REPORT: Facebook’s 4Q CTRs Soar Year-Over-Year

Facebook will hold its fourth-quarter and full-year-2014 earnings call Wednesday after market close, and digital marketing agency 3Q Digital examined year-over-year advertising trends for the period

FourthQuarterKey650Facebook will hold its fourth-quarter and full-year-2014 earnings call Wednesday after market close, and digital marketing agency 3Q Digital examined year-over-year advertising trends for the period.

3Q Digital analyzed more than 1 billion impressions during the fourth quarter of 2014 and found that:

  • Click-through rates rose 364 percent year-over-year, due to factors including more advanced creative testing and greater adoption of Facebook’s custom audiences ad-targeting options.
  • Costs per click rose 35 percent year-over-year.
  • Looking specifically at the retail industry, CTRs rose 392 percent and cost per thousand impressions (CPMs) tripled. CPMs also more than doubled for mobile.

3Q Digital senior director of social Dayna Moon wrote in a blog post:

The numbers are staggering and tell a clear story: The market has reacted positively to the changes in regards to user experience; mobile adoption both domestic and internationally has aided growth in engagement; and costs, particularly on mobile and video, will no doubt play a role as we expect these trends to continue.

Readers: What do you expect out of Facebook’s earnings call?

Image courtesy of Shutterstock.