Facebook Attribution and Advanced Measurement Guide

Understand
where your
clients are in their
measurement
journey
Measure business
objectives with
rigor for
actionable insights
Leverage your
Facebook Partner
Manager to evolve
your clients’
business
Table of Contents
Facebook Measurement Philosophy 2
Addressing Your Clients’ Needs 4
When to Use What Testing Strategy* 5
When to Use What Strategy 6
When to Use What Strategy: Conversion Lift 7
When to Use What Strategy: Brand Lift 8
Understanding Key Solution Methodologies 9
Lift Study Best Practices 11
Creative Impact on Measurement 12
Study Feasibility 13
Step-by-Step Lift Study Execution 14
Auction 15
Data Resources 16
Appendix 17
Contact your Facebook Partner Manager if you have any further questions | 1

Facebook Measurement Philosophy
Siloed measurement of emerging channels leads to missed results
Measuring the wrong metrics costs advertisers more
3
Siloed measurement of emerging channels leads to missed results
TV
Publisher A
Desktop
Publisher B
Mobile
Publisher C
In-App
Publisher D
Cookies alone distort
results
Metrics like clicks aren’t a
good proxy for results
Last-click
attribution can
miss
Models like last-click
attribution can inaccurately
value your touch points
Sources: 1: Atlas Internal Data, May, 2016; 2: Nielsen Digital Ad Ratings through September, 2016; 3: comScore and Starcom USA, “Natural Born Clickers” 4: Median figures across 136 Facebook Conversion Lift studies in all industries except telecomm, May 15–Aug 27, 2015, with at least two weeks
of data, positive and statistically significant incremental pixel-based conversion events, only campaigns including FB conversion pixel. Figures not shown by event type: 24-hour click models miss 6% and 24% of lead generation and registrations respectively. “Higher mobile ad spend” refers to
campaigns with mobile share of impressions >68% (median)
58%
Overstatement of reach1
135%
Understatement of
frequency1
51%
Accuracy in broad age &
gender targeting2
91%
Of people who could buy
your product don’t click on
your ads3
22%
Of incremental revenue
could be misattributed
due to last-click models4
54%
when mobile spend is high4
Measuring the wrong metrics costs advertisers more
THE COMMON DENOMINATOR IS PEOPLE
Cookies alone
distort results
Metrics like clicks aren’t a
good proxy for results
Models like last-click
attribution can
inaccurately value your
touch points
58%
overstatement
of reach1
135%
understatement of
frequency1
51%
accuracy in broad age
& gendertargeting2
91%
of people who could buy your product don’t click on your ads3
22%
of incremental revenue could be
misattributeddue to last-click models4
54%
when mobile spend is high4
2

Clicks aren’t a good proxy for brand results⁶
There is no significant correlation between click through rate (CTR) and brand effect metrics.
Correlation is less than 1%.
Clicky users are
5.5x
more expensive than the
50% of users that are
least clicky⁵
Facebook media cost distribution for US mobile News Feed

Addressing Your Clients’ Needs
Social Metrics
Proving Facebook
works for your business
objectives
Optimization: Allowing
Facebook to work
harder for you
How does Facebook
fit into the media mix?
(X-publisher, X-channel)
Utilize Facebook data and
best practices to inform
total media spend
Better
Marketing.
Period.
On Facebook Facebook + Other Channels
“How aremy
Facebook campaigns
performing?” “What
arethe
demographic,
interest, purchase
behavior,and intent
qualities of my target
audience?”
SOCIAL
METRICS
“How do Facebook
ads compareto
other media
channels in driving
business objectives
across devices?”
MEDIA MIX
“Are my Facebook
Ads driving
incremental buyers
and conversions?”
“How aremy
Facebook ads
impactingmy brand
metrics?”
FACEBOOK
WORKS?
“How can I optimize
my Facebook ad
performance?”
“How do my
Facebook Ads
impact offlineor in-
store sales?”
OPTIMIZE
“How do Facebook
ads compareto other
channels to drivekey
metrics?” “How
effective is my cross-
publisher ad spend at
reachingmy target
audienceacross
channels?”
STATISTICAL
MODELING
Ad Manager
Reporting
AudienceInsights
MeasurementCase
Studies
Conversion Lift
Brand Lift
Partner Lift
Split Testing
Conversion Lift
Brand Lift
Attribution Checkup
Nielsen DAR/TAR
Reach Reporting
Multi-touch
Attribution
Media Mix Modeling
MobileMeasurement
Partners
Solutions
4

