Estimate Lift and Significance in Facebook Ad Campaigns
MetaData Scientist · Onsite
Last updated
Meta statistics prompt on Facebook ad conversion lift, covering absolute and relative lift, two-proportion tests, confidence intervals, power for 5% relative lift, and Bayesian beta-binomial reframing.
Scenario
An advertiser is running campaigns on Facebook and wants to know whether the ads increased conversions compared with an unexposed control group.
Question
Given conversion counts and exposures for test and control groups, how would you estimate the lift and its statistical significance? How large a sample is required to detect a 5% lift at 90% power? If the London stakeholder asks for a Bayesian approach, how would you re-frame the analysis?
Hints
Two-proportion z-test or Bayesian posterior for lift; power calculation formula.
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