What is a lift test?
A lift test is an experiment that compares an exposed group with a control group that wasn't shown your ads, to measure how many additional conversions the ads caused. The result is usually reported as lift.
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How a lift test works
Some ad platforms offer built-in lift studies. They randomly assign people to see your ads or not, then compare conversions between the groups once the test ends.
You can also run your own, using a holdout of your audience or a geo experiment. The principle is the same: a fair comparison between exposed and unexposed groups.
Getting a reliable result
Plan the test before it starts. Decide the metric, the length, and the sample size you need, then avoid changing budgets or creative mid-test.
Platform lift studies may have minimum spend or audience requirements, which vary by platform. Treat a result as one data point and repeat the test when you can.
Common questions
What is the difference between a lift test and an A/B test?
An A/B test compares two versions of something, such as two ads. A lift test compares exposure with no exposure to measure what the ads added.
What can a lift test measure?
Common outcomes include conversions, sales, brand awareness, and ad recall, depending on the platform and the test design.
How long should a lift test run?
Long enough to gather enough conversions and cover your buying cycle. Platforms and test designs differ, so plan the length with your expected sample size in mind.
Are lift tests worth the cost?
They have a cost, since some people go without ads and the setup takes time. For large budgets or doubtful channels, the clarity is often worth it.
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