conversion lift study Archives

Sonia Chung, Chief Strategy Officer, Boathouse

OPINION: Data-Driven Thinking

MMM Is Getting Smarter. It Still Can’t Do The Whole Job Alone

By Sonia Chung, Boathouse// October 19th, 2026

MMM’s next challenge is developing a more rigorous way to challenge, validate and apply its conclusions.

Meta is giving advertisers the ability to connect their third-party analytics tools directly to its ad platform via API.

campaign optimization

Meta Is Opening Up A Smidge More To Third-Party Attribution

BY Allison Schiff// August 14th, 2024

Meta is working on AI-powered optimization updates to its ads system so advertisers can customize business objectives, measure incrementality and have direct integrations with third-party analytics tools.

Apple’s iOS 14 changes are chipping away at Facebook’s ability to measure and demonstrate performance.

Social Media

Apple’s IOS 14 Is Causing Major Changes To How Facebook Does Measurement

BY Allison Schiff// March 15th, 2021

Marketers funnel money into Facebook because Facebook can prove ROI. Put $1 in, get more than $1 out. It’s a simple narrative. But Apple’s iOS 14 changes are chipping away at Facebook’s ability to measure and demonstrate performance. And Facebook is reacting by “making wholesale changes to what kind of data and reporting they will […]

Platforms

Facebook Conversion Lift Measurement Issue Goes Undetected For 12 Months

BY Allison Schiff// November 16th, 2020

For nearly a year, advertisers using Facebook’s conversion lift studies tool were unknowingly being fed faulty data. A code error caused the reached conversions metric to be undercounted for conversion lift tests conducted on Facebook by several thousand advertisers between Aug. 15, 2019, and Aug. 31 of this year. Advertisers use conversion lift studies, a […]