Lift test
Also called conversion lift, holdout test, brand lift.
An experiment that compares people who saw ads with a held-back group to measure the ads' real effect.
A lift test is a controlled experiment. The audience is split at random: a test group can see your ads, and a control group is held back. After the test, the difference in conversions between the two groups is the lift, the part of the result the ads caused.
Ad platforms run them for you. Google's Conversion Lift separates an audience into two groups and compares the conversions of people who saw the ads with those who did not; it is not available in every account (Google). Meta offers lift tests too, including brand lift studies that measure recall rather than sales (Meta).
Lift tests need volume. With few conversions a week, the difference between the groups is lost in noise. A geo test, which turns ads off in some regions and compares them with similar regions, is the usual alternative for smaller budgets. See incrementality.
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