A large gaming reseller wants to measure its incremental conversions for a recently launched campaign promoting its summer break sale. It wants to evaluate the performance of different ad formats and its bid types, as well as test in-app conversions. Which measurement solution should the media planner recommend?

A Conversion Lift study is the most appropriate solution because it directly measures the incremental conversions attributable to the campaign by comparing a test group exposed to ads with a control group that wasn't. This allows the reseller to understand the true impact of their ad formats and bid types on actual purchases, including in-app conversions. A Brand Lift study measures brand-related metrics like awareness or recall, not conversions. Custom reporting in Ads Manager provides performance data but doesn't isolate incremental lift. A Mobile Measurement Partner (MMP) tracks in-app events and attribution but doesn't inherently conduct lift studies to prove incrementality.