Reddit launches first-party measurement tools

Reddit has launched two first-party measurement tools, Reddit Brand Lift and Reddit Conversion Lift. These are meant to help Reddit advertisers more efficiently monitor campaign performance.

Why we care. Advertisers can now access improved campaign performance data, empowering them to validate investments, optimize strategies more efficiently, and enhance their attribution models. Ultimately, this could lead to maximizing impact and achieving higher returns on ad spend (ROAS).

Reddit Brand Lift. This tool gauges the added effect of Reddit Ads on brand perception using a randomized controlled survey overseen by Reddit’s in-house Marketing Science team. The survey examines campaign particulars, including:

  • Ad format, creative
  • Audience targeting
  • Ad Placement
  • Engagement prompts
  • Audience calls to action

It also analyses campaign objectives, such as:

  • Awareness
  • Favorability
  • Recall
  • Consideration

The study looks at all of the above to understand overall brand perception after people see a campaign on Reddit.

Reddit Conversion Lift. This tool analyzes the next steps taken by users after viewing a campaign on Reddit, using the Reddit Pixel, Conversions API and/or Mobile Measurement Partner (MMP) integration. It analyzes campaign conversion metrics such as:

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

How it works. The new features work in conjunction with Reddit’s existing third-party measurement tools to give advertisers a more detailed insight into the performance of their campaign.

Reddit Brand Lift and Reddit Conversion lift are available to all Reddit managed advertisers based in the following countries:

  • Australia
  • Canada
  • Germany
  • UK
  • US

Reddit Conversion Lift is only compatible with the Reddit Pixel, Conversions API, or Mobile Measurement Partners.

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What Reddit said. Understanding impact beyond traditional signals like clicks has become increasingly important to understanding campaign effectiveness, said Jim Squires, Reddit EVP of Business Marketing and Growth:

  • “Through Reddit Brand Lift and Reddit Conversion Lift, we’re proving what we’ve long known to be true: that advertising on Reddit is highly measurable and highly effective, and when paired with our comprehensive suite of third-party measurement tools, our advertisers have access to holistic insights that support their investment on Reddit.”

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About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.

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