Thou Shalt Not Overspend On Facebook Ads

XA.net and Efficient Frontier don’t want you to overspend on Facebook ads, and they’ve recently launched tools to solve that exact problem.

Until recently advertisers used to say it’s almost impossible to quantify a return on investment in ad spending. The web has changed that pretty quickly with pay-per-click and the broader category known as performance advertising. That’s an area that Facebook has continued to improve upon. Last year the social network released to some developers and application programming interface that includes optimizing ad performance, and offerings that tap this API have been trickling out since then.