3Q Digital's Q3 Facebook ads report: big increase in CTR, drop in impressions

3Q Digital, a digital media agency, recently analyzed its clients’ performance with Facebook ads, finding a huge drop in impressions, but a pretty big jump in clickthrough rate. This illustrates that while reach may be tumbling on Facebook, those who are seeing messages are the most willing to take an action.

Year-over-year, there has been a 54 percent decrease in impressions (taking into account both mobile and desktop campaigns), a 56 percent increase in cost per click, a 342 percent rise in clickthrough rate and a 224 percent increase in ad spend.