A newly launched costume brand advertising heavily on Google search has recently allocated 5% of its budget to Facebook ads. Its costumes sell for…

A newly launched costume brand advertising heavily on Google search has recently allocated 5% of its budget to Facebook ads. Its costumes sell for S45 or less. The brand ran an account level Conversion Lift to measure the proportion of sales generated by Facebook. To reduce negative business impact, it chooses to run the test during its off-peak season. The test ran for two weeks, with a campaign budget of S5,000. From the internal sales data, it sees that a total of 70 purchases were made during the test period. The results: • Lift in view content: 27% • Lift in add to cart: 15% • Lift in purchases: Flat / No results available • Cost per incremental add to cart: S56 What two conclusions could the advertiser draw based on the results? (Choose 2)