Facebook Marketing: What is a Conversion Lift?
As experts in digital advertising, we know the struggles of ensuring your advertising spend is effective. Especially in a recession, businesses cannot afford to make mistakes when it comes to ad spend.
That's why we're on the pulse with ways we can optimise our advertising, particularly on Meta Ads Manager. Now, you can find ways to identify which channels are driving business growth, and which ones can be left off your digital marketing strategy.
Today we are deep-diving into the subject of a Meta/Facebook conversion lift, and how it can help not only paid ads gurus but all digital marketers.
What is conversion lift?
As stated by Meta here, "Conversion lift accurately captures the impact that Facebook ads have in driving business for marketers."
So, how does it work?
First up, your conversion test will create 2 groups: a test group (exposed to ads) and a control group (not exposed).
Advertisers can securely share conversion data from the campaign with Facebook, which comes from sources like pixel data or point-of-sale data.
Facebook then calculates additional lift generated by comparing conversions in the test and control groups.
You can find all of your study results stored in Meta Ads Manager.
Why would I measure conversion lift?
While a conversion lift is a great solution for those who advertise on Facebook, it's also awesome for digital marketers in general. That's because it addresses many marketing problems, such as:
Going beyond over-relying on clicks, providing a holistic view of ad performance.
Accommodating a heavily mobile-centric landscape where people use multiple devices, yet still shop in-store frequently.
Employing effective testing methods based on lift measurement principles.
Some examples of a conversion lift:
Still not sure if a conversion lift will work for your business? Check out these successful studies.
Open Colleges experienced a 95% increase in website inquiry conversion rate and 12% higher offline enrollments. They said:
“For the first time, we were able to see exactly the effect our investment in Facebook ads had on enrollments — even if someone didn’t click on an ad. We now know exactly which Facebook ads are helping us enrol more students.” — Kevin Lynch, Chief Marketing Officer, Open Colleges
Another successful example came from The Land of Nod, a furniture retailer, that saw a 12% acquisition lift through Facebook campaigns during specific seasons.
Ready to try a conversion lift?
Great! Here's how you can do that.
If you're an advertiser working with Facebook already, you can set up a study with your account representative and see real-time results in Ads Manager.
Facebook has some intentions to expand conversion lift offerings to cover more scenarios and complex studies. It already offers lift measurement solutions, so this expansion aims to provide more clients with accurate ad impact measurements.
If you still have questions, check out this helpful FAQ from Meta.
Need some help testing a conversion lift?
We've got you. Matter Agency has years of experience with Meta Ads Manager – back when it was still Facebook! Get in touch with us today to find out how we can boost your digital advertising.