Does running brand ads impact CYE donations on Facebook
Experiment ID: #165357
Pathway to Victory
Experiment Summary
Timeframe: 12/01/2023 - 12/31/2023
Pathway to Victory is the broadcast ministry of First Dallas.
December is always a key month for nonprofit fundraising. PTV is no different. Every December, PTV offers a Daily Devotional for the next year as well as a matching challenge.
For this year, on Facebook, we decided to run brand ads to see if this would increase the number of donations.
For the set up, we did 2 campaigns in Facebook.
The control ran Dec 1-31 with ads promoting the Daily Devotional and matching challenge.
The treatment ran Dec 1-15 with brand ads (no ask) just ads about PTV optimized for reach. Then from Dec 16-31 this campaign ran the same Daily Devotional and matching challenge ads.
Research Question
We believe that by running brand ads for Facebook traffic will achieve a higher conversion rate because there will be brand awareness and knowledge of who PTV is.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | PTV DA Daily Devotional 2024 - Control | 0.03% | ||
| T1: | PTV DA Daily Devotional 2024 CYE 2023 - treatment | 0.03% | 16.1% | 81.0% |
This experiment has a required sample size of 1,269,417 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are as follows: 1. **Brand awareness can positively impact conversion rates:** The treatment group, which focused on brand ads rather than direct ask ads, saw a 16.1% increase in Purchases for All Traffic. This indicates that building brand awareness through ads can lead to higher conversion rates. 2. **Variations in different metrics:** Clicks experienced a significant decrease, while Complete Registrations saw a substantial increase during the treatment phase. Cost per Click, Cost per Registration, and Cost per Purchase also showed notable changes. Additionally, there were decreases in purchases across different visitor types (65+, Mobile, Tablet, Desktop, Female, and Male visitors). 3. **Statistical confidence levels:** While the changes in metrics were significant, the statistical confidence levels were not high enough (85% or above) to consider the results valid for future decision-making. In future experimentation, it is important to consider the following: 1. **Consider longer test durations:** Running experiments for a longer duration may help in achieving higher statistical confidence levels, providing more reliable results for decision-making. 2. **Diversify test approaches:** While brand awareness seems to have a positive impact on conversion rates, it is essential to continue testing different strategies to find the most effective approach for fundraising campaigns. 3. **Segmentation analysis:** Understanding the impact of different visitor types on conversion rates can help tailor campaigns to specific audiences, potentially increasing overall effectiveness. Overall, while the experiment showed promising results in terms of the impact of brand ads on conversion rates, it is crucial to conduct further analysis and experiments with higher statistical confidence levels before making significant decisions based on these findings.