A large e-commerce retailer wants to use a measurement solution to better understand the impact of their Pinterest lower-funnel campaigns. The media planner proposes a conversion lift study. What are the success metrics for a Pinterest conversion lift study? (select two)

The selected answers are correct because Offline sales and In-app behaviors are the two primary technical signals that a conversion lift study can measure beyond standard website-based conversions. While a brand lift study focuses on upper-funnel metrics like "Purchase intent" or "Brand association," a conversion lift study is designed to measure actual business outcomes and incremental actions. By integrating third-party data or server-side signals through the Conversions API, an e-commerce retailer can track offline sales (connecting online ad exposure to real-world store purchases) and specific in-app behaviors (such as subscriptions or level completions within a native app). These metrics allow the media planner to prove the true causal impact—or incrementality—of their lower-funnel ads by comparing the conversion volume of a group that saw the ads against a control group that did not.