This article explains what types of information you'll see in the results of a Test and Learn "How much effect is my campaign having on brand perception?" test (a "brand lift test"). It also provides context to help you interpret your results and make adjustments to your advertising strategy based on them.

When and where can I see my results?

After you've got at least 250 answers to each of your poll questions, you may be able to see some initial results. However, we recommend not judging or making adjustments based on your results until the test has ended. (You set the test's schedule when you create it.) When it does, we'll send you an email with a link to the results.

You can also access them through Test and Learn directly. To do so:

1. Go to Test and Learn.
2. Click Learn.
3. Click your test.

Note: If you never get 250 answers per poll question, we won't be able to show any results. For more information, find the link to our troubleshooting guide at the end of this article.

What will I see in my results?

There are three results sections:

• Answer. An overview of your results.
• Poll questions. Detailed information on the results for each question in your poll.
• Test details. Information on your test.

Answer

In this section, you'll see:

• An answer sub-section, which shows:

  • How much your campaign increased or decreased how frequently people selected the desired response(s) (those that indicate a positive perception of your brand) for each of your poll questions.
  • Context for your results in the form of the typical brand lift results for your region (e.g. Asia Pacific) and vertical (meaning industry, e.g. retail).
• A percentage point lift by poll question sub-section, which shows a chart comparing the percentage of people who chose the desired response(s) for each question. It separates the percentages into people who were exposed to your campaign and those who weren't. This can help you to visualise the effect that your ads had on brand perception. You can hover over different sections of the chart to get more details on the data.
• A cost per incremental person sub-section, which shows the following for each question:

  • Your average cost per incremental person, which means the average cost that you paid for each person who had a positive reaction to your brand because of your campaign.
  • Context for your results in the form of the cost that is typical for your region (e.g. Asia Pacific) and vertical (meaning industry, e.g. retail).

Poll questions

For each question that you created, there's a breakdown in this section. Each breakdown has:

• A results sub-section, which shows:

  • Percentage point lift. The number of percentage points by which your campaign increased the desired response rate for the question. We tell you how confident we are that your ads caused brand lift. A confidence level of 90% or higher is considered reliable. It also shows context in the form of regional and vertical norms.
  • Incremental people influenced. The estimated difference between the number of people who gave the desired response and the people who didn't.
  • Cost per incremental person. The average cost that you paid for each person who chose the desired response to your question. It also shows context for your results in the form of the cost norms for your region and vertical.
• A percentage point lift sub-section, which shows a chart comparing the percentage of people who chose the desired response to your question, divided into those who were exposed to your campaign and those who weren't. This can help you to visualise the effect that your ads had on increasing positive brand perception.
• A percentage point lift for all responses sub-section, which shows a chart comparing the percentage of people who chose each response to your question, divided into those who were exposed to your campaign and those who weren't. This can help you to visualise the effect that your ads had on each response. We let you know when we're less than 90% confident in your results (90% is considered reliable). Ideally, you'll see:

  • An increase in the desired response rate amongst people exposed to your campaign compared to those who weren't
  • A decrease amongst people exposed to your campaign for the other responses.
• A percentage point lift by age sub-section, which shows a chart highlighting the differences in desired response rates amongst different age groups, divided into those who were exposed to your ads and those who weren't. We let you know when we're less than 90% confident in the results for any given group.
• A percentage point lift by gender section, which shows a chart highlighting the differences in desired response rates amongst male and female groups, divided into those who were exposed to your ads and those who weren't. We let you know when we're less than 90% confident in the results for any given group.

Note: You can hover over different sections of the charts to get more details on the data.

Test details

As you review your results and decide what actions to take, it can be helpful to remind yourself of the specifics of your test to ensure that you're making the right adjustments to the right aspects of your campaign.

There are three sub-sections in test details:

• Test details. A summary of your test setup.
• Poll questions. What each question in your test looked like. Click Preview Poll to see what the question looked like.
• Creative overview. A display of each ad that was part of your test, ranked by how much of your budget was spent on it. You can see the spend percentages for each ad below the display.

What should I do after viewing my results?

It depends on what your results show. Ideally, we're at least 90% confident that your campaign caused brand lift.

If your results show an increase in brand lift that you're satisfied with, you may want to continue running your campaign, or increase its audience size and/or budget. If they didn't, you may want to make adjustments to your targeting or creative and run another test.

However, you may also want to analyse your results on a more granular level and make refinements to specific aspects of your campaign. For example, you could check which age groups you performed best and worst with. Then, consider putting more money into campaigns targeted to people in the age group that your ads resonated with. For the groups that your campaign didn't resonate with, you may want to consider new creative or not including them in your target audience.

* Nguồn: Facebook