How the purchase conversion pixel impacts donor acquisition
Experiment ID: #10687
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 02/13/2019 - 03/13/2019
The Missionary Oblates of Mary Immaculate launched a Facebook campaign to promote an offer called Lenten Prayers. Historically, the campaigns have been optimized for email conversion using a custom conversion in Facebook. In recent months, Facebook released a new Purchase pixel conversion that allows you to optimize the campaign off of people who donate. We tested this new approach against the name conversion optimization.
Research Question
What is the impact of Facebook’s purchase conversion on conversion and revenue?
Design
C: 2019 Lenten Prayers Offer
Array
(
[0] => Array
(
[ID] => 36760
[id] => 36760
[title] => 2019_Lenten_Prayers_Offer.jpg
[filename] => 2019_Lenten_Prayers_Offer-1.jpg
[filesize] => 102008
[url] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[link] => https://www.nextafter.com/experiments/how-the-purchase-conversion-pixel-impacts-donor-acquisition/attachment/2019_lenten_prayers_offer-jpg-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 2019_lenten_prayers_offer-jpg-2
[status] => inherit
[uploaded_to] => 17079
[date] => 2022-10-14 15:25:35
[modified] => 2022-10-14 15:25:35
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 502
[height] => 591
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-255x300.jpg
[medium-width] => 255
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[medium_large-width] => 502
[medium_large-height] => 591
[large] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[large-width] => 502
[large-height] => 591
[1536x1536] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[1536x1536-width] => 502
[1536x1536-height] => 591
[2048x2048] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[2048x2048-width] => 502
[2048x2048-height] => 591
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[tp-image-grid-width] => 502
[tp-image-grid-height] => 591
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[full-width] => 502
[full-height] => 591
[thumb_372] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-372x438.jpg
[thumb_372-width] => 372
[thumb_372-height] => 438
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[single_post_thumbnail-width] => 502
[single_post_thumbnail-height] => 591
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-41x48.jpg
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-109x128.jpg
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-57x67.jpg
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-130x153.jpg
[thumb_153_153-width] => 130
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-130x153.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 153
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-150x177.jpg
[thumb_232_177-width] => 150
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[thumb_272_325-width] => 502
[thumb_272_325-height] => 591
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-271x319.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 319
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-230x271.jpg
[thumb_271_271-width] => 230
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-146x172.jpg
[thumb_272_172-width] => 146
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-372x438.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 438
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-372x438.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 438
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-229x270.jpg
[thumb_385_270-width] => 229
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-205x241.jpg
[thumb_416_241-width] => 205
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-348x410.jpg
[thumb_448_410-width] => 348
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[thumb_448_410_retina-width] => 502
[thumb_448_410_retina-height] => 591
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-324x382.jpg
[thumb_574_382-width] => 324
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-336x395.jpg
[thumb_776_395-width] => 336
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[gform-image-choice-sm-width] => 255
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[gform-image-choice-md-width] => 340
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[gform-image-choice-lg-width] => 502
[gform-image-choice-lg-height] => 591
)
)
[1] => Array
(
[ID] => 36763
[id] => 36763
[title] => 2019_Lenten_Prayers_Offer_-_Purchase_Optimization.jpg
[filename] => 2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[filesize] => 102008
[url] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[link] => https://www.nextafter.com/experiments/how-the-purchase-conversion-pixel-impacts-donor-acquisition/attachment/2019_lenten_prayers_offer_-_purchase_optimization-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 2019_lenten_prayers_offer_-_purchase_optimization-jpg-3
[status] => inherit
[uploaded_to] => 17079
[date] => 2022-10-14 15:25:58
[modified] => 2022-10-14 15:25:58
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 502
[height] => 591
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-255x300.jpg
[medium-width] => 255
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[medium_large-width] => 502
[medium_large-height] => 591
[large] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[large-width] => 502
[large-height] => 591
[1536x1536] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[1536x1536-width] => 502
[1536x1536-height] => 591
[2048x2048] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[2048x2048-width] => 502
[2048x2048-height] => 591
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[tp-image-grid-width] => 502
[tp-image-grid-height] => 591
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[full-width] => 502
[full-height] => 591
[thumb_372] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-372x438.jpg
[thumb_372-width] => 372
[thumb_372-height] => 438
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[single_post_thumbnail-width] => 502
[single_post_thumbnail-height] => 591
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-41x48.jpg
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-109x128.jpg
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-57x67.jpg
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-130x153.jpg
[thumb_153_153-width] => 130
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-130x153.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 153
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-150x177.jpg
[thumb_232_177-width] => 150
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[thumb_272_325-width] => 502
[thumb_272_325-height] => 591
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-271x319.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 319
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-230x271.jpg
[thumb_271_271-width] => 230
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-146x172.jpg
[thumb_272_172-width] => 146
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-372x438.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 438
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-372x438.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 438
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-229x270.jpg
[thumb_385_270-width] => 229
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-205x241.jpg
[thumb_416_241-width] => 205
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-348x410.jpg
[thumb_448_410-width] => 348
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[thumb_448_410_retina-width] => 502
[thumb_448_410_retina-height] => 591
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-324x382.jpg
[thumb_574_382-width] => 324
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-336x395.jpg
[thumb_776_395-width] => 336
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[gform-image-choice-sm-width] => 255
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[gform-image-choice-md-width] => 340
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[gform-image-choice-lg-width] => 502
[gform-image-choice-lg-height] => 591
)
)
)
T1: 2019 Lenten Prayers Offer - Purchase Optimization
Array
(
[0] => Array
(
[ID] => 36760
[id] => 36760
[title] => 2019_Lenten_Prayers_Offer.jpg
