Attribution

Conversion Lift

A control group test on the ad platform

In short

A conversion lift test measures how many additional conversions a campaign brings by comparing a test group that sees ads with a control group that doesn't.

Also known as: conversion lift test, conversion lift study, lift test, lift study

A conversion lift test randomly splits an audience into two groups: the test group sees the ads, the control group doesn't. After the test period, the ad platform compares the conversions of both groups. The difference is the lift, the conversions the campaign added.

What a lift test shows

  • Incremental conversions: How many conversions the ads caused.
  • iCPA: Cost per additional conversion.
  • iROAS: Additional revenue per ad dollar, if conversions have a value.

Example

Conversions in the test group         = 400
Expected without ads (control)        = 260
Lift                                  = 140 incremental conversions
Budget                                = $8,000
iCPA                                  = $8,000 ÷ 140 ≈ $57

Conversion lift in lead generation

Lift tests need a lot of conversions. In lead generation, most accounts only get there with leads, not deals. The test then shows additional leads. Whether they turn into additional customers should be checked in the CRM after the sales cycle.

Common mistakes

  • Too short a test: With a long time to conversion, short tests understate the lift.
  • Changes during the test: New creatives or bids distort the result.
  • Applying the result to other platforms: A lift test only applies to the tested campaign and platform.

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Frequently asked questions

Google Ads and Meta, among others. At Google, user-based studies are available for Search, Performance Max, Display, Video, Demand Gen and App according to its help page, with at least 1,000 conversions and a $5,000 campaign budget. Meta offers lift tests in the Experiments section of Ads Manager.

Guides on this topic

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Understanding Attribution Windows: Why Meta, Google and Your CRM Never Show the Same Numbers

How attribution windows work on Meta, Google Ads, TikTok and LinkedIn, why platform numbers don't match your CRM and how to reconcile them properly.

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Related terms

All terms

Incrementality · The additional impact of an ad

Incrementality is the share of conversions that wouldn't have happened without an ad or campaign. It's measured with tests against a control group.

A/B Test

An A/B test compares two versions of an ad, audience or landing page that differ in exactly one element, to find out which one performs better.

Attribution · Assigning conversions to marketing channels

Attribution assigns leads, purchases and revenue to the channels, campaigns and ads that drove them – the basis for every budget decision you make.

View-Through Conversion · A conversion after seeing an ad without clicking

A view-through conversion is a conversion credited to an ad because the user saw it but didn’t click it, and converted within the view window.

Attribution Window · The time frame for crediting a conversion

An attribution window defines how many days after a click or view a conversion is still credited to an ad, for example 7 days after the click.

Customer Journey · The path from first contact to closed deal

The customer journey describes every step and touchpoint a prospect goes through, from the first contact with your brand to the purchase or signed deal.