How using the Facebook purchase event impacts instant donor conversion Experiment ID: #13233

Care Net

Experiment Summary

Timeframe: 1/24/2019 - 2/25/2019

Care Net offers people the opportunity to take a free online course called, Choosing Life. This online course gets promoted through paid Facebook ads. We have continually been optimizing the acquisition funnel in an effort to decrease name and donor acquisition cost and increase conversion. While we have been able to significantly impact name conversion, instant donor conversion hasn’t been as strong. All of the Facebook campaigns were set up using Facebook’s custom conversion event. This event was based on the email form submission. We hypothesized that testing this conversion event with Facebook’s purchase conversion might help improve instant donor conversion.

Research Question

Would the purchase event in Facebook help increase instant donor conversion?

Design

C: Custom Conversion Optimization
T1: Purchase Optimization

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Custom Conversion Optimization 0.02%
T1: Purchase Optimization 0.18% 660.7% 100.0%

This experiment has a required sample size of 2,983 in order to be valid. Since the experiment had a total sample size of 31,118, 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
× 660.7% 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 661%! 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.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.