DISRUPTORS

Marketing Solutions Guide

Table of Contents
INTRODUCTION CHAPTER 3

Build to Break Sell it: Optimizing creative for

cross-platform consumption
CHAPTER 1
• A massive shift
Deliver a seamless • Foundations for effective creative
mobile experience
• Frame your visual story
• Mobile landing page best practices
• Different media consumption habits
• Make it mobile friendly
• Approaches to creative: Learn fast
• Mobile UX best practices
and often
• Embracing Integration: Full Funnel and
CHAPTER 2
Cross-channel
Prove it: Gain adoption
and legitimacy CHAPTER 4
• The Data Spine: Approaching your Scale it: Measuring
audience 1:1
ongoing performance
• 1st and 3rd party data • Focus on people based
• Conversion optimization measurement across devices
• Top ad formats • Shifting from observational reporting
to true business impact with Lift
• Testing tools
• Lift Partnerships
• Understanding last touch

CONCLUSION

Test, learn, optimize,

disrupt, grow
INTRODUCTION

Optimizing creative
for tomorrow and beyond
Average companies focus on profit, good companies focus
on value, but great companies focus on building the future.
Disruptor companies anticipate their consumer's needs
and give them what they want, before they even know
what they need.

Break boundaries. Break new markets. Break new ground.

Facebook provides disruptive companies the foundation

to stay hungry and keep moving. Supporting them at every
stage of the start-up roadmap, we provide disruptors the
ability to prove and pressure test ideas, then turn those
ideas into a business and scale rapidly. Not simply to serve
existing markets, but to create new ones.

By maximizing Facebook's unique targeting, ad and

measurement capabilities, today's disruptors can reach
the right audiences with the right message and drive true
business growth.
CHAPTER 1

Deliver a seamless
mobile experience
 Mobile
2016 saw over half of all ecommerce
transactions happen on mobile, and this

domination
percentage is only growing1.

Doing so requires a seamless mobile

experience from the first touchpoint
through checkout.

Mobile landing page best practices

From the way we get to work, to the way • Incorporate deep linking, using hyperlinks to
we find a date, even to the way we eat drive to a specific, generally searchable or
indexed, piece of web content on a website
—mobile has radically changed nearly every
facet of our lives in an incredibly short • Maintain a prominent and persistent
amount of time. call-to-action button
• Couple large, compelling images with short,
Across the board, almost every emerging
easy-to-read messages
disruptive company has taken advantage of
this shift and capitalized on the importance • Lead with a strong, persuasive headline and
support with value props
of the utility that sits only 6 inches away from
people at all times. • Optimize for the thumb with shorter
forms, bigger buttons, larger copy, and ample
Mobile is now the primary tool for white space
researching and purchasing goods and
services.

Sources:
1. GVS, Company Reports, Channel Advisor, Internet Retailer: Marketplace Report,
August 2017.
Sales without the store

Gilt, the online shopping destination, offers its

members access to inspiring merchandise and
experiences at insider prices. Looking to deferred
deep linking to increase mobile app registrations
and purchases from its mobile app install ads, the
retailer received:
• 2x more mobile revenue
• 21% decrease in cost
per registration

Full case study

HERE
 The need for speed:
Make mobile
website and app
experiences faster 61% of users are
unlikely to return to a
Load fast. Having a slow-loading mobile website mobile site they had
trouble accessing2
creates a negative experience and can drive
interested customers to drop-off. 40% of users will
end up visiting a
More interactions, more conversions. The more competitor’s site if
a shopper can interact with a website, the greater your page does not
load quickly2
potential for a conversion to happen.

