Blue scarf

IMAGE TO BE UPDATED

DISCOVERY COMMERCE

2023 Meta
marketing guide
 Discovery Commerce
Growing businesses by connecting products to people

Today, businesses are transforming across many fronts as they adapt to global
supply chain slowdowns, economic conditions and ad ecosystem changes, all
while navigating the possibilities of today's technology. While challenges are
presented, in many ways there is more opportunity than ever for business growth.

Historically, the best way to drive efficient growth online was to focus on those
most likely to respond. But businesses that are seeing the most success today
recognize that marketing to people who already want to buy from you isn’t
enough. They understand that growth comes from reaching new or existing
customers that want or need just what you have to offer.

Marketers are embracing powerful technology and modern marketing

practices to connect the dots between customers and their products,
revealing untapped sources of growth — a kind of marketing that we at
Meta call Discovery Commerce.

From discovery to purchase, more shopping experiences

happen across Meta technologies.

70% 46%
of online shoppers surveyed of online shoppers surveyed
typically discover on Meta used Meta technologies to
technologies. help with purchase.

Source: “Discovery-Led Shopping Study” by GFK (Meta-commissioned online survey of 12,000+ respondents ages 18 - 74 in the AU, BR,
CA, FR, DE, IN, ID, MX, SK, JP, UK, US) Q2 2022. Qualifying respondents shop online at least twice a month and made an online purchase
of beauty, furniture, electronics or apparel in the past 3 months at the time of the study; questions cited A01, A07a/b, A09, A13, A32. 2
META DISCOVERY COMMERCE SYSTEM

Generate demand through discovery.

From reaching people who already To reaching new or existing customers
want to buy from you who want just what you offer

Feroldi’s
Retail
Sponsored
store

Feroldi’s
Retail
Sponsored
store

3.2K Shop now

An end-to-end demand generation solution that

flexes to your most important business goals
AI-powered machine learning

Industry-leading workflow automation

for more efficient performance

Data Engaging Advertising and Measurement

integrations surfaces conversion tools tools

HOW TO TURN ON DISCOVERY COMMERCE:

DATA CREATIVE MEDIA MEASUREMENT

Set up data sources Build compelling Develop media Measure to gain
to reach new and creative to strategies to achieve actionable insights
unexpected delight a range of business and make more
audiences. customers. goals, from discovery effective decisions.
to conversion.
3
Generate demand marktgoods
Sponsored

Shop now

through discovery.
Data Creative
Set up data sources Build compelling creative
to reach new and to delight customers.
unexpected
audiences.

Media Measurement
Develop media strategies Measure to gain actionable
to achieve a range of insights and make more effective
business goals, from decisions.
discovery to conversion.

4
 Data
Data is generated when people interact with a business. Data on actions that
happen across Meta technologies, such as contacting a business, liking, searching or
checking in, combined with actions that take place on your website, in your app
or in your store, help machine learning get the right ad in front of the most
relevant people at the right time.

Lives in
Portland, OR

WEBSITE

Saved a post
by EndoMoto

STORE
Shared a post in Live on
THIS CAT IS C H O N K Y Gaming

APP

Likes the Page

Lucky Shrub

An understanding of people An understanding of

beyond their demographics your best customers

How to set the right data foundations to improve media performance

FOUNDATIONS
Essential to drive performance

Cross-channel data sources

Simple account structures

Automation

5
 FOUNDATIONS DATA

Cross-channel data sources

Cross-channel data sources offer insights into the actions people take on a website,
in an app or in store. Across all channels, the Conversions API helps you use your
own marketing data to optimize ad targeting, decrease cost per action and see a
more complete picture of campaign outcomes while respecting people’s privacy.

W EB S ITE A PP S TO R E

Conversions API Conversions API* Conversions API*

Meta Pixel and SDK/App Events API

Offline conversions
advanced matching and advanced matching

BEST PRACTICES

Conversions
M eta Pixel
API
VS.

