Summary
Facebook enhanced its Conversion Lift tool, originally measuring overall ad effectiveness via test and control groups, to now compare multiple ad strategies against each other. This allows advertisers to identify which ad units perform best, whether combining brand and direct response ads is more effective, the value of mobile ads, and which creative works best. Examples include Wix, which found combining direct response with video ads boosted subscriptions, and Westwing, where carousel ads were 34% more effective than link ads for registrations.
The tool also now measures lift across stores, websites, and apps for a holistic view. To run a test, advertisers need a campaign not yet live with sufficient statistical power, and they should consult their account representative.
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