Facebook launched conversion lift measurement over a year ago, to help advertisers better track conversions instead of clicks alone. Now, it is expanding the feature to many more advertisers, helping them more accurately measure ad performance on the platform.
You might have never even heard of conversion lift, so let me give you a run down. Essentially, it is a way of measuring the effectiveness or impact of Facebook ads in driving conversions. When creating a Facebook campaign two groups of users are created. Those who have seen an ad and those who have not. Those two control groups are analysed in terms of conversions – data is gleaned from the advertiser’s custom audiences pixel, a conversion pixel, or data from POS. Then, Facebook shares the results of the test in the advertiser’s ad manager, after analysing conversions from both groups.
If you like our stories, there is an easy way to stay updated:
Follow @wersm
So far, Facebook has run conversion lift measurements on over 1,000 businesses in over 10 industries. Today, the program is expanding to many more. And that is great news! As the company explains
[quote]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.[/quote]
By allowing ad performance lift measurement by partners, many more advertisers will have the benefits of this data. Advertisers will soon be able to see which ads people saw or clicked on before converting. So, it’s not only about what ads lead to conversions straight away, but also about the ads that pushed users towards conversion. This will be available very soon, and advertisers will be informed when they can use it.
You might also like
More from Facebook
Meta Is Killing Its Messenger For Apple Watch App
Meta announced it will remove the Messenger for Apple Watch app on May 31 “After May 31st, Messenger won’t be available …
Meta Verified Service Goes Live In The US
Want to get the coveted blue verification checkmark on Facebook and Instagram? If you're in the US, now you can. …
Facebook And Instagram Start Selling Blue Checks With Meta Verified
Meta Verified will give you a blue check badge on both Facebook and Instagram, along with other benefits for $12 …
Meta Brings Back #BuyBlack Friday For A Third Year
Meta is bringing back #BuyBlack Friday for a third consecutive year in North America. Meta emphasized the importance of the Holiday …
Facebook Is Giving You More Controls Over What You See On Your Feed
Facebook is introducing new "show more" and "show less" controls to let you adjust what you want to see on …
Meta Introduces Facebook Reels API, Offering An Option To ‘Share To Reels’
Meta has introduced the Facebook Reels API, a solution allowing developers to build a 'share to reels' option into their …
Facebook Gets Into Delivery With DoorDash Partnership
DoorDash is partnering with Meta to pilot Facebook Marketplace deliveries across multiple cities in the U.S. Drivers will only transport items …
Meta Rolls Out Horizon Worlds In France And Spain
Meta Horizon Worlds, the VR community and game, is now available in France and Spain.
Meta Refreshes Facebook Groups With New Features
Facebook Groups now have an updated invitation system to reduce admin workloads and limit sharing of misinformation.