Businesses can optimize their sites for

mobile by:
Optimal load times
• Testing the mobile page speed on multiple for peak conversions
internet connections (2G, 3G, 4G, LTE, WiFi). ranged from 1.8 to
The majority of on-the-go mobile users 2.7 seconds across
will have an internet connection that is device types4
lower than 4G
• Minimizing landing page redirects and plugins A 100-millisecond
delay in load time
• Formating properly and compressing images
40% of website hurt conversion
• Leveraging browser caching visitors abandon a rates by up to 7%4
site at 3 seconds
• Compacting Javascript, HTML, and of delay3
CSS coding

Sources:
2. Aufreiter, N. Julien Boudet and Vivian Weng (2014, January). Why Marketers Should
Keep Sending Emails. Retrieved September 25, 2017 from mckinsey.com.
3. Rapoza, Jim(2016, August 18). The Very Real Costs of Bad Website Performance.
Retrieved September 25, 2017 from aberdeen.com.
4. “The State of Online Retail Performance Spring – 2017” by Akamai, April 2017.
Make it
mobile friendly
Mobile phones are personal. Therefore, people
behave differently on mobile than they do on
other devices.

People browse fewer products before they purchase

on their smartphone than on their computer.

The user experience must deliver a frictionless

path to purchase, take people on a journey, or
else customers will move on.

It is not enough to simply render your existing

desktop site on a mobile device.

Think like a Disruptor: Drive action on mobile by

designing specifically around mobile behavior.

52% of users say

that a bad mobile
UX makes them less
likely to engage with
a company5

Source:
5. Spillers, Frank (2015, March 18). 30 UX Statistics You Should Not Ignore! Retrieved
September 25, 2017 from experiencedynamics.com.
Mobile UX
best practices
Create easy-to-navigate mobile websites with
compelling images and video.

Allow prospective customers to rejoin their

shopping journey where they left off through
recent product viewed reminders, saved website
search results, and favorites lists.

Integrate Facebook Connect sign-in option on

registration page to provide a streamlined login
and verified email addresses.

Provide digital payment methods that expedite

checkout (Paypal, Venmo, Apple Pay, Android Pay).
Get your
dollars worth

Online dollar store, hollar.com, wanted to

improve their user experience while optimizing
everything to the average customer.

Hollar took full advantage of Facebook’s best

practices and leveraged everything from best
practices to reducing friction. This greatly
improved the path to purchase. After the
changes were made, the company experienced:

• 4% lift in conversion rate

• 5% increase in AOV
• 3-8% lift in CTR%
• 9% increase in LCR%
• 91-157% lift in CTR%
• 25-37% improvement in CPA
 S TA G E 1

PROVE IT

CHAPTER 2

Gain adoption
and legitimacy
The question any start-up has to ask themselves is “will this work?”. Proving an initial idea and gaining
adoption and legitimacy is the crucial first step for every business.

Here you can identify the core value of what you're offering. This allows you to see where you're
winning, but more importantly identifes where you're not. From there, iterate and improve. Fast.

By maximizing the amazing power of our tools and insights, Disruptors can reach their ideal audience
and take action. They treat Facebook less like a mass media buy and more like a 1:1 marketing tool,
structuring their campaigns around business objective outcomes that make a difference.
T H E D ATA S P I N E

Approaching
your audience 1:1
Facebook Pixel establishes the core piece of
The Data Spine. This enables measurement,
targeting and campaign optimization. From this,
you can track conversions from your Facebook
campaigns, optimize for more conversions and
re-engage people browsing your website with
Custom Audiences.
Facebook Pixel best practices
Benefits of The Data Spine • Place the Pixel across your site, utilize “events”
• Measure cross-device conversions: See how to later build audiences and track/optimize
your customers are moving between devices your website conversions back to your
before they convert advertising efforts

• Optimize delivery to people likely to take • Pass back conversion value to enable
action: Ensure your ads are shown to people optimization to higher value conversations
most likely to take the action you want them to achieve best ROAS
to take
• Create Custom Audiences from website
visitors: Remarket to users who have engaged
Learn more
with your business in the past about pixel
HERE
• Learn about your website traffic:
Get actionable results
Making underwear fun

MeUndies is a line of fashionable yet comfortable

underwear for men and women. MeUndies placed
a Facebook pixel on its website to track add-to-cart
actions so it could then retarget adds to the people
who started, but didn't complete purchases.

