How combining offers into one campaign in Facebook affects donor acquisition
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 08/08/2020 - 09/07/2020
The Focus acquisition team was running multiple different video series offers on Facebook, which meant that those budgets were competing with each other in the Facebook market. For instance the Raising Kids to Defend Your Faith video series was competing against the Hope for Your Hurting Marriage series, because they were targeting the same audience but different budgets to acquire within those audiences. We wanted to test combining those offers into one campaign to see if that increase efficiency in donor acquisition. So we did a split test, testing four single video series offer campaigns against one campaign with ads for all four of the video offers in it.
Research Question
Reducing competition in our own campaigns will increase efficiency
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.05% | ||
| T1: | Treatment #1 | 0.07% | 43.6% | 100.0% |
This experiment has a required sample size of 99,700 in order to be valid. Since the experiment had a total sample size of 998,400, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 43.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
This test resulted in a 43% increase in donor conversion, meaning that Facebook had to show the ads to fewer people in order to get them to sign up and donate. That resulted in a 9% difference in cost per donor, cutting it down from a $22.64 cost per donor to a $20.42 cost per donor.