Measuring the success of your social media ads can be tricky, but Facebook is working on ways to help advertisers better understand the impact of their campaigns.
Facebook recently announced that the company is expanding its conversion lift measurement capabilities as a way to help advertisers determine exactly how ads on the social network impact their bottom line. This expansion will build on Facebook's existing measurement offerings.
Not familiar with conversion lift? It's a measurement that "accurately captures the impact that Facebook ads have in driving business for marketers," the company wrote on its business blog. It works in four steps:
- When an advertiser creates a new Facebook campaign, a randomized control and test group are established. The control group are users who don't see ads from the campaign, and the test group are those that do.
- Conversion data from this campaign is then shared with Facebook.
- From there, Facebook compares conversions in the test and control groups to determine the additional lift generated by the campaign.
- Results are then made available to advertisers in the Ads Manager tool.
But why is conversion lift so important? According to Facebook for Business, it "addresses several of the measurement challenges currently facing marketers." These challenges include having an over-reliance on clicks, ineffective testing methods, and the rapid shift to mobile. [8 Facebook Tools Your Business Should Be Using ]
These challenges can have a huge impact on the way advertisers measure the success of their campaigns. For example, simply counting clicks doesn't take into account the value of a user seeing an ad, but not clicking through. Additionally, current measurement systems aren't as compatible with mobile devices.
"The technology that supports current measurement systems is not sufficient in a world where people use multiple devices throughout the day and the majority of purchases still happen in a physical store," Facebook explained.
Advertisers who want to see the full impact of their campaigns can now work directly with Facebook teams and their account representative to set up conversion lift studies to see the results.
Facebook noted that while it already offers lift measurement solutions through its own tools and third-party partnerships, this expansion is a way to make lift measurement more available to a wider portion of the company's clients around the world.
"In time, we will look to expand our conversion lift offerings to cover more use-cases and more complex studies," Facebook wrote.