Case Studies

UNICEF Argentina implemented Conversions API for their main conversion events such as donations and is now able to measure the impact of their fundraising campaigns on incremental donations via Meta's measurement solution: Conversion Lift. This experimental study randomly allocated the audience to either a test group (exposed to an ad) or to a control group (not exposed to an ad) and statistically calculated the difference in conversions generated by both groups. While the control group became an indication of UNICEF's baseline audience (i.e. people who would have donated even without seeing the ad), the test group represented UNICEF's incremental audience (i.e. people who donated because they saw the ad).

UNICEF launched a fundraising campaign with the goal of raising donations across 8 campaigns with conversion objectives using the donate parameter and decided to run a Conversion Lift study to understand how many incremental donations the campaign generated - on top of their other conversion activities.

The Conversion Lift Study showcased the test group exposed to the ad campaign donated 41.7% more than the control group not exposed. The campaign generated an additional 499 donations meaning that UNICEF can continue to scale this ad strategy.