In doing so, they saw the following results:

80 %
lower CPA than
expected goal

6xROAS
Full case study
HERE
1 and 3 party data
st rd

Using data for more than just Facebook targeting

1st party data—Custom Audiences

These are existing customers and contacts on
Facebook. Connecting with people who you
are already connected to can help you foster
relationships and drive sales.
Build this from your customer list (loyalty lists,
high-value customer lists, best customers),
website traffic (via the Facebook Pixel) and
sales data-both online and offline.
Disruptors have a deep understanding
of who their target audience is, what
they like, etc. They use Facebook’s
advanced targeting and their own data
to identify their target audience and
make more informed business decisions.

3rd party data—Data from partners

like Acxiom, Datalogix, Epsilon

What 1st and 3rd party data measures

in an audience
• Demographics
• Location
Learn more
about targeting
• Interests HERE
• Behaviors
Conversion
optimization
Disruptors know the importance of optimizing
their ads for an edge on the competition.
Driving business outcomes mean more efficient
performance than optimizing to other traditional Conversion
goals (clicks, engagement, etc). optimization leverages
machine learning to
Conversion optimization is one of the most powerful
optimize performance
tools for advertisers who want to drive actions on
their mobile apps or mobile/desktop websites.

It allows advertisers to optimize their ad

delivery specifically for the outcomes they care
about and show their ads to the people most
likely to convert.
Use the most
powerful ad products
that are relevant
Leverage the full to your business
outcomes
Facebook ecosystem

Talk to your Facebook

Reach your target audiences and optimize Partners about the
performance in real time across Facebook, ways you can optimize
Instagram and the Audience Network. for conversions

Doing so is likely to improve performance and

provide incremental and efficient reach—as you
have the best opportunity to reach people where
they spend their time.
Top ad formats
Dynamic ads allow advertisers to automatically Collection ads allow people to discover, browse
insert the product most relevant to that customer and purchase products and offerings in a visual
at that time. Dynamic ads simplify the process and immersive way.
of retargeting customers by allowing advertisers
Lead ads help advertisers easily capture intent
to set up an ad template which dynamically pulls
from people interested in their business by using
product information from a product catalog.
a native and streamlined experience by removing
the friction associated with form completion.
Dynamic ads are
• Scaled: Promote all of your products with
unique creative without having to configure
each individual ad
• Always-on: Set up your campaigns once and
continually reach people with the right product
at the right time based on actions taken on
your website or mobile app
• Cross-device: Reach people with ads on any
device they use, regardless of their original
touchpoint for your business
• Highly relevant: Show people ads for products
that they have shown interest in from your
product catalog that are in stock and haven’t
Learn more
been purchased
about Lead ads
HERE

Learn more about

Dynamic ads Learn more about
HERE Collection ads
HERE
MeUndies cyber success

Over Black Friday and Cyber Monday, MeUndies

wanted to reach new customers for its entire
line of underwear, boxers and briefs, loungewear
and shirts. It aimed to retarget ads to people who
had browsed its website and convince them to
become customers. Turning to Dynamic ads on
Instagram, the company attained:

25 %
decrease in cost
5x
ROAS
per purchase on
Instagram

30%
decrease in cost
per add-to-cart
option

Full case study

HERE
Testing tools
Audience Insights
Disruptors leverage our audience insights tool
to gain knowledge into their customer and users
who have engaged with their brand. This enables
them to create content that resonates with users. As new capabilities come
out, Disruptors should
take full advantage of new
products by testing
and learning

When others
are scaling
Learn more about
Disruptors are Audience Insights
HERE
moving
Demo targeting with SoFi

SoFi, the modern finance company, used

Instagram and Facebook to successfully boost
brand awareness, educate prospective customers
and increase pre-approved loan applications.

