Anya KorzunBackground
Freedom Broker Armenia aimed to go beyond standard last‑click attribution and better understand how Meta advertising shapes customer behavior throughout the entire journey — from brand discovery to product applications. To achieve this, the company partnered with Evido and launched a Meta Search Lift test designed to measure the incremental impact of Meta campaigns on traffic sources and conversions.
The Experiment
The Search Lift test ran for 31 days (June 21 – July 21, 2025) under Evido’s guidance, which included setup, methodology, and reporting.
Meta Search Lift is an advanced measurement tool that isolates the incremental effect of Meta advertising by comparing test and control groups. Instead of attributing results to clicks alone, it quantifies uplift in:
- Organic search traffic (users who see an ad and later search for the brand on their own),
- Direct website visits
- Paid search visits, and
- Specific conversion events (e.g., product applications).
This makes it particularly valuable for advertisers with longer purchase cycles, where awareness and consideration campaigns impact results beyond the immediate click.
Key Results
1. Organic traffic – Measuring delayed interest
Meta campaigns generated an 87% incremental lift in organic search traffic. Many users skipped immediate clicks but later searched the brand name on Google or other engines — proving that Meta ads not only drove direct engagement but also created a longer-term memory effect that fueled sustained brand awareness.
2. Direct traffic – Demand generation beyond clicks
Direct website visits showed the strongest uplift, achieving a 90% lift score. This revealed that many users exposed to Meta ads returned by typing the URL or using bookmarks. Such proactive behavior reflects deeper demand generation: campaigns strengthened brand perception to the point where customers sought out the company independently.
3. Tactical product objective – Product applications
Beyond broad awareness signals, the study drilled down into a highly specific performance KPI: applications for opening a brokerage account. Meta ads achieved an extraordinary lift score of over 99.9%, clearly demonstrating their impact on driving high‑value conversions. This result validated Meta advertising not only as a branding channel but also as a highly effective acquisition tool directly tied to business growth.
Insights and Discoveries
The study revealed several unexpected — yet highly valuable — insights:
- Meta advertising influenced both immediate and delayed customer behaviors.
- Campaigns designed for performance also drove upper‑funnel outcomes such as awareness and consideration.
- Verified incremental lift methodology provided proof of Meta’s influence across the funnel — beyond last‑click attribution.
Evido’s contribution
Evido was central to unlocking these insights by providing:
- Access to Search Lift and full technical setup,
- Interpretation of results and translation into actionable strategy,
- Reliable accounts for confident campaign launches,
- Expert consultancy and support, able to resolve unusual or complex situations.
With Evido’s expertise, Freedom Broker gained a clear view of Meta’s true incremental impact and discovered new opportunities for growth across awareness, engagement, and acquisition.
“Evido quickly helps us resolve ad account blocks we couldn’t handle ourselves. The support team responds fast, shares new testing ideas, and the platform is simple with convenient top-ups. A reliable solution for smooth campaigns.”
— Igor Kharitonov, Senior Marketing Specialist, Freedom Broker
Conclusion
This case demonstrates that Meta advertising, when combined with innovative measurement frameworks such as Search Lift, is a powerful driver of business outcomes at every stage of the customer journey. For brands seeking to connect brand‑building campaigns with bottom‑line performance, Search Lift — supported by strategic guidance from Evido — provides the clarity needed to invest with confidence.
About Freedom Broker Armenia
Freedom Broker Armenia is part of Freedom Holding Corp., an international investment company listed on NASDAQ (FRHC). The company provides individuals and businesses with access to global financial markets, offering brokerage services, investment solutions, and innovative digital platforms. With a focus on transparency, reliability, and customer service, Freedom Broker Armenia helps clients invest with confidence and expand their financial opportunities.
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