In this article, we'll explain what mistakes to avoid and best practices to follow to create an ad account conversion lift test likely to produce meaningful results.

Preparing to test

Before running a test, ensure that your account has ads that:

• Will be active for the entire time your test is running. If you need to edit any ad schedules to accommodate your test schedule, do that now.
• Haven't been running recently. This can mean creating new ads to test, or reactivating old ones. We recommend this because ads that have been running for a while may be less effective. If they're almost at the end of their runtime anyway, results of the test may not be very useful.

Setting an effective schedule

Ensure that the schedule you set is:

• Is at least seven days long. However, we recommend running a test for at least a month to ensure that it's powerful enough. Think of seven days as a minimum.
• Is aligned with the schedules of your ads. If you don't want to adjust your ads' schedules to accommodate your test, adjust your test's schedule to accommodate your ads.
• Avoids any major marketing activities. For example, testing during festive season marketing campaigns may skew results. This is because things that are true during times when ad auctions are especially competitive (e.g. festive season advertising) or when you're spending an unusually high amount may not be widely applicable. In general, we recommend testing during a time period that reflects the typical state of your advertising strategy. This will lead to the most meaningful results.

Choosing the right conversion events

Before choosing your conversion events, ensure that the sources of the events you want to use are fully implemented and functioning properly. We offer troubleshooting guides for each source:

• Facebook pixel
• SDK
• Offline events

Next, think carefully about which events you want to measure. We recommend considering both:

• Which events are most meaningful to your business
• Which events will lead to an adequately powerful test

Ideally, the events that are most meaningful are the same ones that will lead to a powerful test. However, this may not always be the case. For example, if what you care about is purchase conversions on your website, but you're not yet getting many of them, it may be a better idea to test more frequent website conversion events, such as adds-to-basket or page views. While this may not be ideal, it can help you understand what strategy is causing more events that are prerequisites to making a purchase. Once you learn that from your test, you can scale that strategy to drive more people into your overall marketing funnel, which can result in more purchases. Then, when you're getting enough purchases, you can focus your testing on figuring out how to get more purchases more efficiently. While it's tempting to jump straight to that, if you're not getting enough purchases, we won't be able to produce meaningful results.

Learn how to interpret and troubleshoot ad account conversion lift test results with our guide.

* Nguồn: Facebook