Reddit has added first-party measurement tools to its portfolio of solutions.

Reddit Brand Lift and Reddit Conversion Lift have been designed to help brands quantify the incremental impact and overall effectiveness of ad campaigns on the platform. Both are available to all Reddit-managed advertisers in Canada, U.S., U.K., Germany and Australia. Reddit Conversion Lift, however, is only compatible with partners using Reddit Pixel, Conversions API or Mobile Measurement products.

Reddit Brand Lift measures the incremental impact of an ad on brand perception, measured via a randomized controlled survey by Reddit’s in-house marketing science team. The study analyzes campaign specifics, like the ad format, creative, audience targeting, placement of the ad, engagement prompts and audience calls to action. To understand the positive shifts in brand perception, the tool also analyzes specific campaign objectives such as awareness, favourability, recall and consideration.

Reddit Conversion Lift uses the Reddit Pixel, Conversions API or Mobile Measurement Partner integration to analyze consumer actions taken as a result of viewing an ad on Reddit. The study, also led by Reddit’s marketing science team, allows brands to validate their investment, optimize their performance and inform their attribution models. This tool analyzes campaign conversion metrics like incremental conversion rate, penetration rates and average order value across conversion events such as app install, page visits, leads, add-to-carts and purchases to provide advertisers with a clear understanding of what happens following exposure to their ad on Reddit.

Both tools work in tandem with the platform’s existing third-party measurement solutions.

Reddit has been prioritizing development of its options for advertisers, as well as growing its business in Canada, which has been identified as a growth market. It last added new features to its Ad Manager late last year, shortly before striking partnerships to develop an API to better measure, optimize and automate their campaigns. At the local level, it has also been establishing partnerships with media agencies to get special access to enhanced services and new ad products.