Shop now

Combine the Conversions Diversify event variety Compare offline

API with the Meta Pixel. beyond purchase to capture conversions to the list
upper and mid-funnel signals, of people who saw or

Aim for an event match especially those happening clicked on your ads.
within 24 hours.
quality (EMQ) score of
good or great.

SUCCESS STORY
Stellantis Japan Ltd., an automotive manufacturing company, aimed to track
website activity more accurately. By adopting the Conversions API and an
integrated data management platform, they reduced acquisition costs by 25%.

*Conversions API support for app and offline events has been introduced in Half 2, 2022 — expect expanded functionality, and supported use cases in 2023.

Source: 1. Based on 28 global A/B experiments of direct, partner, or CAPI Gateway integrations between May to August 2022.
2. Meta case study, Apr 2022. All results are self-reported and not identically repeatable. Generally expected individual results will differ. 6
 FOUNDATIONS DATA

Simple account structures

With a simplified account structure, data can flow more easily. The delivery system
can fully optimize because it is able to learn more about the audience and campaign.
This structure can lower your cost per acquisition by up to 10% and your cost per
incremental conversion by up to 20%.1

What is the learning phase

RECOMMENDED STRUCTURE
and how is it impacted by Single campaign and ad set targeting
account structure? all customer segments

Your account enters the learning

phase any time you create a new
ad set or make a significant Campaign Ad set
edit to an existing ad or ad set. Ad

During the learning phase, the

Meta ads delivery system learns BEST PRACTICES
more about the best people to
reach, times of day to show the Consolidate multiple regions and
ad and which placements and languages using worldwide targeting
creatives to select. Account and dynamic language optimization.
simplification is crucial to help you
Use breakdowns to report on results.
streamline the learning phase: You
Breakdowns is a feature of Ads
get in and get out quickly, ensuring
Manager that helps you customize the
that your dollars go further for the
way your information appears in
remainder of your campaign.
reports. Use breakdowns instead of
creating many ad sets to report on
results by audience.
Learning
CONVERSION RATE

phase
Optimized Calculate the maximum number of
delivery
EXPECTED

ad sets your budget can sustain.

Total w eekly budget

Max # of
=
Cost per result X 50 ad sets

NUMBER OF CONVERSIONS
Don’t create more than this
number of ad sets to maximize
liquidity and efficiency.
Source: Meta liquidity study, Feb 2019 7
 FOUNDATIONS DATA

Automation
Automation takes the manual work out of campaign setup. It relies on machine
learning to optimize campaign levers like audience and placements, resulting in
more efficient and effective advertising.

TYPE SOLUTION RECOMMENDATION

Budget Advantage campaign budget (formerly known as • Leverage ad set spend limits if
campaign budget optimization) automatically you have specific budget
allocates budget to the top-performing ad sets requirements.
without restarting the learning phase. • Lowest cost bidding helps you
Success story: KiwiCases 1 get the most results possible
from your budget.

Audience Advantage ad targeting products help optimize • Leverage Advantage detailed

for conversions and improve performance by targeting, Advantage lookalikes
expanding your audiences to reach more people. or Advantage Custom Audiences
to give Meta flexibility to deliver
additional results.

Creative Advantage+ catalog ads (formerly known as • Create a product catalog

dynamic ads) use dynamic creatives for with many products and
acquisition or retargeting to reach shoppers with that is localized to different
relevant products. countries and languages.

Success story: Boohoo 2

Placement Advantage+ placements (formerly known as • Customize assets for

automatic placements) allows the delivery system each placement to further
to make the most of your budget by finding the right optimize audiences’
opportunities for your business across Meta advertising experience.
technologies.

Success story: McDonald’s 3

Machine learning can also enhance an entire campaign flow; we call this end-to-end automation.

