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
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.
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.
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