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Tag: Conversion Lift

  • Facebook Makes Lift Measurement More Widely Available

    Facebook Makes Lift Measurement More Widely Available

    In January 2015, Facebook launched Lift Measurement, which uses test and control groups to show advertisers additional business generated from their ads. This has only been available to a small number of advertisers, however.

    The company says it has helped over 1,000 businesses in more than 10 industries run Lift Measurement studies to measure the effectiveness across their objectives. Now, more businesses will have a crack at this.

    Facebook announced on Wednesday it is starting tests to make Lift Measurement more widely available.

    “Through our tests, select advertisers will be able to run lift measurement studies through APIs, Facebook Marketing Partners and measurement partners,” the company says in a post on its business blog. “By enabling our partners to more accurately measure ad performance on behalf of advertisers, we will extend the power of Lift measurement to more advertisers. We will provide more information about the availability of Lift measurement through partners and the API once we’re done testing.”

    “Additionally, to free more advertisers from using unreliable and inaccurate methods that were born in a desktop-only world to measure which ads lead to conversions, we’re testing new fields in ads reporting,” it adds. “The new fields will tell advertisers which ads people saw or clicked on before they converted by taking an action, like making a purchase or becoming a qualified lead. This type of measurement can help advertisers understand which of their ads most effectively moved people along the path to purchase. We will update advertisers when and if these new fields are rolled out more widely.”

    You can learn more about Conversion Lift and Lift Measurement in Facebook’s original announcement here.

    Image via Facebook

  • Businesses Can Now Get A Better Idea Of Their Twitter Effectiveness

    Twitter introduced a new feature that should make the service better as an advertising platform, letting businesses get a better handle on how well their ads are performing when it comes to expectations for specific metrics.

    Have you had success with Twitter advertising in the past? What is Twitter lacking that would improve your advertising experience? Discuss.

    Twitter just announced conversion lift reports, which are customized data-driven reports to help businesses better understand the impact their Twitter ad campaigns are having on the bottom line.

    “As all performance marketers know, understanding the incremental contribution of the clicks and views on your ad campaign is critical — particularly when you’re running mobile or cross-device campaigns,” says Twitter’s Abhishek Shrivastava. “Last-click attribution is an inaccurate reflection of what’s driving results, because the average customer switches between multiple devices, platforms, and sites before making a purchase.”

    With the new offering, advertisers first request a study through their account manager, then Twitter begins to collect campaign data, analyzes and validates it after the campaign ends and the attribution window closes, and then delivers the conversion lift report two to three weeks after data collection.

    When Twitter measures a campaign, it automatically (and randomly) segments the eligible target audience into a test group and a control group. The test group sees the ads and the control does not. After the campaign ends, Twitter figures out the incremental conversion lift of the campaign by comparing conversions across both groups, and shares the data in the new report.

    “The report offers valuable insights such as actionable targeting recommendations based on study results, conversion efficiency, transaction value lift gained through Twitter Ads, and more,” says Shrivastava.

    Conversion lift reports can help measure lift for three types of campaigns: website clicks/conversions, mobile app installs and re-engagement conversions, and carrier switching conversions for Telco ads.

    Website clicks and conversions are measured through conversion tracking for websites while mobile app installs and re-engagement conversions are measured through conversion tracking for mobile apps.

    Twitter says it has seen positive early results from advertisers who have tested conversion lift reports while they’ve been in beta. According to the company, based on this early testing, people who are exposed to an advertiser’s promoted tweets are 1.4 times as likely to convert on the advertiser’s site compared to the control group.

    Twitter says this indicates that a user only seeing an ad, even if they don’t click, can still have a substantial impact.

    For those who actually did engage with promoted tweets during the testing, the likelihood of a conversion on the advertiser’s website was 3.2x greater than the control group.

    For the record, all of the advertisers participating in the testing phase were mid to large performance advertisers. Industries included retail, financial services, media, education, and telecom.

