Social media ad spend is booming, but many marketers are struggling to measure the true effectiveness of their campaigns. Working with multiple platforms and vendors creates inconsistent methodologies. Limited KPIs lead to significant blind spots. Siloed channels make it hard to compare one platform to another.
A new report from DISQO, “Social Media Advertising Effectiveness Benchmarks,” features specific benchmark data from the company’s CX platform. It includes both cross-channel benchmarks, based on campaigns that run across social and other channels such as CTV, digital display, mobile and audio, and social benchmarks, based solely on campaigns run across sites like Facebook, Instagram, LinkedIn, X (formerly Twitter), Snapchat, TikTok and Reddit.
Among the findings:
- Driving purchases: Social advertising has a 70% purchase intent lift advantage over typical cross-channel campaigns.
- Beyond awareness: When evaluating social ad ROI, highlight the potential to move down-funnel behaviors.
- Strength by category: Social benchmarks are notably higher than cross-channel benchmarks across certain industry categories.
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