Without a physical branch location, the lending

institution relied heavily on digital advertising—
especially mobile—for its campaign success.
Throughout 2016, the company ran 3 separate
campaigns leveraging demo, custom, lookalike
audiences to the following results:

39%
increase in pre-approved 14pt
applications for student increase in
and personal loans ad recall

5pt 15pt
lift in brand
increase in intent awareness
Full case study to get a loan
HERE from SoFi
Hooking audiences
across the globe

SA Company is a lifestyle gear and apparel brand.

The company specializes in quality outdoor
equipment at reasonable prices. Wanting to
build awareness and also connect with its target
audience on a personal level, they used Custom
and Lookalike Audiences to send daily brand
messages. They achieved:

3xROAS
scaled from
one employee
to 50

2x 37 %
increase
Learn more
about Lookalike
in sales Audiences
increase in
traffic HERE

Full case study

HERE
Auction and bidding
Update your bidding metrics to better align
with your business outcomes. Set your bid in
the action for the true value of the conversion.
Test different auction and delivery variables for
differing marketing tactics like:
• Retargeting
• Prospecting
• App re-engagement
 S TA G E 2

SELL IT

CHAPTER 3

Turn a disruptive idea into

a disruptive business
After identifying a core product offering the next step is to turn it into a business. Most start-ups won’t
make it past this phase. Driving monetization means being practical about your audience and reaching
them in the most effective ways.

Capturing someone’s attention in feed is an ongoing battle. Content needs to be relevant, impactful
and visually engaging. Disruptors understand this behavior and have tailored their content strategy to
establish new norms for agility and mobile marketing.
A massive shift
The rise of mobile has caused a monumental shift
in the way we communicate with one another.
Before, communication was essentially spoken,
written, typed, and printed. We've now rapidly
shifted from desktop keyboards to mobile screens.
Content can now be pushed out, shared, and
consumed from this device. From this, we've seen
a democratization of storytelling, ideas, and new
ways of thinking.
We're moving from a culture of written words to
one of expressed ideas.
In fact, 50% of all mobile data traffic today is used
to watch video. Research predicts that by 2020,
that number will increase to 75%⁷. We’re already
seeing this trend happening on Facebook: 100
million hours of video are watched on Facebook
every day⁸.
This shift in consumption behavior gives
advertisers new opportunities to connect with
their audience and inspire action. But capturing
attention via video requires creative that is
thoughtful and engaging.

The 10 year evolution

Sources:
7. Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2016–2021
White Paper, march 2017. 8. Facebook internal data.
Foundations for
effective creative
Capture attention quickly

47
Mobile consumption is fast and time spent
interacting with content is typically short. %
It is critical to capture attention right away
of the value in a video
and consolidate your message to 15 seconds
campaign is delivered
or less. in the first 3 seconds
• Bring the action and focus forward
• Put your “hero” front and center
• Incorporate brand identity early
• Use engaging post copy

Design for sound off

(but delight with sound on)

Your video should capture attention and deliver

the message within the first few seconds without
sound. If your customer chooses to opt in to
sound—it should add value.
• Tell your story visually
• Use text and graphics
• Try captions
• Include a sound file
Frame your
visual story
Producing videos for a mobile screen requires
consideration of dimension and scale.
• Highlight key elements
• Create visual surprises—explore different
frames and aspect ratios
• Capture attention with zoom, crops and
overall visual composition

Develop stronger ideas with Creative Hub best practices

Creative Hub • Experiment to learn
Mobile is rapidly evolving. People consume • Be as short as can be and as long as it
content here in fundamentally different ways, needs to be
which is why we've launched the Creative Hub • Push the boundaries with
—a new destination where marketers and mobile formats
advertisers can be inspired by great creative, Explore the
• Leverage Creative Hub Creative Hub
design their own and share it with others. to preview our HERE
It's a faster, easier way to produce ideas that mobile formats

capture attention and delight people where they

are spending their time most—on mobile.
Different media
consumption habits
On the go. Simple content that people can watch Best practices
while on the move. Things like GIFs, cinemagraphs • Should be short and memorable
and vertical video.
• It is not about the number of seconds

Top ad formats • Simple. Say one thing beautifully

Instagram Stories
Advertisers can leverage Instagram Stories to Learn more
connect with users who are on the go with simple, about Instagram
Stories
short-form content that creates inspiration and HERE
drives action.

