Earlier Facebook only allowed you to measure the performance of your online and offline sales ad campaigns. However, you can now measure more things as you run campaigns. With Facebook’s improved version of, advertisers can now compare multiple test and control groups (group of users who are seeing the ads and the group who aren’t).
This new tool would be of immense help to the marketers in identifying which ad units are delivering the best results and how mobile ads are performing. Moreover, they can compare brands and direct response ads and also find out whether ads focusing on consumers’ lifestyles or the products are more effective.
Conversion Lift can also track the effect of advertising on offline behaviour. It can measure any advertising impact across purchasing channels including stores, apps and websites to get an idea of how advertising can affect behaviour.
Indus Net Technologies’ View Point
The tool will offer marketers a more holistic view of their ad’s performance. They can measure the impact of exposure to an ad across different devices. Moreover with Conversion Lift tool controlling group responses, advertiser’s point-of-sale data can be easily combined with audiences’ data taken fromto determine how effective an ad campaign is.
Marketers can improve their marketing decisions based on this information.