Should I Do A Facebook Conversion Lift?

As the recession continues to wreak havoc on Kiwi businesses, marketers and being forced to tighten their spend across all channels; including the go-to platform Meta Ads Manager. But, what we shouldn't be doing in the downturn is cutting advertising completely: read why here.

However, making sure your ads are optimised is an essential way to make every dollar count, and drive the best results for your business.

In this article we explore conversion lift across Meta/Facebook, and how it can be a helpful tool not only for paid ads gurus but all digital marketers.

What is conversion lift?

Never heard of a conversion lift? Don't stress - we'll explain. According to Google:

"Conversion Lift helps you measure the number of conversions, site visits, and any other action directly driven by your audience viewing your ad. Conversion Lift data can help you adjust and improve your ads to generate more sales, leads, and app installs."

So, how does it work?

1. First up, your conversion test will create 2 groups: a test group (exposed to ads) and a control group (not exposed).
2. Advertisers can securely share conversion data from the campaign with Facebook, which comes from sources like pixel data or point-of-sale data.
3. Facebook then calculates additional lift generated by comparing conversions in the test and control groups.
4. You can find all of your study results stored in Meta Ads Manager.

Why would I measure conversion lift?

While a conversion lift is a great solution for those who advertise on Facebook, it's also awesome for digital marketers in general. That's because it addresses many marketing problems, such as:

• Going beyond over-relying on clicks, providing a holistic view of ad performance.
• Accommodating a heavily mobile-centric landscape where people use multiple devices, yet still shop in-store frequently.
• Employing effective testing methods based on lift measurement principles.

Some examples of a conversion lift:

Still not sure if a conversion lift will work for your business? Check out these successful studies.

Open Colleges experienced a 95% increase in website inquiry conversion rate and 12% higher offline enrollments. They said:

“For the first time, we were able to see exactly the effect our investment in Facebook ads had on enrollments — even if someone didn’t click on an ad. We now know exactly which Facebook ads are helping us enrol more students.” — Kevin Lynch, Chief Marketing Officer, Open Colleges.

Another successful example came from The Land of Nod, a furniture retailer, that saw a 12% acquisition lift through Facebook campaigns during specific seasons.

Ready to try a conversion lift?

Great! Here's how you can do that.

If you're an advertiser working with Facebook already, you can set up a test with your account representative and see real-time results in Ads Manager.

Facebook has plans to expand conversion lift offerings to cover more scenarios and complex studies. It already offers lift measurement solutions, so this expansion aims to provide more clients with accurate ad impact measurements.

If you still have questions, check out this helpful FAQ from Meta.

Need some help trialling a conversion lift?

We've got you. Matter Agency has years of experience with Meta Ads Manager – back when it was still Facebook! Get in touch with us today to find out how we can boost your digital advertising.