By maximizing use of Facebook’s unique targeting, ad and measurement capabilities, today’s disruptors can reach the right audiences with the right message to drive true business growth.

2. Table of Contents
C H A P T E R 2
C H A P T E R 1
C H A P T E R 3
Deliver a seamless
mobile experience
Prove it: Gain adoption
and legitimacy
Sell it: Optimizing creative for
cross-platform consumption
• Mobile landing page best practices
• Make it mobile friendly
• Mobile UX best practices
• The Data Spine: Approaching your
audience 1:1
• First- and third-party data
• Conversion optimization
• Top ad formats
• Testing tools
• A massive shift
• Foundations for effective creative
• Frame your visual story
• Different media consumption habits
• Approaches to creative: Learn fast
and often
• Embracing integration: Full funnel and
cross-channel
C H A P T E R 4
C O N C L U S I O N
Scale it: Measuring
ongoing performance
Test, learn, optimize,
disrupt, grow
• Focus on people based
measurement across devices
• Shifting from observational reporting
to true business impact with Lift
• Lift partnerships
• Understanding last touch
I N T R O D U C T I O N
Build to Break

3. Optimizing creative
for tomorrow and beyond
Average companies focus on profit, good companies focus
on value, but great companies focus on building the future.
Disruptive companies anticipate their consumers’ needs
and give them what they want, before they even know
what they need.
Break boundaries. Break new markets. Break new ground.
Facebook offers disruptive companies a foundation and
tools to stay hungry and keep moving. Supporting them at
every stage of the start-up roadmap, we provide disruptors
the capability to prove and pressure test ideas, then turn
those ideas into a business and scale rapidly. Not simply to
serve existing markets, but to create new ones.
By maximizing use of Facebook’s unique targeting, ad and
measurement capabilities, today’s disruptors can reach
the right audiences with the right message to drive true
business growth.
I N T R O D U C T I O N

4. C H A P T E R 1
Deliver a seamless
mobile experience

5. From the way we get to work, to the way
we find a date, even to the way we eat
—mobile has radically changed nearly every
facet of our lives in an incredibly short
amount of time.
Across the board, almost every emerging
disruptive company has taken advantage of
this shift and capitalized on the importance
of the utility that sits only 6 inches away from
people at nearly all times.
Mobile is now a primary tool for researching
and purchasing goods and services.
Mobile
domination
2016 saw over half of all ecommerce
transactions happen on mobile, and this
percentage is only growing1
.
Doing so requires a seamless mobile
experience from the first touchpoint
through checkout.
Sources:
1. GVS, Company Reports, Channel Advisor, Internet Retailer: Marketplace Report,
August 2017.
• Incorporate deep linking, using hyperlinks to
drive to a specific, generally searchable or
indexed, piece of web content on a website
• Maintain a prominent and persistent
call-to-action button
• Couple large, compelling images with short,
easy-to-read messages
• Lead with a strong, persuasive headline and
support with value props
• Optimize for the thumb with shorter
forms, bigger buttons, larger copy, and ample
white space
Mobile landing page best practices

6. Gilt, the online shopping destination, offers its
members access to inspiring merchandise and
experiences at insider prices. Looking to deferred
deep linking to increase mobile app registrations
and purchases from its mobile app install ads, the
retailer received:
• 2x more mobile revenue
• 21% decrease in cost
per registration
Sales without the store
Full case study
H E R E

