New Facebook features make it easier for advertisers to measure campaigns

Facebook depends on ads. Without them, it pretty much has zero revenue. It makes sense then that it’d want to make things as easy as possible for the people buying those ad placements.

In its latest bid to do just that, the social network has announced an update to its Conversion Lift tool which are aimed at helping advertisers understand which of their Facebook ads are driving their ad objective best.

Launched in January, Conversion Lift a measurement tool for Facebook advertising aimed at helping marketers understand the additional business Facebook Ads drive.

In a press release sent to Memeburn, Facebook says the updated version of the tool “helps advertisers make more informed marketing choices, so they can continue to grow their business”.

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Up until now conversion lift studies have measured the effectiveness of Facebook advertising by separating an advertiser’s audience into two groups: a randomized test group that sees ads and a control group that doesn’t. This kind of study shows advertisers how effective their Facebook ads are at driving their intended goal. But now advertisers can compare multiple ads with the same objective against each other, so they can not only see if Facebook advertising is working but exactly which advertising approaches work the best for their goal.

Among other things, Facebook says that conversion lift studies with multiple test and control groups help advertisers determine:

• Which ad units perform best for their objective
• Whether brand and direct response ads work better to achieve the objective than brand ads or direct response ads on their own
• What value mobile ads are driving
• Whether lifestyle creative or product-focused creative best accomplishes their goal