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
Messenger And Instagram Roll Out New Features For Self-Expression
Facebook is rolling out new features on Messenger and Instagram to allow more self-expression and help people feel together even …
Facebook And Gucci File A Joint Lawsuit Against Product Counterfeiter
Facebook and luxury fashion brand Gucci have announced a joint lawsuit against an international counterfeiting business.
Facebook Introduces Spotify Miniplayer Within Its App
Facebook is launching a new Spotify miniplayer that lets you listen to full-length songs and podcasts within its app.
Facebook Jumps Into Audio With New Features, Tools, And Monetization Options
Facebook has announced several new audio features, tools, and monetization options to capitalize on the audio chat trend.
Facebook Now Lets You Transfer Posts And Notes To Google Docs, Blogger, And WordPress
Facebook is extending its data portability options, allowing you to now transfer posts and notes to Google Docs, Blogger, and …
The Oculus Quest Platform Now Supports Premium Content Subscriptions
As VR content expands beyond gaming, Facebook is bringing support for subscriptions on the Oculus Quest platform.
Facebook Now Lets Businesses Schedule Stories On Mobile And Desktop
Facebook is making it easier for businesses to manage their presence across apps, letting them schedule Facebook and Instagram Stories.
Facebook Sparked Is A New Type Of Speed Dating App
Facebook Sparked, a video speed dating app, is being tested as part of Facebook NPE team's exploration of the future …
Facebook Brings Zoom Meetings To Portal TV
After adding support on Portal Mini, Portal, and Portal+ Facebook is now adding Zoom and GoToMeeting to Portal TV as …