7. Load fast. Having a slow-loading mobile website
creates a negative experience and can drive
interested customers to drop-off.
More interactions, more conversions. The more
a shopper can interact with a website, the greater
the potential for a conversion to happen.
Make mobile
website and app
experiences faster
Sources:
2. Aufreiter, N. Julien Boudet and Vivian Weng (2014, January). Why Marketers Should
Keep Sending Emails. Retrieved September 25, 2017 from mckinsey.com.
3. Rapoza, Jim(2016, August 18). The Very Real Costs of Bad Website Performance.
Retrieved September 25, 2017 from aberdeen.com.
4. “The State of Online Retail Performance Spring – 2017” by Akamai, April 2017.
The need for speed:
Businesses can optimize their sites for
mobile by:
• Testing the mobile page speed on multiple
internet connections (2G, 3G, 4G, LTE, WiFi).
Many on-the-go mobile users will have an
internet connection that is lower than 4G
• Minimizing landing page redirects and plugins
• Formatting properly and compressing images
• Leveraging browser caching
• Compacting Javascript, HTML, and
CSS coding
61% of users are
unlikely to return to a
mobile site they had
trouble accessing2
Optimal load times
for peak conversions
ranged from 1.8 to
2.7 seconds across
device types4
A 100-millisecond
delay in load
time hurt mobile
conversion rates
40% of users will
end up visiting a
competitor’s site if
your page does not
load quickly2
40% of website
visitors abandon
a site after 3
seconds of delay3

8. Mobile phones are personal. Therefore, people
behave differently on mobile than they do on
other devices.
People browse fewer products before they purchase
on their smartphone than on their computer.
The user experience must deliver a frictionless
path to purchase, take people on a journey, or
else customers will move on.
It is not enough to simply render your existing
desktop site on a mobile device.
Think like a Disruptor: Drive action on mobile by
designing specifically around mobile behavior.
Make it
mobile friendly
Source:
Google, "What Users Want Most From Mobile Sites Today," Survey of 1,088 US adult
smartphone Internet users (conducted by Sterling Research and SmithGeiger, independent
market research firms); July 2012.
52% of users say
that a bad mobile
UX makes them less
likely to engage with
a company5

9. Create easy-to-navigate mobile websites with
compelling images and video.
Allow prospective customers to rejoin their
shopping journey where they left off through
recent product viewed reminders, saved website
search results, and favorites lists.
Integrate Facebook Connect sign-in option on
registration page to provide a streamlined login
and verified email addresses.
Provide digital payment methods that may help
expedite checkout (e.g., Paypal, Venmo, Apple Pay,
Android Pay).
Mobile UX
best practices

10. Get your
dollars worth
Online dollar store, hollar.com, wanted to
improve their user experience while optimizing
everything to the average customer.
Hollar took full advantage of Facebook’s best
practices and leveraged everything from best
practices to reducing friction. This greatly
improved the path to purchase. After the
changes were made, the company experienced:
• 4% lift in conversion rate
• 5% increase in AOV
• 3-8% lift in CTR%
• 9% increase in LCR%
• 91-157% lift in CTR%
• 25-37% improvement in CPA

11. Gain adoption
and legitimacy
The question any start-up has to ask themselves is “will this work?”. Proving an initial idea and gaining
adoption and legitimacy is a crucial first step for every business.
Here you can identify the core value of what you’re offering. This allows you to see where you’re winning,
but more importantly identifies where you’re not. From there, iterate and improve. Fast.
By maximizing the amazing power of our tools and insights, Disruptors can reach their ideal audience
and take action. They may treat Facebook less like a mass media buy and more like a 1:1 marketing tool,
structuring their campaigns around business objective outcomes that make a difference.
C H A P T E R 2
S TA G E 1
PROVE IT

12. Facebook pixel establishes the core piece of
The Data Spine. This enables measurement,
targeting and campaign optimization. From this,
you can track conversions from your Facebook
campaigns, optimize for more conversions and
re-engage people browsing your website with
Custom Audiences.
Benefits of The Data Spine
• Use cross-device conversions to better
understand your customer’s purchase behavior
and allocate your investment to optimize for
this behavior
• Optimize delivery to people likely to take
action: Ensure your ads are shown to people
believe to be most likely to take the action you
want them to take
• Create Custom Audiences from website
visitors: Remarket to users who have engaged
with your business in the past
• Learn about your website traffic:
Get actionable results
T H E D ATA S P I N E
Approaching
your audience 1:1
Facebook pixel best practices
• Place the pixel across your site, utilize “events”
to later build audiences and track/optimize
your website conversions back to your
advertising efforts
• Pass back conversion value to enable
optimization to higher value conversations
to achieve best ROAS
Learn more
about the pixel
H E R E

