Facebook ad choice experiment with data
A full working choice experiment on modelling Facebook ad preferences including data and models.
A step-by-step interactive tutorial on facebook ad choice experiment with data in SurveyEngine. Preview the live tutorial, then download and upload it to your account to examine the construction.
Ben White, 08.07.2026
What this tutorial covers
A full working choice experiment on modelling Facebook ad preferences including data and models.
Each page of the tutorial demonstrates a specific technique. Work through it as a respondent first, then open the editor to see how it was built.
What you will learn
After completing this tutorial you will be able to implement facebook ad choice experiment with data in your own SurveyEngine surveys.
Download the tutorial ZIP and upload it to your account to use it as a starting point or template for your own work.
TLDR Quick links
Step-by-step walkthrough
Step 1: Review the experimental design. This tutorial uses a D-efficient design with four Facebook ad attributes - image type, headline, body text, and call to action.
Step 2: Examine the choice task display. See how ad alternatives are displayed side-by-side with attribute descriptions.
Step 3: Review the included dataset. The tutorial includes real response data for model estimation.
Step 4: Estimate the MNL model. Use the included R code to estimate a multinomial logit model on the choice data.
Step 5: Interpret the results. Examine the utility coefficients for each ad attribute and calculate WTP estimates for attribute improvements.
Try the live tutorial
The live tutorial is a working SurveyEngine survey. Click through it as a respondent to see the finished result.
Then download the tutorial ZIP file and upload it to your SurveyEngine account to examine how it was built. Open any page in the editor to see the configuration.
Preview the live tutorial or download the ZIP file to load it into your account.
References
Ready to try it? Open a free SurveyEngine account, download the tutorial ZIP and upload it to your account.
Or Contact us at support@surveyengine.com — we're glad to help.