Carousel ads
Carousel Ads allow advertisers to showcase Learn more about
multiple products within a single ad unit or tell a Carousel ads
story that develops across each carousel card. HERE
All the right movements

MVMT (pronounced “movement”) is the

second-highest crowd-funded fashion brand
in 2013. MVMT wanted to increase brand
awareness and online sales during the winter
2015 holiday season. Using carousel ads, really
simple GIFs, boomerangs and short form video,
the company captured new fans and drove real
action, achieving:

75 %
stronger brand awareness
2x
higher engagement
and ad recall compared to
vs. other channels
other channels

Full case study

20 %
lower cost per
HERE conversion
Lean forward

65 %
Peaking more interest. This allows people to
dive deeper and be immersed with your brand,
products and services.
of people who watch the
first 3 seconds of a video will
BEST PRACTICES watch for at least 10 seconds

• Be interactive and delightful. Give users a reason

to want to learn more

• Leverage Canvas and Collection ads to create

immersive and interactive engagements with users

Learn more about

Collection ads
45 %
will continue watching
HERE for 30 seconds⁹
Lean back
This is content that is usually over 60 seconds.
Learn more about
People want to give their full attention and spend Canvas ads
the time watching this video. HERE

BEST PRACTICES

• Tell a story or convey a complex message

• Design for the sound on

• Capture attention in the first few seconds

—start with a strong hook

Source : 9. "BEV Summit Study," Facebook Creative Shop and Nielsen Media Research. 4 May 2017.
Razor sharp savings

Dollar Shave Club delivers high-quality razors

and grooming products to its members’ doors
for just a few dollars a month. To encourage
member signups, the online retailer used Canvas
and Collection ads to create a highly engaging,
full-screen experience.

1.5x
increase in
30 %
subscriptions decrease in cost
per subscription

1.6
million people
Full case study
HERE
reached
Undies for everyone

MeUndies first developed a mobile-optimized

video showcasing the different fits and styles
of its underwear. Featuring people working out,
camping, etc., it encouraged people to “Strip
Down, Get Moving, Let Loose.”

Below the video included 4 MeUndies product

images. Each image linked to the specific
product on the MeUndies mobile website, where
people could shop directly from the ad on their
mobile phones.

Immersing guests in the Collection ads

paid off, achieving:

47% 44%
boost in new Learn more about
customers from the
increase in new Collection ads
subscriptions from the mobile campaign
mobile campaign HERE

40%
increase in
Full case study
conversion rate HERE
Approaches to creative:
Learn fast and often
Creative agility. It’s no longer about the
traditional creative process, instead Disruptors
are learning fast, often and are able to move
quickly on creative production.

Testing creative can have as significant of an If you don't move fast

impact on performance as targeting, placement don't move at all
or optimization.

A SocialCode and Facebook study showed the

average variance in ROAS between top and
bottom performing creative in a given campaign
is 10.96x.

With every mobile campaign, build several versions

of video creative. Test all of them quickly, measure Average advertisers who
results, and pivot budget towards best performing have seen success with mobile
creative for the duration of the campaign. video create 11 times more
creative assets (45 v/s 4) and
contribute to up to 3x more
revenue growth10

Techstyle made the leap to mobile

For video see
video. To this day, they continue to HERE
create mobile content specifically
for Facebook. More importantly, they
leverage people-based data and campaign metrics
to understand what’s working, what isn’t and to
quickly pivot their investment.