End-to-end Advantage+ shopping campaigns and Advantage+ • Import high-performing ads from
app campaigns (formerly known as Automated App previous campaigns and the
Ads) work to achieve the highest performance with system will automatically test
minimal effort by optimizing across multiple levers. combinations to deliver the top
ones to your unique audience.
Success story: Jollibee 4

Source: Meta case studies: 1. Jul 2022 2. Jul 2022 3. Jun 2022 4. Dec 2021 8
Generate demand
Blue hand-dyed
knit sweater

through discovery.
Data Creative
Set up data sources Build compelling creative
to reach new and to delight customers.
unexpected
audiences.

Media Measurement
Develop media strategies Measure to gain actionable
to achieve a range of insights and make more effective
business goals, from decisions.
discovery to conversion.

9
 Creative
Compelling creative can make the difference between a passing glance and a
moment of discovery. Marketers have the opportunity to build creative that
delights customers and generates demand through discovery.

3.6B
people are discovering
stories through rich,
engaging formats
across Meta
technologies.1

How to attract attention and engagement with standout, relevant creative

FOUNDATIONS MULTIPLIERS

Essential to drive performance Help further maximize results

Mobile-first creative Reels

Diversified creative Creators

Source: 1. Meta earnings report, 2022. 10

 FOUNDATIONS CREATIVE

Mobile-first creative
Developing great creative starts with building for mobile-first formats.
Follow proven best practices to build with mobile in mind.

BEST PRACTICES

Tailor creative to the placement.

1:1 in Feed or 9:16 for
Stories across both Facebook
and Instagram are the
72%
of online shoppers surveyed in
suggested ratios. 2022 said: “My mobile phone is
quickly becoming my most
Capture attention quickly.
important shopping tool."1
Put the most compelling part
of your video at the very
beginning (within the first 3
seconds) to pique interest.

Design for sound off.

Use text and graphics to
SUCCESS STORY
ensure your videos can be
easily understood by people To boost awareness and
scrolling with sound off, unless purchases, the PepsiCo Muscle
you are creating specifically
Milk ran video ads in several
for Reels where most people
mobile-first formats across
watch with sound on.
Facebook and Instagram.
Experiment with vertical video. PepsiCo reported seeing a 4.8%
Try different creative increase in market penetration
executions that stand out and a 29% lift in sales from
and utilize the larger creative brand new buyers.2
canvas in vertical formats,
like a split-screen approach.

Source 1. “Discovery-Led Shopping Study” by GFK (Meta-commissioned online

survey of 12,841 respondents ages 18-74 in the June, Q2 2022. Qualifying
respondents shop online at least twice a month and made an online purchase of
beauty, furniture, electronics and/or apparel in the past 3 months at the time of
the study). 2. Meta case study, Feb 2021. All results are self-reported and not
identically repeatable. Generally expected individual results will differ. 11
 FOUNDATIONS CREATIVE

Diversified creative
Great creative means something different to each person. Building a diverse
set of creative can help improve performance by appealing to different audiences.
Automation solutions from Meta make it possible to show the right creative to the
most relevant person in the places they're spending their time.

FROM
Creative diversification
One message has been shown to drive:
for all audiences
+32%
TO increase efficiency
Creative diversity
that appeals to +9%
different audiences increase reach1

Customers respond to a variety of reasons to convert.

Developing motivation-led creative starts with exploring people’s relationships to
your products. The benefits you map back to customer motivations can range from
rational action drivers to emotional appeals that can unlock a new level of resonance.

BEST PRACTICES
MOTIVATOR/BARRIER MOTIVATOR/BARRIER

Identify the barriers and “I'm fine the way I am and "Seems too expensive
don't need anything new." and high-brow."
motivators to your category
and to your product.

Map your messaging by

connecting the top barriers
and motivators to benefits.

Differentiate all creative

routes visually and ensure
that the motivations are not
attracting a similar audience.

