Launch conversion lift studies faster with reduced friction setup

What it is: 

Understanding the business impact of advertising is critical to building smarter media strategies. Conversion lift measurement is designed to help marketers quantify the impact of their campaigns by measuring how advertising influences real customer actions. 

With a range of methodologies and partner integrations available, the conversion lift suite on The Trade Desk platform gives traders the flexibility to choose the measurement approach that best fits their business goals. 

What’s new: 

Traditionally, running conversion lift studies with The Trade Desk has required feasibility checks and separate workflows for different measurement providers and solutions. These extra steps could make it difficult to get studies up and running quickly. 

This update helps streamline the process, making it easier to launch a conversion lift study and generate insights faster. 

Reduced friction for study setup 

The new experience allows you to launch a conversion lift study with just a few clicks, eliminating the need for feasibility checks. Here’s how it works: 

1. Choose whether to create a new study or add a campaign to an existing one to get started. 

2. The platform automatically applies a 20% holdout group, selects a primary pixel, and configures graph settings by default. All settings remain editable if customization is needed. 

3. For additional oversight, you can review study details through the Measurement Marketplace before launch. 

4. Once enabled, the study begins running when the campaign launches. 

By removing setup friction, conversion lift studies can become as simple to activate as any other campaign setting. 

Marketers can gain valuable measurement insights with minimal effort and no additional cost. Even when a study does not detect measurable lift, the results can reveal meaningful learnings to help shape future tests and campaign strategies. 

Ultimately, the simplified workflow is designed to help more advertisers build confidence in incrementality measurement and use it more consistently across campaigns, creating a habit of continuous learning. 

Who it’s for: 

The new workflow is designed for advertisers who want a faster, more streamlined path to measurement. 

While advanced users can continue to leverage existing conversion lift workflows for greater control over study design, the new experience offers a convenient alternative for those who are new to lift measurement or prefer an out-of-the-box configuration. 

How to get access: 

The new study setup workflow is in closed beta and available to all users with conversion lift enabled. Visit the Knowledge Portal to learn more (platform login required). To request access to conversion lift, contact your representative at The Trade Desk.

This information is provided solely for background and is not a representation or guarantee of any future performance. Any timelines and information included are not guaranteed and are subject to change.