Facebook's Lift API - Advertisers New Scale Tool

Measurement tools have become an integral part of advertising world today. Marketing professionals want to gauge their ad effectiveness as precisely as possible amidst brutal competition. Facebook’s new measurement tool ‘Lift API’ is an initiative in this direction that allows brands to create their own measurement metrics for conversion rate, sales, and mobile app installs.

The tool which is built on the Lift measurement technique, announced by Facebook in January 2015 gives a new level of control over performance measurement to third parties like marketers and marketing tech companies. It will also allow them to better understand which ads led to conversions (sales, forms filled out, etc.) due to cookies.

"People discover products in new places, they're using multiple devices on their path to purchase, and they're purchasing both in-store and online, making it difficult for advertisers to understand which of their advertising efforts are working. Measuring through cookies and clicks fail advertisers, as information produced based on these methods can mislead advertisers about how well their ads are working or how people get from discovery to purchase. That's why we believe in people-based measurement and measurement methodologies, which more accurately show which ads are driving business value," a company representative told Adweek.

Facebook is also testing new domains in its ad reporting, which "will help advertisers understand which ads people saw or clicked on before a bottom-funnel conversion, such as making a purchase or becoming a qualified lead," representative added.

Measurement across all marketing channels- offline and online- has become a common subject of conversation among industry insiders. Recently, Nielsen Catalina Solutions and Time Inc. launched a new measurement tool to help marketers and publishers attribute print ads to offline sales.