Test, learn and earn : Boosting Performances with Facebook test solutions

The digital advertising market is entering the “post-cookie era”. Finding the right balance between privacy and data-driven advertising remains one of the major challenges of the new year.

The consequences are numerous for companies that are forced to rethink the way they target and measure their media campaigns: it becomes crucial to integrate incremental testing. Media teams conduct three main types of tests: A/B tests, Brand Lift and Conversion Lift. Each media partner has its own best practices and methods for measuring effectiveness.

In this white paper, jointly written by Converteo & Facebook teams, we present an overview of proven methods and detail their specificities.