The Missionary Oblates of Mary Immaculate
How combining audiences in Facebook campaigns affects efficiency in donor acquisition
Experiment ID: #47269
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 02/02/2021 - 02/28/2021
The Facebook campaigns for the Missionary Oblates had multiple ad sets for similar audiences. For instance, they Catholic online, Knights of Columbus, Catholic and Proud, were all separate ad sets in Facebook, but are all Catholic audiences. In Facebook it’s more efficient to have ad sets with a larger reach because Facebook is more likely to spend money in a larger ad set. So we hypothesized that combining those smaller ad sets into one big Catholic ad set would increase efficiency and lower cost per donor. We tested a campaign with their broken out ad sets against a campaign with combined ad set of a common audience.
Research Question
Combining common ad sets into larger audiences in a Facebook campaign will increase donor conversion and decrease cost per donor.
Design
C: Separate Audiences
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[medium-width] => 300
[medium-height] => 50
[medium_large] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-768x128.png
[medium_large-width] => 640
[medium_large-height] => 107
[large] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-1024x171.png
[large-width] => 640
[large-height] => 107
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-1536x257.png
[1536x1536-width] => 1536
[1536x1536-height] => 257
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-2048x343.png
[2048x2048-width] => 2048
[2048x2048-height] => 343
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 117
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-50x8.png
[admin-width] => 50
[admin-height] => 8
[full] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences.png
[full-width] => 2774
[full-height] => 464
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-372x62.png
[thumb_372-width] => 372
[thumb_372-height] => 62
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-980x164.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 164
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-32x5.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 5
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-48x8.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 8
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-64x11.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 11
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-128x21.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 21
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-122x20.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 20
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-153x26.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 26
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-130x22.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 22
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-232x39.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 39
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-544x91.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 91
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-271x45.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 45
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-271x45.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 45
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-272x45.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 45
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-372x62.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 62
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-372x62.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 62
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-385x64.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 64
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-416x70.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 70
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-448x75.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 75
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-896x150.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 150
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-574x96.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 96
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences-776x130.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 130
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 50
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 67
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Combined_Audiences.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 100
)
)
)
Results
This experiment has a required sample size of
286,068 in order to be valid. Since the experiment had a total sample size of
302,364, and
the level of confidence is not above 95%
the experiment results are
not valid.
Key Learnings
As the results show, Facebook had to reach fewer people with combined ad sets. It did increase donor acquisition by 18%, but it did not reach validity, with only 84% level of confidence. However, this did not decrease the cost per donor. In fact, the cost per donor was 3% higher with the test campaign that combined audiences in the ad set. And it decreased the ROI by 9%. We will need to look at new ways to test and optimize Facebook audiences.