Introducing two new products to measure incremental lift on Reddit
Introducing Reddit Brand Lift and Reddit Conversion Lift to help advertisers measure incrementality
For several years, we have partnered with a number of ad measurement partners to help build products and services that enable advertisers to understand and improve the effectiveness of their campaign media on Reddit. While these partners continue to be critical to our measurement ecosystem, brands and agencies are consistently seeking first-party tools from Reddit for their speed, ease of deployment, and lower cost of entry.
Of course, all advertisers have access to dozens of metrics around campaign delivery and performance in the Reddit Ads Manager, but what many advertisers want to see is a more scientific analysis of the incremental impact created by their campaign.
For these reasons, we’re excited to announce the launch of our in-house Reddit Brand Lift and Reddit Conversion Lift solutions to help advertisers measure the incremental benefit of their Reddit campaigns.
Reddit Brand Lift
In an effort to scale and speed-up brand measurement to the increasing number of advertisers on Reddit, we’re introducing Reddit Brand Lift, a new first-party solution that measures the incremental impact that Reddit ads have on attitudes and perceptions of an advertiser’s brand.
Reddit Brand Lift uses an approach based on randomized controlled trial - similar to how scientists test the efficacy of medical treatments. It is reported by question and results can be analyzed by:
- Ad format (e.g. image versus video)
- Buying method (auction versus takeover)
- Targeting groups
- Creative groups
- Placement (e.g. feed versus conversation)
- Platform (mobile versus desktop)
- Video lengths
- Different CTA buttons (e.g. Learn More versus Shop Now)
- Interest Groups, and other segmentation groups collected through our survey
We have partnered with Kantar to provide brand measurement for over five years and will continue to do so, as we believe that third-party validation of Reddit performance is a critical component of the measurement toolkit.
Reddit Conversion Lift
Many advertisers use Reddit to drive a specific conversion or sales outcome, including app installs, online sales, in-store sales, foot traffic, and TV tune-in...
One of the reasons why we work with a large number of measurement partners is so we can build solutions that analyze Reddit ad exposure data alongside data across industry verticals from market-leading partners.
However, many advertisers own their conversion data. Retail advertisers who measure sales, mobile app advertisers who measure installs, or tech advertisers who measure subscriptions all seek diagnostic analysis of their conversions and sales outcomes. To empower advertisers like these to validate their investment, optimize their performance, and inform their attribution models, we have built Reddit Conversion Lift.
Reddit Conversion Lift uses the same experimental design as Reddit Brand Lift, but instead of delivering a survey, we analyze the lift in conversion events shared via the Reddit Pixel, Conversions API, and/or Mobile Measurement Partner (MMP) integration. Through statistical inference, we are able to provide insight into the following metrics:
- Lift in total conversions per user
- Lift in penetration rate (unique users who converted)
- Lift in revenue per user
- Total incremental conversions/converters/revenue
- Cost per increment conversion/converter (iCPA)
- Incremental return on ad spend (iROAS)1
Beyond the overall results, we can also segment lift results based on various attributes (e.g. placement, format, platform, creative, targeting).
In order to use Reddit Conversion Lift, advertisers need to use the Reddit Pixel or Conversions API. Visit our Help Center for guidance on how to install the Reddit pixel, how to use the Conversions API, and information about setting up third party measurement on Reddit.
For now, Reddit Brand Lift and Reddit Conversion Lift are available in the US, Canada, UK, Germany, and Australia. We look forward to expanding its reach into more countries soon.
This is only the start of our investment in first-party measurement solutions. We know that many advertisers want to run more sophisticated multi-cell experiments to assess different campaigns and analyze the incremental lift that different creative strategies, targeting optimizations, or media planning can deliver. We are working on this and other new features and hope to update you in 2024.
1 If revenue meta-data is shared with conversion events