While many KPIs are available on Facebook Ads to analyze campaign performance, other aspects of a campaign are not as easy to measure. Brand awareness and ad recall, for example, are hard to quantify — yet they are critical data points that can shape advertising decisions. Facebook Ads addresses this challenge with Brand Lift.
What is Brand Lift?
Brand Lift on Facebook Ads is a growth test that quantifies brand perception metrics.
More specifically, it is a test that compares two groups of users. The first group consists of users who are part of the target audience — this is the test group. The second group consists of people who match the target audience but have been intentionally excluded so they are not exposed to the ad — this is the control group.
How does it work?
Throughout the test, the test group is exposed to the ad campaign set up for the occasion, while the control group is excluded from it. At the end of the Brand Lift test, a survey is sent to users in both groups. The questions cover various brand metrics: brand awareness and ad recall. Here are some examples of questions that might appear in the survey: "Are you familiar with this brand?" and "Would you recommend this product to a friend?"
Once users have responded, Facebook measures the difference between the results obtained from the test group and those from the control group. That difference is what allows us to measure the impact of advertising on brand awareness and ad recall.
It is worth noting that the minimum test duration is 7 days, and the test can be run on a specific campaign or across all ads.
How do you interpret Brand Lift test results?
Once at least 250 survey responses have been collected, results begin to appear. That said, it is best to wait until the test is complete before making any decisions.
The brand survey report is divided into several sections:
- Results: A summary of the test.
It includes the overall trend in test results: an increase or decrease in percentage points of Brand Lift, along with a more detailed breakdown of variations by sector and region. This section also shows the confidence level of the results — an indicator of how likely it is that the Facebook ads drove the Brand Lift improvement.
Finally, this section also includes other relevant metrics for result analysis, such as Cost per Brand Lift — the additional cost for each person who responds favorably to the survey. - Questions: Detailed results for each survey question. Where possible, Facebook breaks down responses by different dimensions: Brand Lift percentage, gender, age group, etc.
- Test details: The test name, date, campaigns tested, etc.
What are Facebook's recommendations for running a Brand Lift test?
For the test to work properly, Facebook recommends not running a Brand Lift test if other campaigns are already live for the same brand. If users in the exclusion group are exposed to the ad through another campaign, the survey results will be skewed. You will therefore need to create visuals used exclusively for the test in order to get meaningful, actionable results.
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