An ecommerce brand decides to run a Facebook campaign, targeting men, to sell its recently released product. The company plans to run a single-cell Conversion Lift test to understand whether that campaign can achieve significant sales lift.

The Facebook pixel is correctly integrated on its website. It also recently released a mobile app with exclusive offers only available when a customer orders through the app. In the past, it has had a narrower target of men, ages 18-44, and it plans to use the same media weight that it has used in previous campaigns.

What is a potential issue that may affect the measurement of this campaign?

A travel company wants to know if it gets additional conversions by relying only on its direct response strategies, as opposed to combining each strategy with branding campaigns. The company continuously keeps track of each strategy's performance, but it measures them separately. Also, each strategy's measurement has its own KPI. These are the latest results:

• Branding campaigns:

• A benchmark of 35 Brand Lift tests, SI.70 USD per additional ad recaller

• An average of 125 conversions per campaign

• Direct response campaigns:

; A benchmark of 20 Lift tests, $2.50 USD per Conversion Lift - An average of 370 conversions per campaign

What should the company do to test if it gets more incremental conversions from relying only on direct response strategies?

A medium-sized travel business executes a digital strategy with a focus on building brand awareness for its new travel package. The advertiser runs a 4-cell Brand Lift test comparing the Engagement objective against other objectives. Assume the following results:

What strategy is most efficient to achieve the KPI?