CLS (Conversion Lift Study)
A Conversion Lift Study (CLS) is a measurement tool used to determine the incremental impact of an advertising campaign on conversions. By comparing the behavior of two groups—one exposed to the campaign (test group) and one that is not (control group)—marketers can isolate the specific effect of the campaign on conversion rates, making it a powerful tool for understanding the true value of ad spend.
How does a Conversion Lift Study work?
In a Conversion Lift Study, the target audience is split into two groups:
- Test group – Exposed to the ad campaign.
- Control group – Not exposed to the ad campaign.
The lift is determined by comparing the conversion rates between these two groups. The difference in conversion rates provides insight into how much the campaign contributed to incremental conversions.
Formula:
Conversion Lift = Test group CVR - Control group CVR
Example:
An e-commerce company runs a CLS to evaluate the impact of a new Meta ad campaign. They divide their audience into two groups: one that sees the ads and one that doesn’t. After the campaign, they observe the conversion rates of both groups. The difference between the two rates (the "lift") reflects the campaign's direct impact on driving sales.
Why is a Conversion Lift Study important?
A Conversion Lift Study allows marketers to quantify the true incremental value of an advertising campaign, ensuring they can attribute increases in conversions to the campaign itself and not to external factors. This enables better decision-making when it comes to ad spend and campaign optimization.
Who should use Conversion Lift Studies?
- Digital marketers
- eCommerce businesses
- Performance marketers
- Conversion rate optimizers
- Media buyers
- Data analysts
- Paid social marketers
Use it in a sentence:
The marketing team conducted a Conversion Lift Study to measure the incremental sales generated by their Meta ad campaign, which helped them understand the true impact of their advertising efforts on driving conversions.