Source: 10. FB internal data

Drive performance
with lightweight video
Leverage more video and develop custom
video creatives for News Feed and mobile feed.
To maximize their effect, consider the following:
• Highlight the product in a visual manner
• Keep it simple—don't distract people from
what you are selling
• Demonstrate what makes your product
unique such as quality, key features,
functionality, etc.
• Leverage your brand look and feel to
differentiate yourself
• Provide clear call to action
Video is #1

Stitch Fix wanted to jumpstart their sales by

remaking their creative and investing in mobile video.

Their creative team partnered with Facebook to

create and test lightweight product videos.

After tremendous growth, Stitch Fix now

dedicates much more resources to mobile-first
creative and increase ad spend on Facebook video
ads overall. The company makes over half of their
spend in video.

Stitch Fix collaborates well, and their creative

development is quicker, allowing better testing
and learning while their Facebook partnership
continues to grow.
Light weight video
brings big results

KAYAK, the travel search engine, wanted to

stand out from the generic landscape images
common in travel ads and get more people to
search on KAYAK.com. The team also wanted to
identify the different video elements that would
be most effective in a mobile environment. Kayak Test new formats
partnered with Facebook’s Creative Shop team and surfaces
to produce a series of simple, lightweight videos. Disruptors move fast to test
Through this partnership, Kayak was able to our surfaces and create solutions
achieve the following results: for mobile storytelling
and performance

50 %
decrease in ad
production time 2.1
million people
reached

39 %
lower cost per
Full case study
HERE

incremental searcher
with video than with
still images
More stories,
more minting

Mint.com, the online money manager, was looking

for more installations for their app, Minting Fresh.
Using lightweight video on Instagram Stories as
their medium to get their message across, the
company achieved:

497 %
increase in
app installs
60 %
decrease in CPI

45lower cost
%
per post-install
engagement
Embracing
integration:
Full funnel and
cross-channel
Disruptors have a tremendous
opportunity to take advantage of
our full funnel solutions
Our cross-channel solutions can help keep your
message in front of users as well as complement
other marketing strategies outside of Facebook.

Want more reach? Want more sales?

Our networks inside and outside Facebook do just

that, pushing your business further.
Experimenting with
Audience Network
Facebook Audience Network helps advertisers
expand the power of Facebook advertising to
reach more people, in more places and drive
more results. By taking advantage of all the things
that make Facebook ads great, like people-based
targeting and measurement, campaigns can be
shown on other publishers’ own apps and sites.

25 more
%
Publishing company, Lost My Name, looked to the conversions
Audience Network for help increasing online sales.

19%
Testing 3 different campaigns, one running solely
on News Feed and 2 running on both News Feed
and Audience Network, the company discovered:

36
cheaper cost
% per action

greater reach

Learn more
about the Facebook Full case study
Audience Network
HERE
HERE
More photos saved

San Francisco startup, Ever, wanted to reach

more people and encourage them to download
and use its photo app. As a startup with no
Always improving
dedicated creative resources, it needed to keep
Disruptors are constantly
its cost per impression and cost per subscription
evolving their strategies and
low. After creating a campaign leveraging carousel
tactics from their campaigns
ads and running them across the entire Facebook
by actively measuring sales
ecosystem (FB, IG, Audience Network), the
and brand lift
company reached:

15 %
increase in
50 %
lower cost per
click-to-install rate incremental searcher
with video than with
still images

Full case study

50
HERE

%
Learn more about
increase in installs Carousel ads
from Facebook, HERE
Instagram, Audience
Network combined
Facebook + TV = success
You can no longer reach people solely through
the TV. Meet changing viewing habits at the
smartphone. As people watch TV, they may
sometimes have the remote in one hand, but their
smartphone is always in the other.