13. MeUndies is a line of fashionable yet comfortable
underwear for men and women. MeUndies placed
a Facebook pixel on its website to track add-to-cart
actions so it could then retarget ads to the people
who started, but didn’t complete purchases.
In doing so, they saw the following results:
Full case study
H E R E
80%
lower CPA than
expected goal
6xROAS
Making underwear fun

14. First-party data: Custom Audiences
These are existing customers and contacts on
Facebook. Connecting with people who you
are already connected to can help you foster
relationships and drive sales.
Build this from your customer list (loyalty lists,
high-value customer lists, best customers),
website traffic (via the Facebook pixel) and
sales data both online and offline.
Third-party data:
Data from partners
First- and third-party data
Using data for more than just Facebook targeting
What first- and third-party data
measures in an audience
• Demographics
• Location
• Interests
• Behaviors
Learn more
about targeting
H E R E
Disruptors have a deep understanding
of who their target audience is, what
they like, etc. They use Facebook’s
advanced targeting and their own data
to identify their target audience and
make more informed business decisions.

15. Conversion
optimization
Disruptors know the importance of optimizing
their ads for an edge on the competition.
Driving business outcomes mean more efficient
performance than optimizing to other traditional
goals (clicks, engagement, etc).
Conversion optimization is one of the most powerful
tools for advertisers who want to drive actions on
their mobile apps or mobile/desktop websites.
It allows advertisers to optimize their ad
delivery specifically for the outcomes they care
about and show their ads to the people most
likely to convert.
Leverage the full
Facebook ecosystem
Conversion
optimization leverages
machine learning to
optimize performance
Reach your target audiences and optimize
performance in real time across Facebook,
Instagram and the Audience Network.
Doing so can help to improve performance and
provide incremental and efficient reach—as you
have the best opportunity to reach people where
they spend their time.
Talk to your Facebook
Partners about the
ways you can optimize
for conversions
Use the most
powerful ad products
that are relevant
to your business
outcomes

16. Dynamic ads allow advertisers to automatically
insert the product most relevant to that customer
at that time. Dynamic ads simplify the process
of retargeting customers by allowing advertisers
to set up an ad template which dynamically pulls
product information from a product catalog.
Dynamic ads are
• Scaled: Promote all of your products with
unique creative without having to configure
each individual ad
• Always-on: Set up your campaigns once and
continually reach people with the right product
at the right time based on actions taken on
your website or mobile app
• Cross-device: Reach people with ads on any
device they use, regardless of their original
touchpoint for your business
• Highly relevant: Show people ads for products
that they have shown interest in from your
product catalog that are in stock and haven’t
been purchased
Collection ads allow people to discover, browse
and purchase products and offerings in a visual
and immersive way.
Lead ads help advertisers easily capture intent
from people interested in their business by using
a native and streamlined experience by removing
the friction associated with form completion.
Top ad formats
Learn more about
Dynamic ads
H E R E
Learn more about
Collection ads
H E R E
Learn more
about Lead ads
H E R E

17. Over Black Friday and Cyber Monday, MeUndies
wanted to reach new customers for its entire
line of underwear, boxers and briefs, loungewear
and shirts. It aimed to retarget ads to people who
had browsed its website and convince them to
become customers. Turning to Dynamic ads on
Instagram, the company attained:
25%
decrease in cost
per purchase on
Instagram
5xROAS
30%
decrease in cost
per add-to-cart
option
Full case study
H E R E
MeUndies cyber success

18. Testing tools
Audience Insights
Disruptors leverage our audience insights tool to
gain insights about their customer and users who
have engaged with their brand. This enables them
to create content that resonates with users. As new capabilities come
out, Disruptors can take full
advantage of new offerings
by testing and learning
Learn more about
Audience Insights
H E R E
When others
are scaling
Disruptors are
moving

