What's New in Reddit Ads Measurement: Lift Studies, Search Lift, MMM and Attribution Partners
Reddit ads measurement is getting a big upgrade. Reddit already counts app and in-store sales, shows its numbers next to your app tracking tool's, and lets every advertiser run split tests. Next come lift studies that compare strategies, a Search Lift study for Google and AI searches, more data for attribution tools, and outside brand safety checks. Here's what each one does, when to expect it, and what to do now.
This post is part of our Reddit ads roadmap. Dates are estimates and can shift.
Why does Reddit ads measurement need fixing?
Reddit is often where people first hear about a product, but not where they click last. They see an ad, read the thread, and buy days later through Google, a direct visit or an app store. The dashboard can only credit what it sees. In one of our case studies, Reddit reported 32 app installs where the measurement partner recorded 222. More in Reddit Ads Attribution Gap.
Every tool below is a way to count more of that hidden effect.
What can you measure on Reddit today?
Omnichannel conversions (live): send app, in-store and web sales through the Conversions API, and see one cost per conversion and one return on ad spend across all of them.
Dual attribution (in beta since May 2026): Reddit's numbers next to your app tracking tool's (MMP's) numbers and SKAN reports, in one view.
Split testing (live for all advertisers): show two versions to separate groups and see which one works better.
Brand Lift and Conversion Lift studies (available, usually through your Reddit rep): compare people who saw your ads with people who didn't. Reddit launched them in 2023.
What it means for you: if you only use the pixel, add the Conversions API. It's the base for omnichannel reporting and most of the new tools. Setup is in Reddit Pixel & Conversions API: Setup Guide.
What's coming to Reddit lift studies?
Head-to-head Conversion Lift (testing expected around Q4 2026–Q1 2027): test two strategies against each other, like reaching new people vs past visitors, and see which sales each one really caused.
One study across web, app and stores (expected around the same time): measure all your sales channels in one lift study.
Brand Lift in more countries and longer tracking windows (expected around Q4 2026 through 2027): later sales still count.
What it means for you: lift studies are the closest thing to proof, because they compare people who saw your ads with people who didn't. They need two large groups, so they suit brands with steady spend more than first tests.
What is Reddit Search Lift?
Search Lift is a planned study that checks whether people who saw your Reddit ads later reach your site through search engines or AI assistants, compared with people who didn't see them. Early testing is expected around Q4 2026–Q1 2027, and timing can shift.
What it means for you: brand searches are where a lot of Reddit's effect hides. Like any lift test, the result can come back unclear, so keep tracking brand searches yourself too, as shown in Brand Search Lift: The Reddit Ads Effect Nobody Measures.
How is Reddit working with attribution tools?
More app data for MMPs (expected around Q4 2026–Q1 2027): Reddit plans to send app tracking tools data on people who watched or tapped your ads, not just people who clicked, so more of the installs it influenced get counted.
B2B measurement partners (in alpha): Reddit announced Dreamdata and Octane11 as partners that connect Reddit activity to pipeline and revenue.
Ad views, not just clicks (testing now, more expected around Q4 2026–Q1 2027): Reddit is sharing ad views with attribution tools, so people who saw an ad and bought later can get credited.
HubSpot (open beta): Reddit is testing HubSpot as a partner for attribution, reporting and account setup.
What it means for you: if you use an MMP or a B2B attribution tool, check whether it can read Reddit's view data, and compare its numbers with Reddit's dashboard instead of looking at clicks alone.
What about marketing mix models and brand safety?
Marketing mix model data (early access only, wider timing not announced): cleaner Reddit data for marketing mix models, which estimate how much each channel adds to sales. Ask your Reddit rep if you need it.
Zefr brand safety checks (announced in September 2026, rollout expected around Q4 2026–Q2 2027): an outside company checks whether the content near your ads is safe and suitable for your brand. Zefr joins DoubleVerify and IAS, which already verify Reddit ads.
A public ad library for ads shown in the EU (expected around Q4 2026): EU rules require large platforms to publish one.
What should you do now?
Set up the Conversions API and send order values. Most new measurement tools build on it.
Track brand searches and direct visits before and during your campaigns, so you have your own baseline.
If you run app ads, turn on dual attribution and compare it with your MMP.
Ask your Reddit rep about lift studies once your spend is steady.
Don't judge Reddit on clicks alone. Compare the dashboard with your store, app or CRM numbers.
Reddit ads measurement: FAQ
How do you measure Reddit ads properly?
Use the Conversions API, compare Reddit's dashboard with your own sales data, and track brand searches. When your spend is steady, run a lift study.
What is Reddit Search Lift?
A planned study that checks whether people who saw your Reddit ads later find you through Google or AI assistants. Early testing is expected around Q4 2026–Q1 2027.
Does Reddit work with mobile measurement partners?
Yes. Dual attribution, in beta since May 2026, shows Reddit's numbers next to your MMP's. More data on people who watched or tapped your ads is expected around Q4 2026–Q1 2027.
Is Reddit safe for brands?
Reddit works with outside verification companies like DoubleVerify and IAS, and added Zefr in 2026 to check whether the content near ads is suitable for your brand.
About the author
Written by Dāvis Lejnieks, CEO of Undecided Agency and a Redditor for 15+ years. He plans and runs Reddit ad campaigns for DTC, gaming and app brands, and shares what the data shows here.
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