Will combining all targeting into one audience lower the cost per lead?

Hypothesis

A single large audience in a Meta lead generation campaign will result in a lower cost-per-lead.

Experiment Design

Our control group consisted of the "split" audience, where each ad group had a separate audience, while our treatment group consisted of the one singular large audience with all targeting combined into one ad group. Each testing split was standardized in its own campaign, with the exact same flight dates, spend, goal, and creatives.

Results

Split audiences performed better, with a 20% lower CPA and a 10% higher conversion rate.

Key Takeaways

Split audiences allow for better conversions than a combined audience.

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Test Details

Vertical

Advertising

KPI

Cost Per Lead

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