x.x.

xx

Measure real business

results
in a cross-channel world
with Facebook Conversion Lift
 ​91%
​of
people who could buy
your product don’t click
on your ads

Your customers
attributed to yourinfluenced
ad efforts by
through
your ad
click-based
efforts measurement

Source: Facebook Internal Data, Lift Studies, Feb 2017. Based on 2,177 Facebook Lift studies with online sales-based objectives.
The consumer path is complex

​Measurement with
cookies alone tells a
partial story
​Facebookresearch solidifies
the power of incrementality
measurement
 23Average disagreement in
% Incrementality
measurement disagrees with
one-day click attribution
winning tactic chosen
between the two systems systems on which
marketing tactics are most
effective.
Source: Facebook Analysis of 580 Conversion Lift A/B tests run Feb 2015 – Sep 2017. Percentages quoted represent aggregate overall average among all tests analyzed (statistically significant
result @ 90% CI); Oct 2017.
 ​48%
​Difference in winning tactic
is more pronounced with
website purchases

Source: Facebook Analysis of 580 Conversion Lift A/B tests run Feb 2015 – Sep 2017. Percentages quoted represent aggregate overall average among all tests analyzed (statistically significant
result @ 90% CI); Oct 2017.
The two systems disagree across various outcomes, including
mobile, with advertisers missing out on potential CPA
improvements
Rate found at which click attribution winner differs Difference in CPA when click attribution and
from incrementality incrementality disagree on winner

Website Website
Purchases 48% Purchases 79%

Mobile App Mobile App

33% 46%
Install Install

Overall 23% Overall 64%

Source: Facebook Analysis of 580 Conversion Lift A/B tests run Feb 2015 – Sep 2017. Percentages quoted represent aggregate overall average among all tests analyzed (statistically significant
result @ 90% CI); Oct 2017.
Four steps to applying experimentation and learning to your
marketing organization

​2

​S TEP 1 ​S TEP 2 ​S TEP 3 ​S TEP 4

​Embrace a test-and- ​Prioritizedata-driven ​Start
running tests to ​Hire talented people
learn culture with decision-making and generate data, learnings who can lead with a
engaged leadership. elevate its importance and achieve better focus on innovation and
throughout your outcomes. data in all aspects of
business. marketing.
H O W D O Y O U M E A S U R E T H E T R U E I M PA C T O F Y O U R A D S ?

Understanding impact requires people

People-based measurement is the crucial foundation
for advertising effectiveness

Cross-Platform Accurate Actionable

Tie cross-device ad exposure Measure real business Make better marketing
to cross-channel conversions outcomes, not proxies decisions based on driving
additional business
Facebook Conversion Lift
Determine the additional business driven online or offline from people reached by Facebook
ads across devices

Group A Print ads · TV ads · Display ads ​Measure lift

in:
​offline or
online
​conversions

Group B Print ads · TV ads · Display ads Facebook ads

20% lift

Data is for illustrative purposes only. Not actual results.

How Conversion Lift works

TEST TEST
AD IMPRESSION

CONTRO CONTRO
L NO AD L
IMPRESSION

1. 2. 3. 4. 5.
Identify the audience Facebook randomizes Ads are delivered to You pass your Facebook compares
you want to target and your audience, then the test group conversion data to the conversions in the
the business objective separates people into Facebook via the test and control groups
you want to measure test and control groups Facebook pixel(s), a to calculate lift, then
secure data upload or posts results in Ads
app events Manager

Note: Lift studies use randomized test and control groups, with some people who will not see ads for your campaign. Testing can sometimes result in a smaller-sized test
12
audience with comparatively higher CPMs.
​Your
results in
Ads Manager

F O R ILL U STR ATIO N

O N LY
From results to action
How many more conversions happened because people saw your ads, and wouldn’t have otherwise?

