Experiments
Conversion Lift Study
In today’s fragmented digital landscape, accurately measuring the true impact of your advertising is more challenging than ever. Audiences are spread across multiple devices and platforms, making it difficult to identify which strategies genuinely drive business growth. Conversion Lift Study (CLS) addresses this by using rigorous incrementality testing to pinpoint the conversions directly influenced by your ads.
Attribution vs CLS
Traditional attribution models—especially last-click attribution—often miss the full impact of your advertising by undervaluing early engagements in the customer journey. Conversion Lift Study (CLS) uncovers true advantages over these attribution methods.
Uncovers hidden value
CLS reveals incremental impacts that traditional measurement methods may overlook. By focusing on actual business outcomes like incremental sales and conversions, CLS provides a clearer picture of your advertising effectiveness.
Complete performance insights
CLS offers a more complete view of your advertising performance across all channels and devices. This holistic analysis helps you understand how your campaigns influence the entire customer journey, beyond individual touchpoints.
Data-Driven decisions
By revealing previously hidden value, CLS enables you to validate your attribution windows and refine them accordingly. It empowers you to make confident decisions about budget allocation and fine-tune your campaign tactics.
How CLS works
Conversion Lift Study (CLS) utilizes incrementality measurement through experimentation—the gold standard in advertising effectiveness assessment. By establishing a true causal relationship between ad exposure and user behavior, CLS provides the most accurate evaluation of your advertising impact. This rigorous methodology employs a randomized control trial approach, similar to methods used in scientific research.
Process
- Randomized Groups: When setting up your advertising campaign, you establish a randomized test group (people who see the ads) and a control group (people who don’t). Both groups continue to be exposed to all your other marketing efforts.
- Automated Data Analysis: Our platform directly accesses the test data from the advertising platform. It calculates the incremental lift by comparing conversions between the test and control groups over time.
- Detailed Insights: Forvio provides a comprehensive analysis of the results, highlighting key findings and offering recommendations for optimization.
Easily design and run Conversion Lift Study with Forvio
Easy-to-Use experiment builder
Forvio’s intuitive experiment builder allows you to set up conversion tests in just a few clicks. By leveraging direct platform integrations, your experiments are streamlined and fully automated. Designed for seamless integration with leading platforms like Meta Ads, Google, and TikTok,
Experiment evaluation and MMM calibration
Once the experiment is complete, Forvio provides detailed results that you can directly apply to calibrate your Media Mix Modeling (MMM). By incorporating experiment data, you can refine your models and improve future campaign forecasting.