19. SoFi, the modern finance company, used
Instagram and Facebook to successfully boost
brand awareness, educate prospective customers
and increase pre-approved loan applications.
Without a physical branch location, the lending
institution relied heavily on digital advertising—
especially mobile—for its campaign success.
Throughout 2016, the company ran 3 separate
campaigns leveraging demo, custom, lookalike
audiences to the following results:
Full case study
H E R E
39%
increase in pre-approved
applications for student
and personal loans
15pt
lift in brand
awareness
14pt
increase in
ad recall
5pt
increase in intent
to get a loan
from SoFi
Demo targeting with SoFi

20. Full case study
H E R E
Learn more
about Lookalike
Audiences
H E R E
37%
increase
in sales
3xROAS
2xincrease in
traffic
Hooking audiences
across the globe
scaled from
one employee
to 50
SA Company is a lifestyle gear and apparel brand.
The company specializes in quality outdoor
equipment at reasonable prices. Wanting to
build awareness and also connect with its target
audience on a personal level, they used Custom
and Lookalike Audiences to send daily brand
messages. They achieved:

21. Update your bidding metrics to better align
with your business outcomes. Set your bid in
the action for the true value of the conversion.
Test different auction and delivery variables for
differing marketing tactics like:
• Retargeting
• Prospecting
• App re-engagement
Auction and bidding

22. C H A P T E R 3
Turn a disruptive idea into
a disruptive business
After identifying a core product offering the next step is to turn it into a business. Many start-ups rarely
make it past this phase. Driving monetization means being practical about your audience and reaching
them in the most effective ways.
Capturing someone’s attention in feed is an ongoing battle. Content needs to be relevant, impactful
and visually engaging. Disruptors understand this behavior and have tailored their content strategy to
establish new norms for agility and mobile marketing.
S TA G E 2
SELL IT

23. A massive shift
The rise of mobile has caused a monumental shift
in the way we communicate with one another.
Before, communication was essentially spoken,
written, typed, and printed. We’ve rapidly shifted
from desktop keyboards to mobile screens.
Content can now be pushed out, shared, and
consumed from this device. From this, we’ve seen
a democratization of storytelling, ideas, and new
ways of thinking.
We’re moving from a culture of written words to
one of expressed ideas.
The 10 year evolution
Sources:
7. Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2016–2021
White Paper, March 2017. 8. Facebook internal data Q1, 2016.
In fact, 50% of all mobile data traffic today is used
to watch video. Research predicts that by 2021,
that number will increase to 78%⁷. We’re already
seeing this trend happening on Facebook: 100
million hours of video are watched on Facebook
every day⁸.
This shift in consumption behavior gives
advertisers new opportunities to connect with
their audience and inspire action. But capturing
attention via video requires creative that is
thoughtful and engaging.

24. Foundations for
effective creative
Capture attention quickly
Mobile consumption is fast and time spent
interacting with content is typically short.
It is critical to capture attention right away
and consolidate your message to 15 seconds
or less.
• Bring the action and focus forward
• Put your “hero” front and center
• Incorporate brand identity early
• Use engaging post copy
Design for sound off
(but delight with sound on)
Your video should capture attention and deliver
the message within the first few seconds without
sound. If your customer chooses to opt into
sound—it should add value.
• Tell your story visually
• Use text and graphics
• Try captions
• Include a sound file
47%
of the value in a video
campaign is delivered
in the first 3 seconds
74%
of ad campaign value
was created in fewer
than 10 seconds

25. Producing videos for a mobile screen requires
consideration of dimension and scale.
• Highlight key elements
• Create visual surprises—explore different
frames and aspect ratios
• Capture attention with zoom, crops and
overall visual composition
Frame your
visual story
Creative Hub best practices
• Experiment to learn
• Be as short as can be and as long as it
needs to be
• Push the boundaries with
mobile formats
• Leverage Creative Hub
to preview our
mobile formats
Explore the
Creative Hub
H E R E
Develop stronger ideas with
Creative Hub
Mobile is rapidly evolving. People consume
content here in fundamentally different ways,
which is why we’ve launched the Creative Hub
—a new destination where marketers and
advertisers can be inspired by great creative,
design their own and share it with others.
It’s a faster, easier way to produce ideas that
capture attention and delight people where they
are spending their time most—on mobile.

