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Not quite. One tool with FB lift tests is to make a lookalike audience. FB will then split that audience in two for you so you have a test and control group.
by kposehn 7y ago
Not quite.
One tool with FB lift tests is to make a lookalike audience. FB will then split that audience in two for you so you have a test and control group.
The original test required two ad accounts and keeping your overall advertising static (not changing anything) for the duration. Today it is much easier and has a lot more features.
Google does a search lift test with YouTube as well. You can run a large set of ads against an audience in YT and google will either suppress them for a subset. Then you can see your overall organic lift based on your video ads.
- mobjack 7y agoFB can track ads using clicks and view through. With a control group, you can only use view through. I am just skeptical of how it is a fair test especially when FB has an interest to prove that ads work. YouTube brand lift is an indirect measure that is hard to translate to actual sales to see if the ads were cost effective. The math is fuzzy when measuring marketing ads and it is real hard to be truly scientific.
- jefftk 7y agoThe proper test is to use viewthrough for both the experiment and control