--- title: "How lift is measured on the Ads page" description: "Find out what the Ads page's personalization lift compares, why it can differ a lot from the Campaigns page, and what Too early and the range bar mean." canonical: "https://rightmessage.com/help/ads-lift" last-updated: 2026-11-02 --- # How lift is measured on the Ads page Find out what the Ads page's personalization lift compares, why it can differ a lot from the Campaigns page, and what Too early and the range bar mean. Available on the Scale and Pro plans. The Ads page's lift answers one question: for people who arrived from your ads, did the personalized page convert better than the original? That's a narrower question than the **Campaigns** page asks, so the two numbers often differ, sometimes by a lot. Here's how it's measured and how to read it. > **Ads is in early access** > > Projects in the early access program see **Ads** once [Meta Ads is connected](https://rightmessage.com/help/connect-meta-ads). If you don't see it and you'd like to try it, email and ask for access. ## What does the Ads page compare? It compares the two groups your landing page's campaign already splits visitors into: those assigned to personalization and the holdback, who see the original page. It counts only people who arrived from an ad, and counts each of them from their first ad visit. A conversion before someone clicked your ad isn't the ad's, so it's left out. The comparison follows the campaign's current A/B test: from the day the test started until now, on the test's own goal. The line under the numbers says so, such as "Since Oct 31 · next check Fri, Nov 6 · on Booked a call". When the campaign has A/B testing on but no current test, the comparison uses the period and goal selected at the top of the page instead. Every row on the page is measured the same way: all your ads in **Personalization impact**, each ad on **By ad**, each segment and combination on **By audience**. When several campaigns cover an ad's landing pages, it's compared on the one that saw the most of its visitors. ## Why is it different from the Campaigns page? The **Campaigns** page counts everyone the campaign reached: visitors from search, email, social, returning customers, and ads. The **Ads** page counts only the ones who came from an ad, from their first ad visit on. Same campaign, same split, a smaller and different group of people. With few conversions, a handful of people can move either number a long way. In one real account, the **Ads** page showed **+181%** while the **Campaigns** page showed **+71%** for the same campaign. Two of the holdback's bookings came from people who had never arrived from an ad. The **Campaigns** page counted them; the **Ads** page rightly didn't, which left its holdback with fewer conversions and the lift much higher. Neither number is wrong. Use the **Campaigns** page to judge the campaign as a whole, and the **Ads** page to judge it for your ad traffic. Expect them to agree more as conversions grow. ## What does Too early mean? Each side needs about 10 conversions before the difference means anything. Below that, the lift is **Too early**, with each side's conversions so far, such as **Too early (5 vs 2)**. When there's an estimate, it's still shown, faded, as an early read. Treat it as a hint, not a result. You may also see **No conversions yet**, **No holdback conversions yet** when only the personalized side has converted, or **No estimate yet**. **Still collecting** means a side has fewer than 30 visitors, or nobody in the holdback has converted yet, so there's nothing to compare against. ## How do I read the range bar? **Where the real difference could be** shows the range the true lift most likely sits in (a 95% range), from −100% on the left. The dot is the measured lift, and the dashed line marks **No difference**. - The whole range above **No difference**: personalization is adding conversions for your ad visitors. - The whole range below it: personalization is costing conversions. - The range crosses it: it isn't settled yet, and the number shows **Not settled yet**. It needs more conversions on both sides. The line at the bottom says how many visitors, ads, and landing pages the comparison is based on, which campaigns it comes from, and how many ads aren't in a comparison yet. ## Why is there no lift at all? The badge says what's missing, and the button next to it fixes it: | You see | It means | | ------------------------ | ------------------------------------------------------------------------------------------------------------------------------ | | **A/B off** | The campaign shows everyone the personalized page, so there's no holdback. Turn on A/B testing. | | **No goal** | No goal counts as a conversion yet. Choose or create one. | | **Goal not on campaign** | The landing page's campaign doesn't record the goal you're counting. Add it to the campaign, or count one it already measures. | | **Not personalized** | No live campaign runs on the pages these ads send people to. Personalize one with Righty, then publish. | | **Goal not recorded** | Nobody has reached the goal since it was set up. Check that it fires where you expect. | | **Unavailable** | The comparison couldn't be loaded, or the ad has no tracking link, so its visitors can't be recognized. | ## Can I use it to decide a test? Not on its own. A test's result belongs on the campaign's **Testing** tab, which judges everyone in the test. The **Ads** page tells you how that test is going for your ad traffic, and suggests a test when an ad audience's version converts often enough to compare two versions within about four weeks. See [Read the Ads page](https://rightmessage.com/help/ads-page#landing-pages). Numbers on the page refresh about every ten minutes.