First, talk with your Facebook account representative to see if a conversion lift study is right for your campaign.* Your Facebook account representative will help make sure that your study is sufficient for statistically powerful results, assist in setting up your study and help determine what strategies and objectives you may want to focus on.

Please see the What's Facebook Conversion Lift? article for more information.

Prepare for a conversion lift study

Step 1: Identify key metrics

Planning is key. The first thing you want to do is clearly determine your campaign goals and business objectives. Specifically, what campaign performance questions do you want to answer?

For example:

• Measure Facebook ad performance via online, in-store or in-app sales
• Understand whether video or carousel ads on Facebook drive additional leads to your website
• Determine whether brand and direct response (DR) ads on Facebook perform better together or on their own

Step 2: Verify your data sources work

Identify where conversions happen and verify that your conversion tracking tools are working:

• Facebook pixel: Make sure that a Facebook pixel is set up on your website and is set to fire unconditionally (i.e. you're sending values for everything you want to measure). If you're using conditional firing, you may experience discrepancies. Check that you aren't using a combination of conditional/unconditional firing with your tags.
• Facebook App Events: Make sure that the account that will be participating in the study has permissions for the app and is set to fire unconditionally (i.e. you're sending values for everything you want to measure).
• Offline conversions: Make sure that offline conversion data tracking is set up prior to the study.

Step 3: Structure your campaign for valid results

We recommend that you structure your campaigns to follow Facebook's best practices and have enough statistical power for lift results to be meaningful.

Once your objectives are determined and conversion data tracking tools are properly set up, your Facebook account representative will work with you to set up your conversion lift study.

Edit a conversion lift study

Before your study has started running, your Facebook account representative can edit most study features for you.

During a study, you can add accounts or campaigns to a study, but you can't remove them. You can also extend the study, but modifying a study while it's in progress is not recommended. The objectives of a study cannot be modified after the study has begun.

Please work with your Facebook account representative to make any changes to your conversion lift study.

Access conversion lift study results

Results are available through your Facebook account representative. Your report will provide visuals and explanations of the lift study findings. Work with your account representative to receive your report in Ads Manager, review results and determine next steps.

Numbers in visuals are for illustration only.

Once your lift study results have been shared with you, you can share the link with other people who have access to your Business Manager account. Learn more about adding people to your Business Manager account.

Please refer to the Understanding my conversion lift study article for more information about analysing your study results.

* Nguồn: Facebook