Shark, the innovative vacuum maker, used

Nielsen’s Total Brand Effect with lift study to
measure the brand impact of its first combined
Facebook and TV campaign. The combo achieved:

22pt 6pt
lift in
lift in ad recall awareness

8pt
lift in purchase
Full case study
HERE

intent
 S TA G E 3

SCALE IT

CHAPTER 4

Turn your disruptive

business into a
bigger business
To fully scale their businesses and create sustainable return on
advertising investment, Disruptors need to shift their digital adverting
success from cookies, clicks and CPA to lift and multi-touch
attribution. Facebook’s people-based measurement solutions can
help advertisers understand the true impact of their marketing spend
and how to optimize campaigns for more growth.
Focus on people-based
measurement across devices
Devices and channels are proliferating at an
unprecedented rate. This means opportunity for
Disruptors to actively engage their audiences
where they consume media the most and outflank
competitors who are slow to adapt.

• 50% of digital video is now mobile 11

• 1 in 5 minutes on mobile devices are spent

on Facebook or Instagram 11

• 50% of people use three or more devices 12

• 41% of people sometimes start an activity

on one device and finish on another 12

• 90% of people access mobile while

shopping in-store 13

The fragmentation of advertising across desktop,

mobile and app-based channels has made it
difficult to maintain a single view of a consumer
across all digital touch-points using traditional
measurement standards.

Sources:
11. Trotman, Andrew. “One in every five minutes on a mobile phone is spent on Facebook.”
The Telegraph [London] 29 July 2015. www.telegraph.co.uk. Retrieved 25 September 2017.
12. "Multi-Device Usage Study," By GFK Nov - Dec 2013 (study commissioned by
Facebook). Survey of 2,018 UK online adults and 2,004 US online adults."
13. SessionM, "Smartphones & Consumer Decision-Making: A Retail Study," Aug 2015;
Accenture, "Digital Video and the Connected Consumer," 2015
 To understand who you’re reaching
—how often, where and what drives the
most value for your business—the world
of mobile requires true identification of a

How it was person, not cookies.

• One user/one desktop = one cookie

• Ad exposures, online discovery and
purchases connected and attributed
to one single cookie

How it is
• Media is consumed across multiple
devices, channels and people
• Cookies can’t measure accurate
consumer purchase paths

People-Based
Measurement
People-Based Measurement is a solution for
unifying insights from real people with real
behaviors across devices. Why?
• Customize your messaging
• Refine your targeting
Shifting from
observational
reporting to true
business impact
with lift
The ability to accurately measure the incremental
impact of advertising on Facebook, Instagram and
Audience Network is key for Disruptors who want
to continually grow their business. To address
this need and build on our gold-standard lift
methodology, Facebook had developed: Why measure lift?
• Conversion lift solutions. To determine Lift uses Facebook measurement solutions, giving
the incremental conversions Facebook has you the ability to understand your performance
driven for your business with consumers across environments.
• Brand lift solutions. To help you measure brand
performance metrics such as brand awareness Measure people, not cookies
and ad recall
37% of conversions are missed by cookie-based
measurement. Because our lift solutions measure
people, not cookies alone, our solutions help
you understand performance across devices and
conversion events, regardless of whether they
happen online, offline or in-app.
Gain holistic performance insights
Last-click attribution, the most common
industry practice today, can often miss
important touchpoints along a consumer’s
journey to conversion.
Our internal data shows that 91% of people who
could buy your product don’t click on your ads.
By measuring ad exposures and conversions
across devices, Facebook is able to give you a
more holistic view of performance and help you
understand the full path to conversion, without
forcing you to exclusively rely on clicks.
Prove incremental value
Facebook’s lift solutions are based on our
gold-standard methodology that helps you prove
the causal impact of your digital advertising across
Facebook, Instagram and Audience Network.
Learn if your attribution model
is accurate
Conversion lift enables you to calibrate and
improve your existing attribution models.