26. On the go. Simple content that people can watch
while on the move. Things like GIFs, cinemagraphs
and vertical video.
Top ad formats
Instagram Stories
Advertisers can leverage Instagram Stories to
connect with users who are on the go with simple,
short-form content that creates inspiration and
drives action.
Carousel ads
Carousel Ads allow advertisers to showcase
multiple products within a single ad unit or tell a
story that develops across each carousel card.
Different media
consumption habits
H E R E
Learn more about
Carousel ads
Learn more
about Instagram
Stories
H E R E
Best practices
• Should be short and memorable
• It is not about the number of seconds
• Simple. Say one thing beautifully

27. 2xhigher engagement
vs. other channels
75%
stronger brand awareness
and ad recall compared to
other channels
20%
lower cost per
conversion
Full case study
H E R E
MVMT (pronounced "movement") was one
of the notable crowd-funded success stories
of 2013. MVMT wanted to increase brand
awareness and online sales during the winter
2015 holiday season. Using carousel ads, really
simple GIFs, boomerangs and short form video,
the company captured new fans and drove real
action, achieving:
All the right movements

28. Lean forward
Peaking more interest. This allows people to
dive deeper and be immersed with your brand,
products and services.
B E S T P R A C T I C E S
• Be interactive and delightful. Give users a reason
to want to learn more
• Leverage Canvas and Collection ads to create
immersive and interactive engagements with users
Lean back
This is content that is usually over 60 seconds.
People want to give their full attention and
spend the time watching this video.
B E S T P R A C T I C E S
• Tell a story or convey a complex message
• Design for sound off (but delight with
sound on)
• Capture attention in the first few seconds
—start with a strong hook
Learn more about
Collection ads
H E R E
65%
of people who watch the
first 3 seconds of a video will
watch for at least 10 seconds9
45%
will continue watching
for 30 seconds⁹
9. Source: Facebook internal data, Oct. 2015.
Learn more about
Canvas ads
H E R E

29. Razor sharp savings
Dollar Shave Club delivers high-quality razors
and grooming products to its members’ doors
for just a few dollars a month. To encourage
member signups, the online retailer used Canvas
and Collection ads to create a highly engaging,
full-screen experience.
Full case study
H E R E
1.5xincrease in
subscriptions
30%
decrease in cost
per subscription
1.6million people
reached

30. Undies for everyone
MeUndies first developed a mobile-optimized
video showcasing the different fits and styles
of its underwear. Featuring people working out,
camping, etc., it encouraged people to “Strip
Down, Get Moving, Let Loose.”
Below the video included 4 MeUndies product
images. Each image linked to the specific
product on the MeUndies mobile website, where
people could shop directly from the ad on their
mobile phones.
Immersing guests in the Collection ads
paid off, achieving:
40%
increase in
conversion rate
47%
increase in new
subscriptions from the
mobile campaign
44%
boost in new
customers from the
mobile campaign
Full case study
H E R E
Learn more about
Collection ads
H E R E

31. Creative agility. It’s no longer about the
traditional creative process, instead Disruptors
are learning fast, often and are able to move
quickly on creative production.
Testing creative can have as significant of an
impact on performance as targeting, placement
or optimization.
A SocialCode and Facebook study showed the
average variance in ROAS between top and
bottom performing creative in a given campaign
is 10.96x.
With every mobile campaign, build several versions
of video creative. Test all of them quickly, measure
results, and pivot budget towards best performing
creative for the duration of the campaign.
Techstyle made the leap to mobile
video. To this day, they continue to
create mobile content specifically
for Facebook. More importantly, they
leverage people-based data and campaign metrics
to understand what’s working, what isn’t and to
quickly pivot their investment.
Average advertisers who
have seen success with
mobile video create 11
times more creative assets
(45 v/s 4) and contribute up
3x more revenue growth10
If you don’t move fast
don’t move at all
For video see
H E R E
Approaches to creative:
Learn fast and often
Source: 10. Facebook internal data

