Reddit Introduces First-Party Measurement Tools

Reddit has launched two first-party measurement tools -- Reddit Brand Lift and Reddit Conversion Lift -- which are intended to quantify the incremental impact and overall effectiveness of campaigns. The tools were introduced Thursday, along with the company's internal analyses justifying their worth.

The two tools are available to all Reddit managed advertisers in the U.S., Canada, the U.K., Germany, and Australia. 

With these tools, advertisers have the ability to access improved campaign performance data to validate investments, optimize strategies more efficiently, and enhance their attribution models. The hope is that this can lead to higher returns on ad spend (ROAS).

Reddit-led studies were held in tandem with its existing third-party measurement solutions, powered by partners like Moat by Oracle Data Cloud, and DoubleVerify, in an attempt to prove that advertisers now have a better understanding of their campaigns and optimize for the best results. 

Reddit Brand Lift measures the incremental impact of Reddit Ads on brand perception through the random controlled survey led by Reddit’s in-house marketing science team.

The study analyzed campaign specifics like the ad format, creative, audience targeting, ad placement, engagement prompts, and audience calls to action.

It also analyzed specific campaign objectives such as awareness, favorability, recall and consideration.

The goal was to understand positive shifts in overall brand perception as a result of seeing the campaign on Reddit. All these were analyzed to better understand the overall brand perception after people saw a campaign on Reddit.

Reddit Conversion Lift tool analyzes the next steps taken by users after viewing a campaign on Reddit, using the Reddit Pixel, Conversions API and/or Mobile Measurement Partner (MMP) integration. It analyzes campaign conversion metrics such as app install, page visits, leads, add-to-cart, and purchases.

This set of measurement tools work in collaboration with Reddit’s existing third-party measurement tools to give advertisers more detailed insight into the performance of their campaign.

Reddit Brand Lift and Reddit Conversion lift are available to all Reddit managed campaigns, but Reddit Conversion Lift is only compatible with the Reddit Pixel, Conversions API, or Mobile Measurement Partners.

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