*Reaching minimums does not guarantee studies
SPLIT TEST
MULTI-CELL LIFT
SINGLE CELL LIFT
Social Metrics
Proving Facebook
works for your business
objectives
Optimization: Allowing
Facebook to work
harder for you
How does Facebook
fit into the media mix?
(X-publisher, X-channel)
Utilize Facebook data and
best practices to inform
total media spend
Better
Marketing.
Period.
When to Use What Testing Strategy*
Target A vs.Target B vs.Target C
Proving Facebook Works? Optimizing Facebook To Work Better?
FB ads vs.
No Facebook Ads
SINGLE CELL MULTI CELL
ENSURE ONLY 1 VARIABLE IS BEING TESTED ACROSS CELLS/TEST IN ORDER TO ISOLATE CAUSE
Audience 1 vs.Audience 2
CON T R OL CON T R OL CON T R OL
SPLIT
TEST A
SPLIT
TEST B
Creative 1 vs. Creative 2
Determine which campaign is better? Determine what campaign works better?
Does Facebook drive
business objectives?

*Not all campaign objectives support split tests.
When to Use What Strategy
Compare your options each tool solves a specific challenge:
EFFICIENCY
Use multiple ad set creation to create ad set variations in one stream-lined, efficient work flow.
Execute a complex media plan and control spend against a particular audience or ad creative.
COMPARISON
Use split testing to optimize ad performance by scientifically testing and identifying a winner
amongst up to 3 segments.
CAMPAIGN IMPACT
Use lift testing to measure the causal incremental impact of advertising and to guide account or
campaign-level strategy.
6

When to Use What Strategy: Conversion Lift
Conversion lift is most applicable to advertisers (and their sales teams) with Direct Response
(DR) objectives for their ad campaigns. Some examples of these objectives include:
Your Lift options at a glance (most commonly used solutions, not fully comprehensive):
Driving sales online, in-
app, and offline (in-store)
Better understand the
true value Facebook
advertising is creating
THERE IS NO ONE VERTICAL FOR WHICH THIS IS MOST APPLICABLE.
MOST ADVERTISERS HAVE A CONVERSION OBJECTIVE AT SOME POINT.
Understanding how
accurate attribution
models are
*Reaching minimums does not guarantee studies
**3rd Party studies require study approval for Facebook Funding
Compatible ad formats Minimums*
Conversion
Lift
All (Image, Video,
Slideshow,
Carousel, Canvas etc.)
No hard minimums
Generally Reaching over 1MM people with a
20% holdout
ODC Partner
Lift**
$ cost negotiated with ODC
Audience minimums dependent on product
and storepenetration
Acxiom
Partner Lift**
$ cost negotiated with Acxiom
No hard audience minimums
Generally Reaching over 1MM people with a
20% holdout

When to Use What Strategy: Brand Lift
Brand lift works for advertisers who are building equity, specifically those who are…
Building brand or
product awareness
Landing message association Driving consideration
or favorability
Brand Lift Brand Lift Brand Lift
Lowest minimumsfor study qualification
Third-party objectivity
More reporting bells and whistles (deeper analysis on next slide)
Client uses for other non-FB measurement solutions
Client has more than 3 campaign objectives
The overall results, study and campaign details
Demographic breakdown of the results
Norms for campaigns in your vertical and region
Real time reporting in the UI
Breakdown of ad recall lift by video view duration
Best practices for optimizing your brand lift study
Breakdown of lift by AMRLD TV viewership groups
Creative scoring to help contextualize brandlift results
Differences Between Solutions**
*3rd Party studies require study approval for Facebook Funding8

Understanding Key Solution Methodologies
Facebook Conversion Lift Methodology
Facebook Brand Lift Methodology
We capture
brand question
polls for both
exposed test
group and
control
Facebook
calculates liftby
comparing poll
responses both
exposed test
group and control
group

Understanding Key Solution Methodologies
Why Use Attribution Check-Up*
Is my current attribution model crediting based on people, cross-device behavior?
What impact does integrating Facebook clicks and views have
on my current attribution model?
*Eligibility Requirements:
Signed NDA Agreement & specific order level data requirement.
Adds Facebook ad
clicks and views to
the advertiser’s
existing data
1
Compares the new
attribution to the
existing attribution
to show gaps
3
It then calculates a
new attribution
analysis based on the
client’s data and
model
2 Reporting aggregated
down by channels and
publishers that matter
to you
Visualize top 5 cross-
device, cross-browser
path to conversions
order_id FB Ad Exposure Timestamp FB Ad ID Device Click/View
ABC1234 Jan 1, 3:01 pm 98765432 iOS View
ABC1234 Jan 3, 12:04 pm 98765432 iOS Click
ABC1234 Jan 4, 4:43 pm 1234567 Desktop View
order_id Ad Exposure Timestamp Ad ID Device Click/View
ABC1234 Jan 2, 5:01 pm GOOGLE 1234 Desktop Click
Client Data from their own system (send to Facebook viaExcel upload process)
Client Data as tracked by Facebook Pixel (to be combined with Client Data above to form full picture!)
IG Ad
FB Ad
Order
N
N
Facebook Attribution Check-Up Methodology
• Reporting aggregated down
by channels and publishers
that matter to you
• Visualize top 5
cross-device, cross-browser
path to conversions
10

