One Till Now In The Whole World // TUMI Hosts Global Launch Event in Singapore to Unveil Women’s Asra Collection and Announce Global Ambassador, Mun Ka Young // Samsung Electronics Launches 2024 Neo QLED 8K, Neo QLED, and OLED Displays to Spark the AI Screen Era // Emirati Aid Reaches Ukraine as Food Shortages Bite // US reiterates concern over Kejriwal arrest, Cong accounts // New Nylon Constant Torque Hinge From Southco Provides Position Control In A Compact Package // Sunshine’s Debut Features Leave Tech World Scratching Its Head // AIA Hong Kong Wins More Than 20 Accolades at MPF Ratings MPF Awards, BENCHMARK MPF of The Year Awards and Bloomberg Businessweek Top Fund Awards // French Leaders Gather for Interfaith Iftar Dinner // U.S. Compliance Takes Center Stage at OKX Following Industry Jitters // Sharjah Chamber Breaks Ground on Final Expansion with New HQ Pact //
HomeWhat's OnFacebook Enhances Conversion Lift Ad Tool

Facebook Enhances Conversion Lift Ad Tool

A new update for Facebook’s Conversion Lift tool aims to make things a little easier for advertisers on the social network’s site. While the previous version compared audience members who were served ads and those who were not, the latest iteration will allow companies to compare multiple ads to see which are more effective.

The updated version of Conversion Lift is designed to help advertisers discover which ads perform best; whether brand and direct response ads work better than brand ads or direct response ads on their own; how effective mobile ads are; and whether ads focused on consumers’ lifestyles or the products are more powerful, according to Facebook.

No More Depending on Cookies

ADVERTISEMENT

Facebook originally launched Conversion Lift in January as a way to help advertisers quantify exactly how much business was being driven by Facebook ads. At the time, the social network had pitched the tool as a better value metric than measuring click-through rates alone.

“Counting clicks doesn’t account for the value created by simply seeing an ad,” the company said on its corporate blog in January. “By allowing advertisers to measure the impact of exposure to an ad, with consistency, across devices, conversion lift measurement offers a more holistic view of an ad’s performance.”

Rather than relying on cookies to tie exposure to an advertisement with behavior, and then using clicks as a proxy for sales, conversion lift methods compare the behavior of a control group that doesn’t see any ads with a randomized group that does. Information from the advertiser, such as point-of-sale data, is then combined with the audience data to determine how effective an advertising campaign is.

Measuring Offline Behavior

Just as the original goal of Conversion Lift was to better understand the value of ads run on Facebook in general, the latest upgrade promises to improve marketing data even further, by allowing companies to combine different types of advertising to see how different types of messages can work in conjunction with each other.

For example, a company might use a conversion lift study with multiple test and control groups to determine whether direct response ads in combination with brand awareness video ads drive more premium subscriptions than using direct response ads alone. While the direct-response-only campaign may prompt substantial growth, the combination of the two might prove even more effective.

What could be even more enticing for advertisers is the ability to track the effect of advertising even on offline behavior. Conversion lift studies can measure advertising impact across purchase channels, such as stores, Web sites, and apps, to develop a more complete picture of how advertising can affect behavior.

To conduct a conversion lift test, advertisers must have an advertising campaign that hasn’t gone live yet, as well as access to conversion data through either Facebook pixels, App Events or e-mail addresses, or phone numbers for offline conversions.

This entry passed through the Full-Text RSS service – if this is your content and you’re reading it on someone else’s site, please read the FAQ at fivefilters.org/content-only/faq.php#publishers.

ADVERTISEMENT

ADVERTISEMENT
Just in:
German Job Market Resilience Bodes Well for Economic Recovery // Global Audience to Witness Thrill of Dubai World Cup // Following the Money Trail: US and UK Investigate $20 Billion in USDT Transfers Tied to Sanctioned Russian Exchange // Emirati Aid Reaches Ukraine as Food Shortages Bite // AIA Hong Kong Wins More Than 20 Accolades at MPF Ratings MPF Awards, BENCHMARK MPF of The Year Awards and Bloomberg Businessweek Top Fund Awards // Hong Kong Crypto Exchange Application Stalled by US Lawsuit // Samsung Partners National Heritage Board to Bring a Slice of Singapore’s Cultural Heritage to Samsung The Frame TV // Universal Language for Healthcare: General Authority Embraces Global Coding System // New Nylon Constant Torque Hinge From Southco Provides Position Control In A Compact Package // First-Ever Fortune Innovation Forum Draws Top Global Leaders to Hong Kong, Promoting Agendas On Collective Cross-Sector Advancement // Andertoons by Mark Anderson for Fri, 29 Mar 2024 // Saudi Arabia Unveils Green Financing Tool to Achieve Net-Zero Goals // Melco Style Presents “SANRIO CHARACTERS STUDIO CITY CARNIVAL” – Explore a SANRIO World of Unlimited Love and Cuteness // TUMI Hosts Global Launch Event in Singapore to Unveil Women’s Asra Collection and Announce Global Ambassador, Mun Ka Young // Sunshine’s Debut Features Leave Tech World Scratching Its Head // Ingdan Announces 2023 Annual Results // French Leaders Gather for Interfaith Iftar Dinner // Andertoons by Mark Anderson for Thu, 28 Mar 2024 // U.S. Compliance Takes Center Stage at OKX Following Industry Jitters // 2024 Lok Sabha Elections Will Be The Costliest One Till Now In The Whole World //