What does a self-serve conversion lift test measure?

A self-serve conversion lift test is designed specifically to measure the incremental performance of a particular ad campaign. This type of test evaluates how well an advertising campaign drives conversions compared to a control group that did not see the ads. By isolating the effects of the campaign, marketers can determine the true impact of their advertising efforts on user behavior, such as purchases or sign-ups.

This approach allows advertisers to gather insightful data that can inform future campaigns, budget allocations, and overall strategy. By understanding the incremental performance—essentially how many additional conversions were generated as a direct result of the advertising—brands can make more data-driven decisions.

While options about hardware performance, total audience reach, and engagement levels may provide valuable insights into different aspects of advertising or media performance, they do not capture the primary objective of a conversion lift test, which focuses on measuring the direct impact that a specific campaign has on conversion outcomes.