[filename] => 2019_Lenten_Prayers_Offer-1.jpg
[filesize] => 102008
[url] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[link] => https://www.nextafter.com/experiments/how-the-purchase-conversion-pixel-impacts-donor-acquisition/attachment/2019_lenten_prayers_offer-jpg-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 2019_lenten_prayers_offer-jpg-2
[status] => inherit
[uploaded_to] => 17079
[date] => 2022-10-14 15:25:35
[modified] => 2022-10-14 15:25:35
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 502
[height] => 591
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-255x300.jpg
[medium-width] => 255
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[medium_large-width] => 502
[medium_large-height] => 591
[large] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[large-width] => 502
[large-height] => 591
[1536x1536] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[1536x1536-width] => 502
[1536x1536-height] => 591
[2048x2048] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[2048x2048-width] => 502
[2048x2048-height] => 591
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[tp-image-grid-width] => 502
[tp-image-grid-height] => 591
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[full-width] => 502
[full-height] => 591
[thumb_372] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-372x438.jpg
[thumb_372-width] => 372
[thumb_372-height] => 438
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[single_post_thumbnail-width] => 502
[single_post_thumbnail-height] => 591
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-41x48.jpg
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-109x128.jpg
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-57x67.jpg
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-130x153.jpg
[thumb_153_153-width] => 130
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-130x153.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 153
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-150x177.jpg
[thumb_232_177-width] => 150
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[thumb_272_325-width] => 502
[thumb_272_325-height] => 591
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-271x319.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 319
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-230x271.jpg
[thumb_271_271-width] => 230
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-146x172.jpg
[thumb_272_172-width] => 146
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-372x438.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 438
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-372x438.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 438
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-229x270.jpg
[thumb_385_270-width] => 229
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-205x241.jpg
[thumb_416_241-width] => 205
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-348x410.jpg
[thumb_448_410-width] => 348
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[thumb_448_410_retina-width] => 502
[thumb_448_410_retina-height] => 591
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-324x382.jpg
[thumb_574_382-width] => 324
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1-336x395.jpg
[thumb_776_395-width] => 336
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[gform-image-choice-sm-width] => 255
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[gform-image-choice-md-width] => 340
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer-1.jpg
[gform-image-choice-lg-width] => 502
[gform-image-choice-lg-height] => 591
)
)
[1] => Array
(
[ID] => 36763
[id] => 36763
[title] => 2019_Lenten_Prayers_Offer_-_Purchase_Optimization.jpg
[filename] => 2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[filesize] => 102008
[url] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[link] => https://www.nextafter.com/experiments/how-the-purchase-conversion-pixel-impacts-donor-acquisition/attachment/2019_lenten_prayers_offer_-_purchase_optimization-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 2019_lenten_prayers_offer_-_purchase_optimization-jpg-3
[status] => inherit
[uploaded_to] => 17079
[date] => 2022-10-14 15:25:58
[modified] => 2022-10-14 15:25:58
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 502
[height] => 591
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-255x300.jpg
[medium-width] => 255
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[medium_large-width] => 502
[medium_large-height] => 591
[large] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[large-width] => 502
[large-height] => 591
[1536x1536] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[1536x1536-width] => 502
[1536x1536-height] => 591
[2048x2048] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[2048x2048-width] => 502
[2048x2048-height] => 591
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[tp-image-grid-width] => 502
[tp-image-grid-height] => 591
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[full-width] => 502
[full-height] => 591
[thumb_372] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-372x438.jpg
[thumb_372-width] => 372
[thumb_372-height] => 438
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[single_post_thumbnail-width] => 502
[single_post_thumbnail-height] => 591
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-41x48.jpg
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-109x128.jpg
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-57x67.jpg
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-130x153.jpg
[thumb_153_153-width] => 130
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-130x153.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 153
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-150x177.jpg
[thumb_232_177-width] => 150
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[thumb_272_325-width] => 502
[thumb_272_325-height] => 591
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-271x319.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 319
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-230x271.jpg
[thumb_271_271-width] => 230
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-146x172.jpg
[thumb_272_172-width] => 146
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-372x438.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 438
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-372x438.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 438
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-229x270.jpg
[thumb_385_270-width] => 229
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-205x241.jpg
[thumb_416_241-width] => 205
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-348x410.jpg
[thumb_448_410-width] => 348
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[thumb_448_410_retina-width] => 502
[thumb_448_410_retina-height] => 591
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-324x382.jpg
[thumb_574_382-width] => 324
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2-336x395.jpg
[thumb_776_395-width] => 336
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[gform-image-choice-sm-width] => 255
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[gform-image-choice-md-width] => 340
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/2019_Lenten_Prayers_Offer_-_Purchase_Optimization-2.jpg
[gform-image-choice-lg-width] => 502
[gform-image-choice-lg-height] => 591
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | 2019 Lenten Prayers Offer | 0.08% | ||
| T1: | 2019 Lenten Prayers Offer - Purchase Optimization | 0.32% | 284.6% | 100.0% |
This experiment has a required sample size of 2,258 in order to be valid. Since the experiment had a total sample size of 170,916, 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
× 284.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
By using Facebook's purchase conversion, we were able to significantly impact instant donor conversion. In fact, this conversion event increased instant donor conversion by 284.6%! The results of this experiment dramatically changed the method in which we view and execute paid acquisition campaigns moving forward.
The purchase conversion allows Facebook to pull in additional purchase data to optimize the campaign instead of relying on a singular conversion metric that we tell it to do.