How Brands on Facebook Should Use Measurement
Facebook IQ stayed close to home in its study to determine the impact of measurement, examining campaigns by Facebook and Internet.org.
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Facebook IQ stayed close to home in its study to determine the impact of measurement, examining campaigns by Facebook and Internet.org.
The Facebook Marketing Science team and the social network’s brand marketing team, The Factory, studied Facebook and Internet.org campaigns that ran in Canada, Australia and the U.K. from February through April, with three focus areas:
- Optimal frequency.
- Reach versus frequency tradeoffs.
- Creative formats.
Facebook IQ summarized the study’s findings in a blog post:
We observed that the optimal frequency of a campaign varied depending on the specific objective of the campaign, though low and medium frequency (as compared to high) were optimal.
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