Facebook Incremental Conversion Optimization
Updated
Before diving deep into the Incremental Conversion Optimization, let's first understand what is Incremental Conversion with an example:
Let us assume that you have an ad running that has gained 1000 conversions. The total number of conversions include two different groups of people. The first group of people comprises of those who are likely to convert because of your ad and the second group of people comprises of those who are likely to convert regardless of the ad shown to them.
In this case, there is a probability that out of these 1000 people, 200 people are from the second group who are likely to convert regardless of the ad. Hence, the remaining 800 people from the first group are the actual users who have been impacted by your ad.
To reduce the ambiguity as mentioned above and optimize conversions irrespective of ad treatment, Incremental Conversion Optimization can be used. You can also use Incremental Conversion to measure the impact of Conversion Lift Study.
With Incremental Conversion Optimization, you can pair a conversion lift test with the explicit algorithmic command and optimize for incrementality. This means that the algorithm will respond to the conversion lift results in real-time, watching the control group to understand who would have converted anyway. It will be de-prioritizing those audiences in the test group while focusing your budget on the subset of your audience which it predicts will drive the lowest cost per incremental sale.
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To learn more about getting this capability enabled in your environment, please work with your Success Manager. Incremental Conversion Optimization can only be applied to whitelisted accounts. |
Before You Begin
A Campaign level Lift Study is required for every Incremental Conversion Optimization (ICO). You can only create an ICO Ad Set within a campaign when a Lift Study is assigned to that campaign.
Things to Remember
- Incremental Conversion Optimization is only supported for the Facebook Conversions objective.
- The Campaigns must have an End Date selected and Auto Bid configured.
- You can only optimize your ICO campaign for Pixel conversion.
- An ICO campaign must consist entirely of the Ad Sets optimizing for ICO. You cannot mix and match different optimization goals with ICO Ad Sets.
To Setup an ICO Campaign
- Click the New Tab icon
. Under the Sprinklr Marketing (Ads) tab, click Ads Composer within Execute.
- On the Ads Composer window, select your whitelisted Facebook Ad account.
- In the Campaign Details section, choose your campaign Objective as Conversions from Select Objective for your Campaign.
Note
To set up an ICO campaign, you can only optimize for Pixel conversions. Select from the following as your promoted object for the ICO campaign:
- Website or Messenger
- Offer
- Under Campaign Name, enter a name for your campaign or use a naming convention. Click Next and fill in the other required details. For more information, see Compose Facebook and Instagram Ads.
- In the Budget & Schedule section, under Enter the Bidding details for all Ad Sets, select Optimize for Incremental Conversions (Conversion Lift Study) from the Optimize for drop-down menu.
- Click Next and fill in the other required details to complete the campaign creation. For more information, see Compose Facebook and Instagram Ads.
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What's Next? |