Conversion Lift Tests
By the AdFlint research team · Last reviewed July 2026
A platform-run randomized experiment that holds a control group out of your campaign and reports the incremental conversions attributable to it.
Meta and Google both operate these internally, splitting your target audience into test and control and using their own identity graph to keep the control clean. You request one when you need incremental numbers rather than attributed ones, usually before a budget decision. Two limits to hold onto: the platform is grading its own work, and results only cover that platform, so cross-channel effects stay invisible.
Conversion Lift Tests compared with
The settings this gets confused with, and how to tell them apart.
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