Lift Study Best Practices
Campaign setup best practices for Conversion Lift
Campaign setup best practices for Brand Lift
1
No other media for same brand/product
should be running across Facebook’s family
of apps and services at the same time
3
Media weight influences brand metrics, so
ensure that your frequency is sufficient (this
varies between verticals)
2
Where possible, set up the poll for the
specific product being advertised
4
Don’t modify the campaign parameters like
creative, budget, targeting or runtime after
setting up the poll
1
Include as many outcomes as possible in the
study as separate objectives
2
Remove media on Facebook running outside
of the test, because it can dilute results and
lower power for the test audience
4
Don’t modify the campaign parameters like
creative, budget, targeting or runtime after
setting up the poll
3
Media weight influences brand metrics, so
ensure that your frequency is sufficient (this
varies between verticals)

Creative Impact on Measurement
Make sure you’re asking the right question
Questions should relate to each piece of creative in the campaign, all relate
back to campaign objectives
Creative tips and considerations
• Each person only gets 1 survey question
• Poll responses without a natural order will be randomized. Those with a natural order will
appear in that order.
• Maximum characters (including spaces): Facebook = 125, Nielsen =125, Millward Brown = 100
• Our solution does not offer open-text answers (i.e. unaided awareness)
1
Make sure your
creative has a strong
brand link
Ex. No branding in the
first 3 secs of a video
3
Avoid double-barrel
questions
Ex. How would you rate
jasper’s Market at being
the freshest and most
affordable market?
2
Keep it consumer
friendly; Avoid
industry jargon
Ex. What did you think
of jasper’s ad creative?
4
Avoid leading
questions
Ex. (Q)What brand do
you most associate
with fresh produce (A)
Jasper’s Fresh Produce
Market
Do all the creatives in the campaign
support the business objectives?
Which questions align to the business objectives AND the creative?
Do you recall seeing an ad for Jasper’s Market on Facebook in the last 7 days?
Which grocery store brand do you most associate with having
the freshest produce?
Have you heard of Jasper’s Market?
Among the following grocery store brands, which do you prefer most?
Example: Jasper’s Market’s business objectives are
(1) to drive awareness of their brand (2) drive brand preference.
12

Study Feasibility
Inputs into Statistical Power
Ensure that Your Media Weight is Sufficient
Start with a base weekly frequency of ≥1-2 and adapt based on market,
message, or other media factors.
REACH
What is the total unique
reach of your campaign?
Holdout Required: What
% of people will see no
ads?
BUDGET
Does your budget apply
the required media
weight to detect an
effect?
CONV. RATE
How many people do
you expect to convert
out of all people
reached?
LIFT %
How big an effect are
we likely to see? Does FB
represent a big share of
their media plan?
Lower frequency Higher frequency
Established brand
Highmarket share
Long purchase cycle
Less frequent usage
Highshare of voice
Market factors
New brand
Low market share
Short purchase cycle
Frequent usage
Low share of voice
Low message complexity
Highmessage uniqueness
Existing campaign/message
Message factors
Highmessage complexity
Low message uniqueness
New campaign/message
Low season
Long campaignduration
Continuous scheduling
Multiple media channels
Media factors
Highseason
Short campaignduration
Pulse of flight scheduling
Facebook only

Step-by-Step Lift Study Execution
Conversion & Brand Lift*
Conversion & Brand Lift Study Materials
1
BUSINESS
QUESTIONS
What is your client
trying to learn? What
actions will be taken
from the results of
this study?
3
TECHNICAL
CRITERIA
Does my client
meet the minimum
Requirements?
2
STUDY
PREPARATION
Did I loop in my
Facebook Partner
Manager in the
planning phases of
the study?
4
STUDY
MATERIALS
Does my client have
all the necessary
information to run a
study? Do I have the
creative available?
Brand & Product (if applicable)
FB Campaign Objective
Learning Question/ Study Description
Flight Dates
Ad Account ID + Campaign ID (if
measuring at campaign level)
Budget
Target Audience
Total Audience Size
Total Estimated Campaign Reach
Estimated Campaign Frequency
Placement
Link to Creative Assets
Type of Creative assets
Brand Poll questions (ad recall required,
please select 2 extra: Study Poll Q’s)
Conversion Attribution Window
(Recommended 7 days)
Conversion Source
Email address/Phone numbers at point
of conversion (for offline data)
*Reaching minimums does not guarantee studies14

