Lift API builds on the Facebook's Lift measurement tool announced in January 2015. That tool has been deployed by 1,000 businesses in various industries to gauge Facebook ads' effectiveness across their objectives. Facebook is also testing new fields/categories in its ad reporting, which "will help advertisers understand which ads people saw or clicked on before a bottom-funnel conversion, such as making a purchase or becoming a qualified lead," a company rep told Adweek.