Americans for Prosperity

How the Facebook attribution setting impacts revenue returns for donor acquisition campaigns

Experiment ID: #83114

Americans for Prosperity

Experiment Summary

Timeframe: 01/01/2022 - 01/23/2022

With so many changes to the performance of Facebook advertising due to new privacy adjustments from Apple (iOS 14.5), Americans for Prosperity wanted to experiment with the attribution settings for donor acquisition campaigns.

Online research points towards recommendations for the “7-Day View, 1-Day Click” or the “7-Day Click” attribution settings as “best practices” — so the question is: Which one drives the greatest ROI?

Research Question

Which attribution setting in Facebook advertising is the best at producing the highest ROI and lowest cost per outcome?

Design

C: 7-Day Click Attribution Setting
T1: 7-Day Click or 1-Day View Attribution Setting

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: 7-Day Click Attribution Setting $0.00 $17.50
T1: 7-Day Click or 1-Day View Attribution Setting $0.00 276.8% 98.0% $30.56

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 115.8% increase in conversion rate
× 74.6% increase in average gift
276.8% increase in revenue

Key Learnings

With a 97.6% level of confidence, we observed a +276.8% increase in revenue lift by using the “7-Day Click or 1-Day View” attribution setting over the “7-Day Click” attribution setting in donor acquisition campaigns in Facebook advertising.

Here is how the other key performance indicators along the path to driving revenue turned out, as well:

  • The treatment produced a decrease in clickthrough rate of -3.5% (LoC: 68.1%) — note that this did not validate.
  • The treatment slightly increased the email signup rate by +3.1% (LoC: 37.8%) — note that this did not validate.
  • The treatment drove a +115.8% increase in donor conversion rate (LoC: 81.4%) — note that this did not fully validate, but is what we would consider a “directional learning” at that level of confidence rate.

Anecdotally, it’s worth noting that the greatest amount of data that is returned to the algorithm to parse through, learn, and refine its audience targeting is the treatment attribution modeling option (7-Day Click or 1-Day View), which is what likely drove the greater response rates, which also contributed to the increase in revenue found within this study.

Our recommendation is that this is the attribution model we use moving forward.


Experiment Documented by Greg Colunga
Greg Colunga is Executive Vice President at NextAfter.

Question about experiment #83114

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