Facebook says impressions, reach and frequency matter more than clicks

 Internet News, Marketing, Your Brand
Oct 032012
 

Clicks aren’t the right metric for brand advertisers, Facebook Head of Measurement and Insights Brad Smallwood told the audience at the IAB MIXX Conference in New York today.

Smallwood shared results from recent campaign studies that indicated impressions, reach and frequency were more valuable than clicks. Specifically, 99 percent of sales came from users who saw an ad but did not interact with it. Campaigns that optimized for reach were 70 percent more effective at driving ROI, and campaigns that optimized for frequency had a 40 percent increase in ROI.

MORE: Facebook says impressions, reach and frequency matter more than clicks.