Measurement
Lift study
A platform-run experiment that splits an audience into exposed and held-out groups to measure the difference advertising made.
In detail.
A lift study is incrementality implemented inside the platform, with the platform managing the split. It produces a measured difference rather than an attributed credit, which makes it the strongest evidence available without leaving the platform.
It requires enough volume to separate the groups, and it costs the holdout: a share of the audience is deliberately not advertised to for the duration.
Where this is measured.
Lift study comes from Meta Ads. The server page lists every tool that returns it, with its parameters.