Advertisers were introduced to a new conversion boost study in the latest Google Ads how-to video.

The guide covers conversion boost and how to set it up in Google Ads.

What is Conversion Lift and how does it work?

Conversion Lift measures how many conversions your ads caused that would not have happened without ads.

Google’s conversion boost solution combines several measurement tactics, including:

• Multi-touch attribution
• incrementality experiments
• Marketing Mix Models

Conversion Boost is set up as a controlled experiment within the Google Ads interface that divides your audience into two groups:

• A group that receives ads (Control)
• A group that doesn’t receive ads (Experiment)

The experiment can separate audiences based on random user selection or based on geography.

Conversion Lift is available for Video, Discovery, and App campaigns.

Why Use Conversion Lift?

In the Google tutorial video, adoption began with three major pain points in today’s marketing measurement.

• Customer journeys are more complex. Because people interact with ads across multiple platforms, it’s sometimes difficult or impossible to connect the dots into a single user journey.
• Cookie-based measurement continues to decline. As a result, marketers have less insight into what works (and what doesn’t).
• Marketers are expected to do more with less. At the same time, they are increasingly questioned as to the need for profitability.

How to set up conversion boost

The tutorial video included step-by-step instructions based on user segregation.

Step 1:

In the Google Ads interface, navigate to the top menu. Click Tools & Settings >> Measurement >> stroke measurement.

Then click “+” to start a new study.

Step 2:

Choose whether to base your study on users or by geography:

Next, you can choose which campaigns to run in this study.

Then select your start and end date.

Finally, review the feasibility to estimate the likelihood of your study yielding results.

Photo credit: Google Ads tutorial YouTube video, December 2022

Once saved, the Conversion Uplift Study will automatically start measuring uplift on the start date you chose.

Conversion increase metrics

Google offers three metrics that advertisers can measure with this study:

• Incremental Conversions
• Incremental conversion value
• Relative conversion increase

You’ll need access from your Google Accounts team to get started, as this hasn’t rolled out to all accounts yet.

Check out the full conversion boosting tutorial below:

https://www.youtube.com/watch?v=-ZoAazb-_cE