What aspect does a conversion lift test primarily measure?

A conversion lift test is designed to specifically measure the direct impact that advertising efforts have on generating purchases or conversions. This type of test typically involves comparing a group exposed to the advertisements against a control group that is not exposed. By analyzing the difference in conversion rates between these two groups, marketers can derive insights into how effectively their ads influence consumer behavior.

This metric is crucial for advertisers as it provides a clear picture of the return on investment from their ad spend. Understanding the direct effects of ad campaigns on actual conversions helps in optimizing future strategies and allocating budgets more effectively.

The other options do not focus on measuring the outcomes related to purchases or conversions. While ad impressions, engagement with video content, and social media following growth are important metrics in digital marketing, they do not provide the specific insights into conversion efficacy that a conversion lift test aims to establish.