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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T1: Combined Audiences
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[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

  Treatment Name Conv. Rate Relative Difference Confidence
C: Separate Audiences 0.09%
T1: Combined Audiences 0.11% 18.0% 84.0%

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.


Experiment Documented by NextAfter

Question about experiment #47269

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.