In a rapidly changing context, measuring the performance of media campaigns has become one of the priority issues. Traditionally, media measurement is ensured by performance indicators available via advertising purchasing platforms and/or Analytics tools .
With the gradual disappearance of the cookie and the impact of consent rates on. Media measurement, it becomes important to integrate incremental measurement tests ( Lift ) via a test & learn approach .
In this logic, Media teams generally conduct three types of tests:
Setting up Cross-Lever studies to measure the performance impact of advertising campaigns on each lever. SEA, Programmatic, DOOH, TV, etc.) can be costly and is mainly aimed at advertisers with a large media. Plan (campaigns lasting several months activated on a multitude of activation platforms and media partners). On the other hand, advertisers who regularly activate Social Media campaigns (for example), have the possibility of using native solutions from publishers to measure the effectiveness of their ads.
This is the case of Facebook (via its Facebook Business Manager platform) which offers 2 complementary measurement solutions based on incremental tests.
Brand Lift ; which allows you to measure the impact on brand items such as awareness, memorability and consideration.
Conversion Lift ; which measures the impact on incremental conversions.
These two solutions coexist perfectly with a Test & Learn approach based on A/B Tests. For example, it is possible to decline several versions of a campaign (audiences, visuals, etc.) to measure via a Facebook Brand Lift, the version that will have a better impact in terms of advertising memorization.
Brand and Conversion Lift: what are the prerequisites?
>>Facebook offers to carry out Brand and Conversion Lift studies independently directly on its Facebook Business Manager platform ( Self-Service ) or with personalized support ( Managed-Service ).