32. Drive performance
with lightweight video
Leverage more video and develop custom
video creatives for News Feed and mobile feed.
To maximize their effect, consider the following:
• Highlight the product in a visual manner
• Keep it simple—don’t distract people from
what you are selling
• Demonstrate what makes your product
unique such as quality, key features,
functionality, etc.
• Leverage your brand look and feel to
differentiate yourself
• Provide clear call to action

33. ThirdLove—the online retailer of bras and
underwear—wanted to lower the cost of its
online sales. They decided to experiment with its
direct response Facebook campaigns by shifting
from photo ads to mobile video ads.
ThirdLove created basic videos, such as short
GIFs, boomerangs and animated slideshows. This
decision boosted ad performance, encouraging
ThirdLove to expand its video strategy.
By developing mobile-optimized video ads and
increasing resources for creating new ad concepts,
ThirdLove improved their sales metrics by:
Pivoting to
mobile video ads
25%
decrease in cost per
user acquisition
20%
decrease in cost
per click
27%
increase in
click-through rate
Full case study
H E R E

34. Light weight video
brings big results
KAYAK, the travel search engine, wanted to
stand out from the generic landscape images
common in travel ads and get more people to
search on KAYAK.com. The team also wanted to
identify the different video elements that would
be most effective in a mobile environment. Kayak
partnered with Facebook’s Creative Shop team
to produce a series of simple, lightweight videos.
Through this partnership, Kayak was able to
achieve the following results:
Full case study
H E R E
39%
lower cost per
incremental searcher
with video than with
still images
50%
decrease in ad
production time 2.1million people
reached
Test new formats
and surfaces
Disruptors move fast to test
our surfaces and create solutions
for mobile storytelling
and performance

35. More stories,
more minting
Mint.com, the online personal finance and money
management service, was looking for more
installations for their app. Using lightweight video
on Instagram Stories as their medium to get their
message across, the company achieved:
497%
increase in
app installs
45%
lower cost
per post-install
engagement
60%
decrease in CPI
Full case study
H E R E

36. Disruptors have a tremendous
opportunity to take advantage of
our full funnel solutions
Our cross-channel solutions can help keep your
message in front of users as well as complement
other marketing strategies beyond Facebook.
Want more reach? Want more sales?
Our networks inside and outside of Facebook do
just that, helping you to push your business further.
Embracing
integration:
Full funnel and
cross-channel

37. Facebook Audience Network helps advertisers
leverage the expanded power of Facebook
advertising to reach more people, in more places
and drive more results. By taking advantage of
all the things that make Facebook ads great,
like people-based targeting and measurement,
campaigns can be shown on other publishers’ own
apps and sites.
Publishing company, Lost My Name, looked to the
Audience Network for help increasing online sales.
Testing 3 different campaigns, one running solely
on News Feed and 2 running on both News Feed
and Audience Network, the company discovered:
Full case study
H E R E
more
conversions
19%
cheaper cost
per action
36%
greater reach
Experimenting with
Audience Network
25%
Learn more
about the Facebook
Audience Network
H E R E

38. More photos saved
San Francisco startup, Ever, wanted to reach
more people and encourage them to download
and use its photo app. As a startup with no
dedicated creative resources, it needed to keep
its cost per impression and cost per subscription
low. After creating a campaign leveraging carousel
ads and running them across the entire Facebook
ecosystem (Facebook, Instagram, Audience
Network), the company reached:
Learn more about
Carousel ads
H E R E
15%
increase in
click-to-install rate
Always improving
Disruptors are constantly
evolving their strategies and
tactics from their campaigns
by actively measuring sales
and brand lift
50%
increase in installs
from Facebook,
Instagram, Audience
Network combined
50%
lower cost per
incremental searcher
with video than with
still images
Full case study
H E R E

39. You can no longer reach people solely through
the TV. Meet changing viewing habits at the
smartphone. As people watch TV, they may
sometimes have the remote in one hand, but their
smartphone is always in the other.
Shark, the innovative vacuum maker, used
Nielsen’s Total Brand Effect with lift study to
measure the brand impact of its first combined
Facebook and TV campaign. The combo achieved:
22pt
lift in ad recall
8pt
lift in purchase
intent
6pt
lift in
awareness
Full case study
H E R E
Facebook + TV = success

40. C H A P T E R 4
Turn your disruptive
business into a
bigger business
S TA G E 3
SCALE IT
To fully scale their businesses and create sustainable return on
advertising investment, Disruptors need to shift their digital adverting
success beyond just cookies, clicks and CPA to lift and multi-touch
attribution. Facebook’s people-based measurement solutions can
help advertisers understand the true impact of their marketing spend
and how to optimize campaigns for more growth.

