How do Meta Lead Ads compare to typical content offer funnels
Experiment ID: #193500
Pathway to Victory
Experiment Summary
Timeframe: 12/01/2022 - 05/31/2023
PTV is the broadcast ministry of First Dallas.
In an effort to find new way to acquire cheaper names and donors, we decided to test Meta Lead Ads for PTV’s top performing content offer.
In the normal funnel set up, a user clicks the Facebook ad, is directed to a landing page on the orgs website where they are asked to complete a form of First Name, Last Name and Email. Once the form is completed the visitor will receive the offer in their inbox and they are redirected to a donation page where they can make a gift to ensure more resources are produced and made available.
In the Meta Lead Ad version, users never leave the Facebook app. The form is completed in the app and the funnel ends with an option to click a button to learn more about the org and therefore make a donation.
Research Question
We believe that by trying out new forms of acquisition for paid media audiences will achieve better acquisition rates because we are staying on the cutting edge of trends.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.62% | ||
| T1: | Treatment 1 | 0.97% | 56.2% | 100.0% |
This experiment has a required sample size of 5,280 in order to be valid. Since the experiment had a total sample size of 729,589, 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
× 56.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment showed a 56% increase in the number of names acquired for this offer at a 100% level of confidence. While this method would show great potential as a method for new name acquisition, our ultimate goal is to acquire donors. We conducted this experiment across multiple and for all offers we saw a valid decrease in donations anywhere from 50-75%. Due to this, we decided to stick with the traditional funnel and optimize it to get the best results we can.