    To utilize the new reports, you’ll need to request one from your account manager. They’re available to all managed clients. You’ll also have to have one or more campaigns set to start at a future date and have conversion tracking installed.

    The new offering mirrors what Facebook introduced earlier this year (also called Conversion Lift). Facebook advertisers can create campaigns and have them compared between a randomized test group and control group and have results appear in Ads Manager.

    Do you see Conversion Lift from either Twitter or Facebook as particularly helpful? Share your thoughts in the comments.

    Images via Twitter, Wikimedia Commons

  • Facebook Updates Conversion Lift Studies

    Facebook announced some updates to its Conversion Lift measurement tool, which it first launched back in January. The tool is aimed at helping marketers better understand the “additional business” their Facebook ads drive.

    “As our business evolves and we continue offering a wide variety of ad types on Facebook, our measurement tools need to evolve too,” a spokesperson for Facebook tells WebProNews. “Marketers need to know how not only how effective their ads are at achieving their business goals but also what types of marketing tactics, creative, and formats work best at driving returns. Knowing, say, whether video ads or link ads or carousel ads drive more ROI will help marketers improve their campaigns. This means better returns for marketers and a better ad experience for people.”

    In the past, Conversion Lift has separated advertisers’ audiences into two groups including a randomized test group that sees ads and a control group that does not. Now, advertisers will be able to compare multiple ads with the same objective against each other.

    Facebook says the updates will help advertisers determine: which ads perform best for their objective; brand and direct response ads work better to achieve the objective than brand ads or direct response ads on their own; what value mobile ads are driving; and whether lifestyle creative or product-focused creative best accomplishes their goal.

    “Additionally, conversion lift studies can now be set up to measure lift across purchase channels, like stores, websites and apps, so advertisers can get a holistic view of their ad performance,” Facebook says in a blog post. “Multi-channel measurement shows the advertiser the overall effect their ads contributed and can also be viewed by channel to see how the ads drove sales in store, online or in app.”

    Advertisers can get in touch with an account representative to set up a conversion lift study.

    Image via Facebook

  • Jazz Jennings Is the Teen Caitlyn Jenner, And Her Show Is Reaching People

    Jazz Jennings is to teens what Caitlyn Jenner is to adults. The transgender teen sensation and the former Olympic decathlon are both raising awareness of how transgender folks are perceived and treated in today’s society.

    While Caitlyn Jenner has her I Am Cait show on E!, Jazz Jennings has I Am Jazz on TLC. Jazz Jennings stars in the 11-episode docuseries that shows how she deals with friends, dating and family.

    Fourteen-year-old Jazz Jennings was designated male at birth but was diagnosed with gender dysphoria at age five. Her transition has been in the public eye since 2007 and her book I Am Jazz has put her experiences growing up trans out to millions of readers.

    The new show is giving Jazz the opportunity to let even more people know the difficult time transgender folks have.

    “Being transgender has completely turned boys off from liking me,” Jennings says. “This one time this really cute boy liked me, and then once he found out I was transgender he started calling me ‘chick with a d—‘ behind my back.”

    Jazz Jennings also addresses the common objection by some who are uncomfortable with gender identity issues that being trans is a choice.

    “People think this was a choice, that one day I woke up and was like, ‘I’m a girl,’ but no – it’s just the way I was born. I’ve always been a girl.”

    “Everyone always thinks it’s about the surgery, what’s between your legs, but … this is about what’s between your ears – and being transgender is the process of learning to love yourself and accept your difference. People have to understand that it’s not just a medical journey.”

    “At age 2, I knew I was a girl, and I really just kept pushing that thought forward to my parents.”

    The parallel’s between herself and Caitlyn Jenner is not lost on Jazz Jennings. She looks up to the older woman as inspiration.

    “She’s just so brave and courageous to come out with the public eye looking upon her,” Jennings says of Jenner. “I think people are starting to open up their minds when it comes to accepting us for who we are, so I’m just so proud of her for being such a role model.”