41. Devices and channels are proliferating at an unprecedented
rate. This means opportunity for Disruptors to actively
engage their audiences where they consume media the most
and outflank competitors who are slow to adapt.
• 50% of digital video is now mobile11
• In the US, 1 in 5 minutes on mobile devices are spent
on Facebook or Instagram 11
• 50% of people in the US and UK use 3 or more devices12
• 41% of people sometimes start an activity
on one device and finish on another 12
• 90% of people access mobile while
shopping in-store 13
Sources:
11.Nielsen Mobile Netview, Mar 2016.
12. "Multi-Device Usage Study," By GFK Nov - Dec 2013 (study commissioned by
Facebook). Survey of 2,018 UK online adults and 2,004 US online adults."
13. SessionM, "Smartphones & Consumer Decision-Making: A Retail Study," Aug 2015;
Accenture, "Digital Video and the Connected Consumer," 2015
Focus on people-based
measurement across devices
The fragmentation of advertising across desktop,
mobile and app-based channels has made it
difficult to maintain a single view of a consumer
across all digital touch-points using traditional
measurement standards.

42. • One user/one desktop = one cookie
• Ad exposures, online discovery and
purchases connected and attributed
to one single cookie
People-Based Measurement is a solution for
unifying insights from real people with real
behaviors across devices. Why?
• Customize your messaging
• Refine your targeting
How it was
How it is
• Media is consumed across multiple
devices, channels and people
• Cookies alone can’t measure
accurate consumer purchase paths
To understand who you’re reaching
—how often, where and what drives the
most value for your business—the world
of mobile requires measurement of a
person, not cookies.
People-Based
Measurement

43. Shifting from
observational
reporting to true
business impact
with lift
The ability to accurately measure the incremental
impact of advertising on Facebook, Instagram and
Audience Network is key for Disruptors who want
to continually grow their business. To address
this need and build on our gold-standard lift
methodology, Facebook had developed:
• Conversion lift solutions. To determine
the incremental conversions Facebook has
helped to drive for your business
• Brand lift solutions. To help you measure brand
performance metrics such as brand awareness
and ad recall
Why measure lift?
Lift uses Facebook measurement solutions, giving
you the ability to understand your performance
with consumers across environments.
Measure people, not cookies
37% of conversions are missed by cookie-
based measurement.14
Because our lift solutions
measure people, not cookies alone, our solutions
help you understand performance across devices
and conversion events, regardless of whether they
happen online, offline or in-app.
Source:14. Facebook Internal cross-publisher data, all US advertisers, Jan 2016.

44. Identify the target
audience and the
measurable business
objective
1
Facebook
randomizes your
audience, then
separates people
into test and
control groups
2
Ads are delivered
to the test group
3
Pass conversion
data to us via the
Facebook pixel,
a secure data
upload or your
app events
4
We compare the
conversions in your
test and control
groups to calculate
lift, then post your
results in Facebook
ads Manager
5
Gain holistic performance insights
Last-click attribution, the most common
industry practice today, can often miss
important touchpoints along a consumer’s
journey to conversion.
Our internal data shows that 91% of people who
could buy your product don’t click on your ads.15
By measuring ad exposures and conversions
across devices, Facebook is able to give you a
more holistic view of performance and help you
understand the full path to conversion, without
forcing you to exclusively rely on clicks.
Prove incremental value
Facebook’s lift solutions are based on our
gold-standard methodology that helps you prove
the causal impact of your digital advertising across
Facebook, Instagram and Audience Network.
Learn if your attribution model
is accurate
Conversion lift enables you to calibrate and
improve your existing attribution models.
Methodology
Source: 15. Facebook internal data, Lift Studies, Feb 2017.

