Facebook introduced a Conversion Lift measurement tool in January 2015 to help brand marketers better understand which parts of their ad campaigns are driving sales. Now it has launched Lift API extending that tool so that advertisers and other third-party measurement partners can create their own studies on lift to pinpoint which ads lead to conversions. Also, Facebook is adding more fields and categories to its ad reporting to reduce confusion in attribution sometimes caused by cookies.
What Brands Need To Do
As Facebook continues to refine its measurement tools, brands can get a clearer view of their campaign performance across channels, learn which ads are working, and adjust their ad budgets accordingly. If your brand is looking for a way to get a better understanding of your Facebook ads, this new API should be worth a try.
For more information on how brands can utilize customer data to better understand shopper behavior and reach shoppers across channels, check out the Boundless Retail section in our Outlook 2016.