Auction
We rank ads based on a ‘Total Value’ for each ad
Auction tips:
TOTAL VALUE Advertiser
Bid
Estimated
Action rates
Relevance
and quality
×= +
Click-optimized ad:
Total Value =
(bid for click)
x (estimated click-through rate)
+ relevance/quality factors
Conversion-optimized ad:
Total Value =
(bid for conversion)
x (est. click-through rate) x (est. click-to-conversion rate)
+ relevance/quality factors
MAXIMIZING
ADVERTISER VALUE
OPTIMIZING
CONSUMER
EXPERIENCE
1
Reach business
objectives by sharing
your ad campaign
goal
5
Selecting flexible
placement options,
like Instagram and
Audience network
3
Targeting Expansion
grant more freedom
to the delivery
system to explore
more options
7
Understand how to
improve ad delivery
and performance
with Delivery insights
2
Set fewer constraints
to delivery controls
to allow the delivery
system to explore
more options
6
Pay attention to the
user experience:
monitor feedback
and improve your
landing page
4
Feed more
conversion data into
the delivery system
to help the system
deliver the
best results
8
Make more informed
delivery control
decisions with
Estimated Daily
Results

Data Resources
The foundation for all measurement solutions is data input; the results you get are only as good
as the data input into a solution. We call these data inputs signals. The Facebook tools you can
use to get signals are App Events, Facebook Pixel and offline conversions.
Lift Testing - https://developers.facebook.com/docs/marketing-api/guides/lift-studies/v2.7
Split Testing - https://developers.facebook.com/docs/marketing-api/guides/split-testing/v2.7
Offline Conversion – https://fb.me/offline_events
App Events – https://developers.facebook.com/docs/app-events
How to Track Standard Events - https://developers.facebook.com/docs/facebook-pixel/pixel-with-
ads/conversion-tracking
Increase match rates for the Facebook pixel
You can now send your customer data(e.g. email, phone
number, etc.) throughthe Facebook pixel to match
morewebsite actions with Facebook users.
An increased match rate improves your targeting,
optimization and measurement.
Facebook Pixel Helper
A chrome extension for validating Facebook pixel status on any website:
https://developers.facebook.com/docs/facebook-pixel/pixel-helper
To learn more about increasing match rates for theFacebook pixel, please visit: https://developers.
facebook.com/docs/facebook-pixel/pixel-with-ads/conversion-tracking#advanced_match
<script>
</script>
Data sources:
1: Atlas Internal Data, May, 2016
2: Nielsen Digital Ad Ratings through September, 2016
3: comScore and Starcom USA, “Natural Born Clickers”
4: Median figures across 136 Facebook Conversion Lift studies in all industries except telecomm, May 15–Aug
27, 2015, with at least two weeks of data, positive and statistically significant incremental pixel-based
16

A U D I E N C E O U T C O M E S B R A N D O U T C O M E S S A L E S O U T C O M E S
Requirement Nielsen DAR+ Nielsen TAR+
Facebook
Brand Lift
Nielsen
Brand Effect
Millward
Brown
Facebook
Conversion Lift
Datalogix ROI+
Minimum spend $100K $300K $175K $350K $500K
Depends on
conversion event
$500K
Campaign length ＜4 months ＜4 months ＜3 months ＜3 months ＜3 months
2-4 weeks
(+ 2-4 week post
dark period)
8-12 weeks
(+ 4-week post
dark period)
Audience size 30M 30M 30M
Depends on
conversion event
Minimum reach 25 GRPs on TV 5M 8M 10M
70% of test
audience
Depends on DLX
feasibility
Minimum
impressions
50K 5Mdesktop 20M 40M 40M
Holdout size 2% 2% 2% 20-50% 2%
FB set up time 10 days 30 days++ 3 days 5 days 5 days 5 days 2-4 weeks
Additional
requirements
Nielsen tags
1-day overlap
between TV and
Facebook media;
Nielsen tags;
watermarked TV
creative
If working directly
with Datalogix,
spend thresholds
may be lower
Appendix
Measurement study requirements*
Data sources, continued:
conversion events, only campaigns including FB conversion pixel. Figures not shown by event type: 24-hour
click models miss 6% and 24% of lead generation and registrations respectively. “Higher mobile ad spend”
refers to campaigns with mobile share of impressions >68% (median)
5: Facebook Marketing Science, internal data, US Mobile News Feed, 28 day average, July, 2016
6: Nielsen BrandEffect meta-analysis of 478 online global campaigns that ran between Oct 2014 – April 2015
*Requirements may change; approval subject to review
+Can also be self-funded and done directly with partner
++Lead time for advertiser can be several months as TV creative must be watermarked

Facebook Attribution and Advanced Measurement Guide

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