Source: Internal Meta test comparing the performance of two identical vs two non-identical
(creatively diverse) creatives in 2703 ad sets across verticals from 04-04-2021 to 04-26-2021. 12
 MULTIPLIERS CREATIVE

Reels
Reels is where brands are tapping into culture and reaching new valuable
audiences. Reels is the future of entertaining storytelling, where people
come to discover, connect and be entertained with more than 140 billion
Reels plays across Facebook and Instagram each day.1

30%
BEST PRACTICES

Make it entertaining.
Reels surprise and delight us, lift us up
and provoke an emotional response. increase in the time people
spent engaging with Reels
Make it digestible. across both Facebook and
Reels should be easy to understand. Instagram in Q2 20222

Make it relatable.
Keep it unpolished, imperfect and human.
Reels are made by people, which invites people
to feel like participants, not just viewers.

TECHNICAL CONSIDERATIONS

Build for vertical Work within the Create for

9:16 video. recommended sound on.
safety zones.

SUCCESS STORY

Prose, a custom hair care brand, tested their usual

video ad creative against a campaign designed specifically
for Reels. The results reported by the brand showed a 52% higher unique
audience reach and a 23% lower cost per acquisition for the Reels campaign.3

Source: 1. Meta Q3 2022 earnings call. 2. Meta Q2 2022 earnings call. 3. Meta case study, Feb 2022. All results are self-reported and not identically repeatable.
Generally expected individual results will differ. 13
 MULTIPLIERS CREATIVE

Creators
Collaborating with creators is an opportunity to harness authenticity and reach
combined. Creators can help businesses access new audiences, drive sales,
reimagine brand stories and more.

133B
BEST PRACTICES

Build meaningful partnerships.

Find the right partner that naturally aligns minutes were spent with
with your brand or product. Long-term creator content in 2021.
partnerships can help build trust and brand That’s 13X the time people
equity over time. spent with brand videos.1

Co-create your story.

Creators can help bring your brand story
to life with fresh ideas and a unique point
of view. Let creators stay true to their
own voice in the content they create.

Expand your reach.

Branded content ads lets you amplify
creator posts to reach people beyond
the creator’s followers.

SUCCESS STORY
La Mer Thailand, a premium skin care
brand, reported that purchases increased
by 68% when partnering with content
creators in Thailand to produce branded
content ads, which encouraged people to
buy more of its products.2

Source: 1. Tubular Labs | Audience Ratings | Cross-Platform (YouTube and Facebook)

| Top 1000 Creators Per Type | Minutes Watched (based on 30s quality views) | US
Audience. 2. Meta case study, 2022. All results are self-reported and not identically
repeatable. Generally expected individual results will differ. 14
Generate demand

Loose Leaf Green Tea

$32.00

through discovery.
Data Creative
Set up data sources Build compelling creative
to reach new and to delight customers.
unexpected
audiences.

Media Measurement
Develop media strategies Measure to gain actionable
to achieve a range of insights and make more effective
business goals, from decisions.
discovery to conversion.

15
 Media
Today’s customer journey is increasingly dynamic. People are purchasing at the
moment of discovery or learning about a brand after they’ve already made a
purchase. Since more shopping journeys that lead to purchases start on Meta
technologies, marketers are crafting innovative media plans to delight
consumers across all touchpoints.

Percentage of surveyed online shoppers relying on Meta technologies during their shopping journey:1

DISCOVER PURCHASE

INSPIRE CONSIDER

70% 46%
typically ultimately
65% discovered 56% purchased
for saw an ad that
inspiration drove consideration

How to craft effective media plans that achieve business goals

FOUNDATIONS MULTIPLIERS
Essential to drive performance Help further maximize results

Media foundations Get leads

Drive purchase Reach new audiences

Source: “Discovery-Led Shopping Study” by GFK (Meta-commissioned online survey of 12,000+ respondents ages 18 - 74 in the AU, BR,
CA, FR, DE, IN, ID, MX, SK, JP, UK, US) Q2 2022. Qualifying respondents shop online at least twice a month and made an online purchase
of beauty, furniture, electronics and/or apparel in the past 3 months at the time of the study; questions cited A01, A07a/b, A09, A13, A32. 16
FOUNDATIONS MEDIA

Media foundations
Establishing strong media foundations is the first step to achieving campaign goals.

