Will using a standard Facebook conversion event increase volunteers?
Care Net
Experiment Summary
Timeframe: 03/27/2019 - 04/24/2019
We found that using Facebook’s standard “purchase” conversion, significantly increased our donor conversion on our 4 acquisition campaigns. So, we hypothesized that this may improve our conversion on our volunteer campaign as well. So, we launched a Test and Learn in Facebook where one volunteer campaign was optimizing for our custom volunteer conversion and the other for a standard “lead” conversion event.
Research Question
Will using a Facebook Standard Conversion improve the number of volunteer signups on our volunteer campaign?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | MLD Pledge | 0.67% | ||
| T1: | MLD Pledge - Standard Lead | 0.46% | -31.4% | 95.9% |
This experiment has a required sample size of 9,905 in order to be valid. Since the experiment had a total sample size of 21,105, 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
× 31.4% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Unlike our other tests, on the volunteer campaign, a custom conversion performed better. I believe that this is due to the uniqueness of the volunteer conversion we are optimizing for compared to a standard “lead” event. Donations are essentially purchases, so the standard purchase event worked better on our donor acquisition campaigns.