45. Lift partnerships
Facebook understands the importance of meeting
advertisers where they are, which is why we’ve
established lift partnerships with several leading
research companies, including Nielsen and
Millward Brown.
Every first-party solution and partner solution we
offer utilizes the same gold-standard, experimental
design methodology of exposed and control
group testing.
While there are product differences in terms of
question style, number of questions offered and
required campaign minimums, every brand lift
solution available through Facebook utilizes this
same methodology.
Attributing business results
beyond the last click
Cross-device has its limitations, Disruptors need a
holistic approach to reach consumers where they
are and measure where they shop and engage.
Rooted in insights from real people, Facebook
offers a number of sophisticated attribution
solutions to help Disruptors understand how their
campaigns drive online, offline and cross-device
conversions across their entire digital media spend.
The data tracks and measures conversion path
metrics, and models to accurately value touch
points via different methodologies. There are two
different types of attribution models, rule-based
models vs. statistical models.

46. Rule-based models
Where a “rule” governs how conversions should
be allocated to ad touch points. Based on a
selected model of choice, typically: Last-click,
even credit, time decay and positional analysis.
Statistical models
Based on algorithms that determine how ad
touch points should be credited for driving
conversions. The resulting outcomes are
dynamic and based on historical advertising
and conversion data.
Last-click models can miscalculate ROI by
attributing credit to only the last click before a
conversion. The model works as if the consumer
doesn’t see or click any other ads along the way.
S I T E A S I T E CS I T E B S I T E D S I T E E
Last-click model

47. This is the way that it really looks for an advertiser
as people spend more time online. People interact
with many channels. They see video online, interact
with rich media, view and click on display and
search ads, etc.
S I T E A S I T E CS I T E B S I T E D S I T E E
Multi-touch model

48. There are two models that when studied together
can illustrate how arbitrary last touch actually is.
1. Multi-touch attribution (MTA) models. Take
into account all of the touch points in the path
to conversion.
2. Rules-based models. Simple to implement and
provide a useful check on your understanding
of value (like Even Credit and Time Decay).
By comparison, statistical MTA models analyze the
correlation between ad exposure and conversion,
teasing out the effect of advertising to the
various touch points. These models leverage your
historical ad serving data to build a more realistic
picture of the complex journey to purchase.
While implementing MTA takes some effort,
there are real costs to inaction for Disruptors.
Continuing to optimize for the last click can
misguide campaign strategy and media spend.
Understanding
last touch

49. Multi-touch attribution partners
Facebook’s MTA Partner Program enables multi-
touch attribution (MTA) partners to provide
people-based MTA reporting across all publishers.
Facebook provides these partners impression-level-
data, so that they can include Facebook data in their
MTA models.
Reach out to your
Client Partner or Client Solutions
Manager today to get started with first-
or third-party people-based multi-touch
attribution solutions

50. C O N C L U S I O N
Learn, test, optimize,
disrupt, grow
There is no one size fits all solution for advertisers. Leaders must adapt to find
the strategy which works best via testing and learning. With an appetite to try
new things and seeking to connect with their audience, Disruptors move fast by
failing fast.
Facebook is here ensuring that they take full advantage of all the tools and
insights offered. Disruptors may represent the minority of all advertisers on
Facebook, but that is just enough to cause the majority of the radical change
we see in shaping the industries of tomorrow.
Welcome to the club. It’s open to all, but few will do what it takes to Prove it.
Sell it. Scale it. Then Break it. Anything is possible. With the proper tools, insights
and efficiencies to reach 2 billion people and growing, we want to see you take
your disruptive idea and turn it into truly a disruptive company.
No risk,
no insight
No insight,
no success
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DISCLAIMER: All content and insights provided in this material is for informational and illustrative purposes only and should not be construed as
a warranty or guarantee of results or outcomes to be achieved. Stats quoted are accurate as of the date of printing and subject to change.