Methodology

1 2 3 4 5
Identify the target Facebook Ads are delivered Pass conversion We compare the
audience and the randomizes your to the test group data to us via the conversions in your
measurable business audience, then Facebook pixel, test and control
objective separates people a secure data groups to calculate
into test and upload or your lift, then post your
control groups app events results in Facebook
ads Manager
Lift partnerships
Facebook understands the importance of meeting
advertisers where they are, which is why we’ve
established lift partnerships with several leading
research companies, including Nielsen and
Millward Brown.
Every 1st party solution and partner solution we
offer utilizes the same gold-standard, experimental
design methodology of exposed and control
group testing.

While there are product differences in terms of

question style, number of questions offered and
required campaign minimums, every brand lift
solution available through Facebook utilizes this
same methodology.

Attributing business results

beyond the last click
Cross-device has its limitations, Disruptors need a
holistic approach to reach consumers where they
are and measure where they shop and engage.

Rooted in insights from real people, Facebook

offers a number of sophisticated attribution
solutions to help Disruptors understand how their
campaigns drive online, offline and cross-device
conversions across their entire digital media spend.

The data tracks and measures conversion path

metrics, and models to accurately value touch
points via different methodologies. There are two
different types of attribution models, rule-based
models vs. statistical models.
Rule-based models
Where a “rule” governs how conversions should
be allocated to ad touch points. Based on a
selected model of choice, typically: Last-click,
even credit, time decay and positional analysis.
Last-click model
SITE A SITE B
Statistical models
Based on algorithms that determine how ad
touch points should be credited for driving
conversions. The resulting outcomes are
dynamic and based on historical advertising
and conversion data.
Last-click models can miscalculate ROI by
attributing credit to only the last click before a
conversion. The model works as if the consumer
doesn’t see or click any other ads along the way.
SITE C SITE D SITE E
This is the way that it really looks for an advertiser
as people spend more time online. People interact
with many channels. They see video online, interact
with rich media, view and click on display and
search ads, etc.

Multi-touch model

SITE A SITE B SITE C SITE D SITE E

Understanding
last touch

There are two models that when studied together

can illustrate how arbitrary last touch actually is.

1. Multi-touch attribution (MTA) models. Take

into account all of the touch points in the path
to conversion.

2. Rules-based models. Simple to implement and

provide a useful check on your understanding
of value (like Even Credit and Time Decay).

By comparison, statistical MTA models analyze the

correlation between ad exposure and conversion,
teasing out the effect of advertising to the
various touch points. These models leverage your
historical ad serving data to build a more realistic
picture of the complex journey to purchase.

While implementing MTA takes some effort,

there are real costs to inaction for Disruptors.
Continuing to optimize for the last click can
misguide campaign strategy and media spend.
Multi-touch attribution partners
Facebook’s MTA Partner Program enables multi-
touch attribution (MTA) partners to provide
people-based MTA reporting across all publishers.
Facebook provides these partners impression-level-
data, so that they can include Facebook data in their
MTA models.

Reach out to your

Client Partner or Client Solutions
Manager today to get started with 1st
or 3rd party people-based multi-touch
attribution solutions
 No risk,
no insight
No insight,
no success

CONCLUSION

Learn, test, optimize,

disrupt, grow
There is no one size fits all solution for advertisers. Leaders must adapt to find
the strategy which works best via testing and learning. With an appetite to try
new things and seeking to connect with their audience, Disruptors move fast by
failing fast.

And Facebook is here ensuring that they take full advantage of all the tools and
insights offered. Disruptors may represent .002% of all advertisers on Facebook,
but that is just enough to start 100% of the radical change we see in shaping
the industries of tomorrow.

Welcome to the club. It’s open to all, but few will do what it takes to Prove it.
Sell it. Scale it. Then Break it. Anything is possible. With the proper tools, insights
and efficiencies to reach 2 billion people and growing, we want to see you take
your disruptive idea and turn it into truly a disruptive company.