​Use Conversion Lift results to

calibrate and improve your existing
attribution models to more
accurately measure Facebook.
Test Ad Impression

• Prove ROAS
• Understand which channels drive
impact Control No Ad Impression

Facebook splits your target audience into test and control,

• Make informed budgeting decisions delivering ads only to the test group

• Optimize campaigns on Facebook,

Instagram and Audience Network
Getting started with Conversion Lift

​1 ​2 ​3 ​4

Facebook and client ​Determinethe source ​Run
determine the business of conversion data
objective and key ​Set
up Facebook
campaign KPIs
pixels, app events or
offline data source
the lift test ​Facebook and client
analyze lift results
together
​Agree upon next
steps for attribution

​D ESIRED OUTCOME AND ​C ONFIGURE THE ​R UN THE LIFT TEST ​A NALYZE RESULTS
KPI’S PIXEL, SDK, OFFLINE
​N EXT STEPS
CONVERSIONS

15
Thank you
Appendix
 Legend:
Person

What does percentage lift calculate? Converter

100 people in test group 100 people in control group*

(opportunity to see Facebook + other ads) (opportunity to see other ads only)

Facebook ad
This came from the
did not enter
exposed group (i.e.
viewable area
reached)

Reached:
Saw Facebook
ad Lift % = ?
Facebook ad
Incremental Converters did not enter
viewable
Baseline Converters area

Reached:
Clicked
Facebook ad
This is the number of
converters in the reached
group had there not been a
Facebook ad

Test group 56 Test Converters

56 Control group
results: results: 17 Control Converters
17
52 Reached Converters
52

*Scaled to be the same size as the test group Data is for illustrative purposes only. Not actual results.
 Legend:
Person

The numerator is the number of incremental converters Converter

Which came from the exposed group

100 people in test group 100 people in control group*
(opportunity to see Facebook + other ads) (opportunity to see other ads only)

Facebook ad This came from the

did not enter exposed group (i.e.
viewable area reached)

Reached:
Saw Facebook
ad Lift % = ?
Facebook ad
( 5656 17
17 ) did not enter
viewable
Baseline Converters area

Reached:
Clicked
Facebook ad
This is the number of
converters in the reached
group had there not been a
Facebook ad

Test group 56 Test Converters

56 Control group
results: results: 17 Control Converters
17
52 Reached Converters
52

*Scaled to be the same size as the test group Data is for illustrative purposes only. Not actual results.
 Legend:
Person

How do we calculate the lift % in the real world? Converter

Denominator is defined as ‘number of converters in the reached group had there not been a Facebook
ad’
100 people in test group 100 people in control group*
(opportunity to see Facebook + other ads) (opportunity to see other ads only)

Facebook ad This came from the

did not enter exposed group (i.e.
viewable area reached)

Reached:
Saw Facebook
ad Lift % = ?
Facebook ad
( 5656 17
17 ) did not enter
Baseline Converters: Converters in viewable
area
Baseline Converters
this group had there not been a
Reached: Facebook ad
Clicked
Facebook ad
This is the number of
converters in the reached
group had there not been a
Facebook ad

Test group 56 Test Converters

56 Control group
results: results: 17 Control Converters
17
52 Reached Converters
52

*Scaled to be the same size as the test group Data is for illustrative purposes only. Not actual results.
 Legend:
Person

Lift % is the increase in conversions among the reached Converter

vs. the hypothetical number in that group had there not been an ad
100 people in test group 100 people in control group*
(opportunity to see Facebook + other ads) (opportunity to see other ads only)

FB ad did not This came from the

enter viewable exposed group (i.e.
area reached)

Reached:
Saw Facebook Lift % = 300%
ad
Facebook ad
( 5656 1717 ) did not enter
Baseline Converters: Converters in viewable

this group had there not been a 52

52 ( 5656 1717 ) area

Reached: Facebook ad
Clicked
Facebook ad
This is the number of
converters in the reached
group had there not been
a Facebook ad

Test group 56 Test Converters

56 Control group
results: results: 17 Control Converters
17
52 Reached Converters
52

*Scaled to be the same size as the test group Data is for illustrative purposes only. Not actual results.