MEDIA ELEMENT RECOMMENDATION

Objectives and High-performing campaigns start with objectives and optimizations that
optimizations align with a business outcome.
• Select from 6 objectives in Ads Manager: Awareness, traffic, engagement,
app promotion, leads or sales.
• Optimize for conversion events, value, link clicks, landing page views or
reach.

Account Adopt the simplest campaign structure to offer the flexibility needed for the
simplification system to learn efficiently.

Bidding Bidding is a key factor in winning auctions. Select from bidding strategies
that are spend-based, goal-based or manual.
• Spend-based (recommended): Get the most results or value for your
budget.
• Goal-based: Keep costs within a certain target.
• Manual: Set the maximum bid across auctions. Ideal for advertisers who
have a strong understanding of predicted conversion rates and can
calculate the right bid.

An effective media foundation helps businesses win more auctions to improve

performance.
INFLUENCED BY MEDIA SETUP

= x +
Total value Estimated action rates Advertiser bid User value
Determines ad’s The likelihood that an The bid amount Determined by several
ranking, where the impression shown to for the event you components, including
ad with the highest this person will lead selected as your ad quality, post-click
total value is shown. to the desired result. optimization goal. experience, predicted
and actual ad
engagement and
OBJECTIVES AND BIDDING
OPTIMIZATIONS repetition of the ad.

ACCOUNT
SIMPLIFICATION
17
 FOUNDATIONS MEDIA

Drive purchase.
RECIPE CARD

Meta Ads Manager Sales

objective

Targeting New customer: Broad targeting, Advantage lookalike or Advantage detailed

targeting
Existing customer: Custom Audiences created from the Meta Pixel, app
activity, offline activity, catalog or customer list

Optimization Purchase, ROAS

Bidding Use lowest cost to maximize your budget’s impact.

Use highest value to prioritize customer value.
Use cost cap to achieve a specific cost per result goal.

Placement Use more than 6 placements, expanding into Advantage+ placements

(formerly known as automatic placements)

Ad solutions Advantage+ shopping campaigns, Advantage+ catalog ads, Collaborative

Ads, Ads with product tags, Branded content ads, Collections, Stories, Reels

Creative Mobile-first creative, differentiated creative or catalog

Measurement Conversion lift*

Two leading solutions use automation to deliver on sales goals with less effort at scale.

RECOMMENDATIONS
Advantage+ shopping campaigns: Utilize
automation and simplicity in setup to assemble the
best possible ad.
• Use high-performing creative from prior
campaigns.
• Specify existing customers through Custom
Audiences from web/pixel, app activity, offline
activity, catalog or a custom list.
• Set budget allocated toward existing customers.

Advantage+ catalog ads: Personalize product

recommendations to people based on their
interests, location, behaviors or intent.
• Increase catalog match rate and monitor
product disapprovals in Commerce Manager.
Advantage+ shopping Advantage+ catalog ads
campaigns (formerly known as • Add local market information to use catalog
dynamic ads)
ads for expanding to other countries.

18
*The Conversions API must be implemented for running conversion lift.
 MULTIPLIERS MEDIA

Get leads.
RECIPE CARD

Meta Ads Manager Lead ads: Leads

objective Call ads: Awareness, traffic, leads or sales
Ads that click to message: Engagement

Targeting Broad audience, Advantage lookalike or engagement Custom Audience

(forms only)

Optimization Lead ads: Conversion leads (quality) or leads (volume)

Call ads: Link click or call
Ads that click to message: Conversation or link click

Bidding Lowest cost bidding, Advantage campaign budget (formerly known as

campaign budget optimization)

Placement Use more than 6 placements, expanding into Advantage+ placements

(formerly known as automatic placements)

Creative Lead ads: Image, video or Advantage+ catalog ad with call-to-action to fill
out form
Call ads: Image or video with call-to-action to call
Ads that click to message: Image, video, carousel or Advantage+ catalog ad
with call-to-action to message

Measurement Conversion lift*

Lead generation solutions across Meta technologies offer more ways to connect with your audience — via
forms, calls or messaging. Consider supporting more than one format to get incremental leads.

