What is a Conversion Lift test?

A Meta test that compares a group that sees the ads with a control group that doesn’t, measuring the ads’ true contribution to sales. Unlike attribution models, it directly measures what would have happened without the ads.

What does the channel lift method show?

It shows how Meta ads affect sales on other channels such as search, so the budget split across channels rests on measurement instead of guesswork.

Meta success story · Lacoste

Measuring how Meta ads lift other channels: Lacoste

We scaled Lacoste Türkiye’s Meta campaigns and measured their impact. A Meta Conversion Lift test with channel lift methodology showed a 35% increase in direct website purchases among people who saw the ads. Meta published the work as one of its own success stories.

35%Increase in direct website purchases among people who saw Meta ads

34%Increase in website purchases from paid search clicks in the same audience

2.7xReturn on ad spend (ROAS)

Brand: Lacoste Türkiye (Eren Perakende)
Platform: Meta
Measurement: Conversion Lift · channel lift
Period: September 15 – October 20, 2025

Goal: splitting the budget with data

Eren Perakende, which represents Lacoste in Türkiye, wanted stronger campaign performance. The bigger question was this: do Meta ads only drive the sales Meta reports, or do they also feed sales on other paid channels such as search? Without an answer, the budget split across channels relied on guesswork.

Setup: from awareness to purchase

We built an Advantage+ sales campaign with video ads to grow brand awareness. Photo ads moved interested shoppers toward purchase, and Advantage+ catalog ads showed the range of products. The audience was adults 18 and over in Türkiye; with Advantage+ audience and Advantage+ placements, we let the system reach new audiences and the most efficient placements.

Measurement: a channel lift test

We set up a Meta Conversion Lift test with channel lift methodology, comparing people who saw the ads with people who didn’t. The method measures how Meta ads influence other channels’ performance, a contribution that usually stays invisible. The test requires a working Conversions API integration that sends conversion data from the server to Meta; we built that foundation together.

Result

In the test, run from September 15 to October 20, 2025, total purchases rose 30% and direct website purchases rose 35% among people who saw the ads. Website purchases from paid search clicks in the same audience rose 34%, and the campaign returned 2.7x its ad spend. In other words, Meta wasn’t only driving the sales it reported; it was also feeding sales on the search channel.

In the brand’s words

“Thanks to Meta's measurement approach, we now understand how our digital marketing strategy drives purchases and growth, as the added value became clearly visible. These results showed that Meta is a strong driving force within our multi-channel structure. Our partnership with Adventure Digital also supported the proper setup of the process and helped lay the foundation for this success.”

— Ümit Yurtseven, Digital Marketing Manager, Lacoste Türkiye

Read the case on Meta ↗

Frequently asked questions

What is a Conversion Lift test?: A Meta test that compares a group that sees the ads with a control group that doesn’t, measuring the ads’ true contribution to sales. Unlike attribution models, it directly measures what would have happened without the ads.
What does the channel lift method show?: It shows how Meta ads affect sales on other channels such as search, so the budget split across channels rests on measurement instead of guesswork.
What does the test require?: A working Conversions API integration that sends conversion data from your server to Meta.

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