Conversion Lift Analysis (Beta)

A description of Primer's Conversion Lift Analysis, a new feature in beta

What is Conversion Lift Analysis?

Conversion Lift Analysis is a beta feature designed to help you measure the true impact of your Primer-powered campaigns. It uses advanced data science to classify audience records into two key groups:

• Exposed Group: Records with a high likelihood of matching to ad platforms, likely to have seen your ads.

• Control Group: Records with a very low likelihood of matching, serving as a baseline as they won’t see your ads.

By comparing the conversion rates of these two groups, you can determine the incremental lift in conversions attributed to your ads—a concept known as incrementality.

PRE-REQUISITE: Install the Primer Pixel which you can find in Settings.

See installation instructions here.

Why is Incrementality Important?

Traditional touch-based attribution methods (e.g., UTM parameters, first-touch, last-touch) have limitations, particularly in cross-device scenarios. For example, a user might see your ad on Instagram (mobile) and later convert on desktop without the Instagram ad receiving credit.

Conversion Lift Analysis overcomes this by providing a more comprehensive view of your ad’s impact, independent of device or channel tracking. Incrementality testing is what’s beyond first-touch and last-touch attribution.

How Does It Work?

Prerequisites for Running a Conversion Lift Analysis:

1. Install the Primer Pixel: Your personalized script is in the Settings page. Installation instructions are here.
2. Audience Overlap with Conversions: Your targeted audience in Primer should closely align with your target ICP (Ideal Customer Profile) to ensure a meaningful overlap with actual conversions (e.g., signups, demo requests).

3. Selecting the Right Metric: Choose an upper-funnel metric with a high volume of conversions. Common examples include

   • Website form submissions (e.g., signups, demo requests)

   • Email replies (if supporting outbound SDR efforts)

   • Opportunities, if high-volume

4. Sufficient Conversion Volume: To achieve statistical significance, your total conversion volume should be at least 3-5% of your audience size. For example, with an audience of 20,000, aim for around 600-1000 conversions, ideally. The analysis can be done with less but statistical significance may be harder to prove.

5. Post-Campaign Analysis Period: Ensure the analysis period covers conversions after your Primer-powered campaigns have launched. Avoid analyzing conversions prior to the campaign for a clean test.

6. Stable Audience Membership: Audience composition should remain consistent during the analysis period for accurate comparisons between control and exposed groups.

How to Request a Conversion Lift Analysis

To request an analysis, follow these steps:

1. Contact Support: Reach out to our support team ([e-mail]) to coordinate. We’ll sync with you to review your campaign details, conversion volumes, and timeline.

2. Share Conversion Data: Once ready, provide a list of conversions during the analysis period.

3. Receive Your Report: We’ll deliver a detailed report showing the Conversion Lift between the control and exposed groups

Example Analysis

1. Re-run as Needed: We’re happy to rerun analyses periodically to help you measure ongoing campaign impact.

Learn More: For a deeper dive into incrementality testing, check out our blog post here.