RECOMMENDATIONS

• Forms: Balance the use of

prefill questions that make
forms easy to submit with
multiple-choice or short
answer questions to
improve lead quality.

• Calls: Schedule call ads

to run only when your
business is available for calls.

• Messages: Set expectations

that clicking the ad will
start a conversation with
Lead ads Call ads Ads that click to your business.
(Select from instant forms message
or website forms)

19
*The Conversions API must be implemented for running conversion lift.
 MULTIPLIERS MEDIA

Reach new audiences.

RECIPE CARD
Meta Ads Awareness, traffic, engagement or sales
Manager
objective

Targeting Broad targeting

Optimization Link clicks, landing page views, view content, add to cart or reach

An analysis conducted by Meta shows that the highest conversion lift

is observed when businesses invest up to 30% in alternative
optimization events.

Bidding Lowest cost bidding to establish baseline on new audiences

Placement Use more than 6 placements, expanding into Advantage+ placements

(formerly known as automatic placements)

Ad solutions Branded content ads, Reels, Stories, Advantage+ shopping campaigns

or Advantage+ catalog ads

Creative Mobile-first creative, differentiated creative or catalog

Measurement Conversion lift*

Two key solutions maximize your brand’s discoverability and help unlock access to new audiences.

RECOMMENDATIONS
Branded content ads: Amplify creator
content to reach their followers and new
audiences in an authentic way.
• Use branded content ads with product
tags to maximize product discovery.
• Use dynamic creators' optimization
(Instagram only) to upload 20 creatives
with different creators and have machine
learning select the most relevant ad.

Reels ads: Reach new audiences through an

immersive, built-for-mobile opportunity.
• Include Reels in your placements mix using
Advantage+ placements or with more
than 6 placements.
Branded Reels ads
content ads • Use placement asset customization (PAC)
to experiment with native Reels creative
over creatives built for another surface. 20
*The Conversions API must be implemented for running conversion lift.
Source: Meta Internal meta-analysis 13 multi-cell reach and performance campaigns, 2022.
Generate demand

Knitted yellow
sweater

Crew neck pink

sweatshirt

through discovery.
Data Creative
Set up data sources Build compelling creative
to reach new and to delight customers.
unexpected
audiences.

Media Measurement
Develop media strategies Measure to gain actionable
to achieve a range of insights and make more effective
business goals, from decisions.
discovery to conversion.

21
 Measurement
Understanding what drives business outcomes is the foundation of effective
marketing. Testing solutions on Meta technologies help businesses better
evaluate their performance to improve their marketing.

According to a Harvard Jasper’s Market

Retail
Sponsored
store

Business Review study done

in 2020, businesses see:

30%
higher ad performance
3.2K Shop now
for advertisers that ran 15
experiments the same year.

How to use measurement solutions to understand

what’s working and improve your campaigns

FOUNDATIONS MULTIPLIERS
Essential to drive performance Help further maximize results

Conversion lift Marketing mix modeling

(MMM)

A/B Testing

Learning agenda

Source: Harvard Business Review, Oct 2020. 22

 FOUNDATIONS MEASUREMENT

Conversion lift
Conversion Lift uses test-and-control groups to help businesses understand
the true value of their advertising. Ads are delivered to the test group,
but not the control group. Meta compares the conversions in test-and-control
groups to calculate the incremental impact of the ad.

BEST PRACTICES

Set up the Conversions API.

Conversion Lift uses conversion events passed
through the Conversions API. Ensure the
Conversions API is set up properly and aim for
an event match quality score of good or great.

Run single-cell lift test. Test

Reach out to your account team to set up MEDIA
your test and align on test parameters.

Use lift results to adjust other models.

Use test results to calibrate internal
models and improve measurement
accuracy. As the digital landscape shifts,
Conversion Lift is increasingly important to
help quantify and validate your advertising.

