How Target ROAS settings in Facebook didn’t impact the email registration rate
Experiment ID: #16094
The Heritage Foundation
Experiment Summary
Timeframe: 04/12/2019 - 05/10/2019
When The Heritage Foundation launched a new ebook offer, we wanted to test the viability of increased ROI and donor conversion rate efficiency by installing a competitive “Target ROAS” campaign to split target audience traffic.
Research Question
Would “Target ROAS” improve results for the offer in terms of leads generated, donors acquired and/or dollars raised?
Design
C: Religious Freedom Booklet - Lowest Cost (Acq.)
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Religious Freedom Booklet - Lowest Cost (Acq.) | 0.93% | ||
| T1: | Religious Freedom Booklet - Target ROAS (Acq.) | 0.94% | 1.6% | 19.9% |
This experiment has a required sample size of 3,046,625 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
With only a 19.8% level of confidence, we were only able to notice a 1.6% increase in email registration rate.
Although the campaign served only about 1/3 the number of impressions and percentage-wise was about even with the “Lowest Cost” campaign type, we saw costs continue to scale with donation results flatline. For that reason, we decided to turn off this treatment to the traffic split and focus on creating the volume we needed at this time.
We may reconsider adding a “Target ROAS” element to this campaign in the future, but for now it appears that the best approach is to let the algorithm create results from the “lowest cost” setting.