Reporting on Facebook Conversion Lift Study
Updated
Conversion Lift study helps to track your conversions, including standard and custom events. You can use the conversion lift to understand the true value of your Facebook ads. This also allows you to understand how your ad is performing independently of your other marketing efforts.
It works by dividing people into randomized test and control groups in an intent-to-treat test methodology and comparing the performance of these groups over time. For more information, see About Facebook Conversion Lift Tests.
Use Cases
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Why Measure Lift?
Measuring lift allows you to gain insight into the causal impact of your ads on true business value. Conversion lift uses a gold-standard methodology to capture the causal impact that Facebook, Instagram, and Audience Network ads have on business performance.
Conversion lift compares the actions of real people in randomized test and control groups to measure the additional online, offline, or mobile app business driven by Facebook, Instagram, and Audience Network ads. For more information, see Conversion Lift.
Reporting on Facebook Conversion Lift Study
Sprinklr provides various metrics and dimensions apart from traditional ones for Facebook Conversion Lift Study reporting. You can no longer break down your conversion lift data by Age and Gender. However, in Sprinklr, Day wise breakdown of your conversion lift study data is supported. This will enhance your reporting experience by improving your social ads' incrementality and reducing the cost per incremental subscriber as measured by the Facebook conversion lift studies.
We have included a list of metrics below that can be used in reporting on your lift study data.
Enablement Note: To learn more about getting this capability enabled in your environment, please work with your Success Manager.
Supported Metrics for Conversion Lift Study Reporting
Metric | Description |
Cost Per Incremental Buyer | This metric is calculated as spend divided by the number of incremental buyers. |
Cost Per Incremental Conversion | This metric is calculated as spend divided by the number of incremental conversions. |
Cost per Incrementally advanced conversion | This metric is calculated as spend divided by the number of incremental conversions after applying advanced adjustments. |
Cost per incremental Sales | This metric is calculated as spend divided by the number of incremental sales. |
Cost per incremental Advanced Sales | This metric is calculated as spend divided by the number of incremental sales after applying advanced adjustments. |
Population Test | The number of people in the test group for the experiment. |
Population Control | The number of people in the control group of the experiment. |
Population Reached | The number of people in the test group reached by one or more ads associated with the study. |
Impressions | The number of billable ad impressions for ads associated with the lift study. |
Spend | Total amount spent up to the current time for your study in the currency USD. |
Frequency | The average number of times your ad displayed to each person in the population reached. |
Buyers Test | The number of people from the experiment's test group who purchased. |
Buyers Control | The number of people from the experiment's control group who purchased. |
Buyers Scaled | The number of people in the control group, factored by population tests divided by population control. This produces a fairer comparison with the buyers' test. |
Buyers Incremental | Net increase in the number of people who made purchases as a result of the ad campaigns. Calculated as buyers test minus buyers scaled. |
Buyers Reached | The number of people reached by your ads who also converted. |
Buyers Reached Percent | This metric is calculated as buyers reached divided by buyers test. |
Buyers Baseline | This metric is calculated as buyers reached minus by buyers incremental. |
Buyers Lift | This metric is calculated as buyers incremental divided by buyers baseline. |
Conversions Test | The number of conversion events, such as purchases, from the experiment's test group. |
Conversions Control | The number of conversion events, such as purchases, from the experiment's control group. |
Conversions Scale | The number of conversion events in the control group, factored by the ratio of population test divided by population control. This produces a fairer comparison for the conversions test. |
Conversions Incremental | Net increase in the number of conversions as a result of running ads. Calculated as: conversions test minus conversions scaled. |
Conversions Reached | The number of conversion events from people who purchased and were reached by your ads. |
Conversions Reached Percent | This metric is calculated as conversions reached divided by conversions test |
Conversions Baseline | This metric is calculated as conversions reached minus conversions incremental |
Conversions Lift | This metric is calculated as conversions incremental divided by conversions baseline |
Advanced Conversions Test | The number of conversion events, such as purchases, from the experiment's test group, after applying advanced adjustments. |
Advanced Conversions Control | The number of conversion events, such as purchases, from the experiment's control group after applying advanced adjustments. |
Advanced Conversions Scaled | The number of conversion events in the control group after applying advanced adjustments, factored by the ratio of population test divided by population control. This produces a fairer comparison for advanced conversion tests. |
Advanced Conversions Incremental | Net increase in the number of conversions as a result of running ads after applying advanced adjustments. Calculated as advanced conversions test minus advanced conversions scaled advanced conversions baseline. |
Advanced Conversions Baseline | advanced conversions reached subtracted by advanced conversions incremental. |
Advanced Conversions Lift | advanced conversions incremental divided by advanced conversions baseline. |
Incremental ROAS | Incremental return on ad Spends (ROAS). Calculated as sales incremental divided by spend. |
Sales Test | Amount of sales from the test group of the experiment. |
Sales Control | Amount of sales from the control group of the experiment. |
Sales Scaled | Amount of sales in the control group, factored by the ratio of population test divided by population control. This produces a fairer comparison for sales tests. |
Sales Incremental | Net increase in sales as a result of running campaigns. Calculated as: sales test - sales scaled. |
Sales Reached | The number of sales from purchasers reached by your ads. |
Sales Baseline | This metric is calculated as sales reached minus sales incremental |
Sales Lift | This metric is calculated as sales incremental divided by sales baseline |
Advanced Incremental ROAS | Incremental return on ad spend (ROAS). Calculated as advanced sales incremental divided by spend. |
Advanced Sales Test | Amount of sales from the test group of the experiment after applying advanced adjustments. |
Advanced Sales Control | Amount of sales from the control group of the experiment after applying advanced adjustments. |
Advanced Sales Scaled | Amount of sales from the control group after applying advanced adjustments, factored by the ratio of population test divided by population control. This produces a fairer comparison for advanced sales tests. |
Advanced Sales Incremental | Net increase in the number of sales as a result of running ads after applying advanced adjustments. Calculated as advanced sales test minus advanced sales scaled. |
Advanced Sales Baseline | This metric is calculated as advanced sales reached minus advanced sales incremental. |
Advanced Sales Lift | This metric is calculated as advanced sales incremental divided by advanced sales baseline. |