it launches its first-party measurement tool //

Reddit launched two measurement tools for its own use, Reddit Brand Lift (brand lift) and Reddit Conversion Lift (conversion lift). These tools are designed to help Reddit marketers monitor their campaigns more efficiently.

Why do we care? Advertisers now have access to improved campaign performance data. This allows them to validate their investments, optimize strategies efficiently, and improve their attribution models. This could ultimately lead to maximising impact and achieving higher ROI on advertising spend.

Reddit Brandlift. This tool measures the additional effect of Reddit Ads using a randomized, controlled survey that is overseen by Reddit’s Marketing Science team. The survey looks at campaign details, such as:

• Ad formats, creative
• Audience Targeting
• Ad Placement
• Engagement prompts
• Audiences call for action

The campaign’s objectives are also analysed, including:

• Awareness
• Favorability
• Recall
• Consideration

The study examines all of these factors to determine the overall perception of a brand after a person sees a campaign on Reddit.

Reddit Conversion lift. This is a tool that analyzes what users do after viewing a Reddit campaign, by using the Reddit Pixel and/or Conversions API, or Mobile Measurement Partners (MMP) Integration. It analyzes conversion metrics for campaigns such as:

• App install
• Page Visits
• Leads
• Add-to-carts
• Purchases

How does it work? These new features are used in conjunction with Reddit’s existing third-party measuring tools to provide advertisers with a detailed view of the campaign’s performance.

All Reddit-managed advertisers in the following countries are eligible for Reddit Brand Lift or Reddit Conversion Lift:

• Australia
• Canada
• Germany
• UK
• US

Reddit Conversion Lift only works with Reddit Pixel or Mobile Measurement Partners.

What Reddit has said. Jim Squires (Reddit EVP Business Marketing and Growth) said that it is important to understand the impact of campaigns beyond clicks.

• Reddit Brand Lift & Reddit Conversion Lift prove what we already knew: advertising on Reddit can be highly measurable & highly effective. When paired with a comprehensive suite of third party measurement tools, advertisers get holistic insights to support their investment in Reddit.

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