Will adding lifetime donation value data improve revenue per conversion?

Hypothesis

Adding lifetime donation value data to a donor list to create a 1% lookalike audience will lead to a higher revenue per conversion.

Experiment Design

Our control group consisted of a custom 60-day donor 1% lookalike audience with no customer value in the list, while our treatment group consisted of a custom 60-day donor 1% lookalike audience with customer value. Each audience employed the same platforms and creatives, running over the same flight dates.

Results

113.8% relative increase in revenue per conversion. 95% significance level.

Key Takeaways

The inclusion of customer value in donor lists led to higher revenue per conversion.

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Test Details

Vertical

Advertising

KPI

Revenue Per Conversion

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