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