Control
SUCCESS STORY
NO
Lumē used Conversion Lift studies to calibrate their MEDIA
attribution and MMM models. By validating its
approach through lift studies, Lumē was able to
confidently shift budgets to more efficient channels
and reported an increase in conversions by 2X.

Source: Meta case study, Aug 2022. All results are self-reported and not identically repeatable. Generally
expected individual results will differ. 23
 FOUNDATIONS MEASUREMENT

A/B Testing
A/B Testing uses randomized, mutually exclusive groups to compare different
tactics. It enables businesses to take a data-driven approach to identify what
elements drive the best performance to optimize future campaigns. A/B Testing
is recommended for day-to-day, tactical optimizations.

Sample A/B Test: Business as usual New approach

One ad set per Singular campaign and ad set
customer segment targeting all customer segments

CELL 2 CELL 2

CAMPAIGN

AD SET

AD

BEST PRACTICES

Identify hypotheses
and test variables.
Choose one element to test,
while keeping other elements SUCCESS STORY
constant to get clear and
Grover used A/B Testing to inform
actionable insights.
their Advantage+ shopping
campaigns setup. They ran a three-
Set up test.
Access via Ads Manager or go cell split test and determined that a
directly to experiments. smaller number of constraints
during setup delivered a 79%
decrease in cost per conversion.

Source: Meta case study, Aug 2022. All results are self-reported and not identically
repeatable. Generally expected individual results will differ. 24
FOUNDATIONS MEASUREMENT

Learning agenda
Marketers can uncover new strategies faster by adopting learning agendas, a tool to
enable strategic learning in key areas. Learning agendas facilitate lasting positive
impact on a business’ marketing activities on and off Meta technologies. A learning
agenda typically includes a sequenced list of key questions to be answered
through measurement.

GETTING STARTED

Identify business questions. Example questions:

• What is the incremental • Which strategies are • Which creative

impact of different driving incremental sales concepts resonate
investment levels? and reach? with key audiences?

Determine measurement method.

A/B TEST LIFT TEST

Compare two Measure the incremental

or more tactics effect a campaign on
with each other. short-term outcomes.
Version A Version B Control No control

Build learning plan.

B U S IN E S S Q U E S T IO N S S U C C E S S M E T R IC TEST METHOD T IM IN G

What is the incremental impact of Incremental

different investment levels? Conversion lift Q1
conversions

Which strategies are driving Incremental Conversion lift Q1

incremental sales and reach? conversions

Which creative concepts resonate Attributed

A/B Testing Q2
with key audiences? conversions

Learn and adapt.

• Apply and share your insights. • Aim to answer at least
one question a quarter.

25
 MULTIPLIERS MEASUREMENT

Marketing mix modeling

Marketing mix modeling (MMM) provides cross-media measurement to quantify
the value of marketing. MMM does not use any personal data for the analyses,
making it resilient to shifts in the changing ad landscape.

31%
WAYS TO GET STARTED

Third-party partner
of advertisers surveyed are
• Badged partners:
more likely to rely on MMM
Permission relevant ad
than MTA (multi-touch
accounts that allow MMM
attribution) alone.1
partners to pull reports.
• Non-badged partners: The
third party will need to sign
the access addendum.

Meta representative
• Sign the access addendum
and your Meta representative
will provide reports directly.
SUCCESS STORY

Self-serve BARK turned to the Meta

• Self-serve data feed (limited open source MMM code,
availability): Download data Robyn, to measure the
from Meta Ads reporting or effectiveness of its marketing
the Marketing API. spend and performance
• Robyn: An open source across channels. Guided by
and automated MMM code their MMM analysis, BARK
that supports in-house shifted their investment from
modeling needs. underperforming channels to
drive a 30% increase in
subscriptions.2

Source: 1. ”Marketing measurement in a world of change” by Deloitte

Digital. 2. Meta case study, Mar 2022. All results are self-reported and not
identically repeatable. Generally expected individual results will differ. 26