What is a test-and-learn agenda for campaigns?

Incremental orders are additional purchases triggered by a campaign that likely would not have occurred without that initiative. They help to more accurately assess the actual contribution of paid social to business results.

A conversion is a desired action that users take after interacting with a campaign. This could be a purchase, lead, download, form submission, appointment booking, or any other measurable action.

Sales impact describes the influence of social media activities on sales or revenue. It can be evaluated using shop data, platform conversions, UTM tracking, lift studies, incremental purchases, or other attribution models.

A conversion layer is the part of a campaign specifically designed to drive measurable actions such as leads, purchases, or appointment bookings. It complements awareness or engagement content with clear value propositions, CTAs, and performance-driven assets.

A conversion lift study measures whether an advertising campaign has generated additional conversions. This is typically done by comparing an exposed group with a control group to better evaluate the campaign's incremental contribution.