"How much impact are all my Facebook ads having on my business?" is a question you can answer using Test and Learn to run an ad account conversion lift test. The test allows you to see the effect of all your ads on the conversion events you choose. You'll be able to start seeing results after you've received at least 100 of the conversion events you're testing. In your results, you'll find the following metrics:

• Lift%
• Conversion lift
• Cost per conversion lift

How does the test work?

Basics

We measure the conversion lift of all your ads. Conversion lift refers to conversion events that wouldn't have happened without your ads. We call this type of conversion event an "incremental conversion". First, we determine whether your ads are causing incremental conversions or not. If they are, we determine how many and what their average cost is.

Details

To determine these metrics with scientific rigour (which ensures the accuracy and meaningfulness of your results), we start by randomising everyone eligible to see Facebook ads into two groups. Randomisation ensures that each group is balanced. Balance matters because we don't want any group to be more likely to convert than another. There is one "test" group and one "control" group. A test group is made up of people who can see your ads. A control group is made up of people who can't see your ads. Using this methodology helps us determine which conversions are caused by your ads and which would have happened without them.

Note: We still only show your ads to people in your target audience. Because we start by putting everyone eligible to see Facebook ads into the test or control group, a subset of your target audience(s) will be in the test group.

Once the test is over, the test and control group distinction is removed and we go back to showing your ads to anyone in your target audience.

Can I run an ad account conversion lift test?

You can run a test if you have:

• A Facebook ad account with active campaigns
• Events that are being tracked by a Facebook pixel, SDK and/or an offline data source

Should I run an ad account conversion lift test?

It depends on what you're trying to learn about your ads. While it's never a bad idea to get information about how effective your advertising strategy is at increasing conversions, it may be especially useful as a first test. The results can help you figure out how satisfied you are with your advertising strategy overall. If you're not satisfied, you may want to make some major changes and then run another ad account conversions test. If you are, you may want to take a look at some of the more detailed results (e.g. performance for specific conversion events or with various subsets of your target audience) and make refinements to optimise performance. After that, you may want to run a campaign comparison conversion lift test to see which of your refinements are most effective.

How do I set up an ad account conversions test?

To set up an ad account conversion lift test:

1. Go to Test and Learn.
2. Find the "How many conversions are all my Facebook ads causing?" box and click Set up test.
3. Click Add event to choose which conversion events you want us to measure during your test. You can choose up to ten events from across your Facebook pixel, SDK and/or offline conversion tracking data sources, as long you have them set up.

4. Set start and end dates/times for your test.

   Tip: We recommend running your test for at least a month.
5. Optional: Edit the title of your test.
6. Click Review and make sure that everything is set up as desired.
7. Click Create test.

For tips on setting up the most effective test possible, read our best practices guide.

What if I need to cancel my test?

If you need to cancel your test after you've created it:

1. Go to Test and Learn
2. Click Learn.
3. Tick the box next to the test you want to cancel.
4. Click Cancel test.

How do I see my results?

Learn when and where you can see your results, and how to interpret them, in our ad account conversion lift test results guide.

* Nguồn: Facebook