How does testing donor lookalike audience from HubSpot versus AVID Pathways compare
First Baptist Dallas
Experiment Summary
Ended On: 04/23/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
Historically, PTV uses HubSpot’s integration with Facebook to push HS lists into FB and create audiences. While HubSpot is a fantastic platform and has greatly increased the overall performance of PTV’s program, HS only has contacts with email addresses. This means we are unable to target contacts with no email addresses on file.
Recently, PTV signed up for AVID Pathways. AVID has the ability to pull in data from many, many different platforms and marry it all together. This means AVID has access to all donor data regardless of if they have an email or not on file. AVID Pathways is the method in which AVID is able to take the mass amount of data and create segments that can then be pushed into multiple systems, such as Facebook.
We decided to test the HubSpot Facebook integration versus the AVID Pathways Facebook integration to see which platform would convert the most donors. And to make things more interesting, we decided to do this through having Facebook create lookalike audience from HS’s connection and AVID’s connection.
PTV has a popular campaign promoting its book “Perfect Ending” therefore we took this offer and created 2 campaigns. For the control, we took HubSpot’s list of donors, pushed it into Facebook and created a 1% lookalike audience in Facebook. For the treatment, we took the AVID Pathway’s list of donors, pushed it into Facebook and created a 1% lookalike audience in Facebook.
Each variant used the same ad copy and creative, the only difference was the targeting efforts.
Research Question
We believe that using AVID Pathways connection to create donor lookalike audiences for Facebook will achieve a higher conversion rate in donations because AVID has more data points on donor and therefore can create better lookalike audiences.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | HubSpot Donor Lookalike | 0.06% | ||
| T1: | AVID Pathways Donor Lookalike | 0.14% | 143.5% | 99.8% |
This experiment has a required sample size of 10,768 in order to be valid. Since the experiment had a total sample size of 58,645, 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
× 143.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
We found that AVID Pathways saw a 143% increase in donations with a 99.8% level of confidence.
In additional we found that donors acquired from HubSpot cost $59.83 whereas AVID Pathway donors cost $27.48, this is a 54% decrease in cost with a 99% level of confidence.
With this information, PTV has updated all Facebook campaigns to utilize the AVID Pathways connection. We anticipate results to vary across segments and offers but we expect them to be positive changes.
In addition, just in this one test, a $500/mo. (max) AVID Pathway service saved PTV over $1K on acquisition.