INFOGRAPHIC: Exposure Rate, A New Facebook Advertising Metric

By David Cohen 

Advertisers and marketers on Facebook can never have too much information, and a new metric is set to join the analytics pool courtesy of Resolution Media and Kenshoo: exposure rate.

Exposure rate measures the percentage of a brand’s target audience it is actually reaching and exposing to its message, and it is the focus point of a new study that analyzed global data from 65 billion Facebook ad impressions and 20 million Facebook ad clicks over a period of one year.

The study by Resolution Media and Kenshoo also examines:

  • The ideal frequency rate for ads across Facebook platforms
  • How the high-exposure/low-frequency combination translates into higher conversion rates
  • Performance models for the entire Facebook ad portfolio
  • Bidding and targeting strategies that support high-exposure/low-frequency rates to deliver higher return on investment

Resolution Media President Alan Osetek said:

Social media has quickly become one of the preferred channels for brands, and when done right, it can foster meaningful relationships between brands and consumers in ways that were never before possible. The purpose of this study was to define what “doing it right” means in terms of measureable actions and outcomes, and giving marketers a model for demonstrating effectiveness.

Kenshoo General Manger Sivan Metzger added:

With new channels and ad formats come new tracking capabilities. And with new tracking capabilities come new data points. With new data points come new insights. And with new insights come new key performance indicators. This study is the first in a series from Kenshoo and Resolution Media to surface KPIs and help brands define a new measurement paradigm for improved social media investments.