Study: Audience Network has higher conversion rates than News Feed, display ads

How effective is Facebook’s Audience Network? A new study by Fiksu looked at the Audience Network performance of eight of its clients, finding that Audience Network ads outperformed News Feed and display in key areas such as average revenue per user and conversion rate.

While News Feed ads brought the highest percentage of returning users (65.16 percent), Audience Network was stronger than display at 58.55 percent. Fiksu also found that the cost per purchasing user for the Audience Network was roughly a fifth of display.

Fiksu’s study suggested a combination of News Feed and Audience Network ads for best success:

As a result of this data and our experience running thousands of campaigns across dozens of apps, we’ve developed a recommended sequence of steps to take to optimize your Facebook app marketing campaigns:

• Start with Lookalike Audiences on Facebook News Feed
• Tweak based on results (if need be) and add Lookalike Audiences on Facebook’s Audience Network
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