- The advert made 946,416 page impressions.
- This generated 85 clicks.
- Over that time Google Analytics drew the following graph of visitor numbers:
- The click-through rate (number of clicks received divided by the number of impressions) for the adverts was 0.009%
- Those 85 visitors cost me £35.26 in advertising credit. Which works out at 41p per visitor.
So, what have I learnt from this?
- Facebook is not a social network it is an advertising platform. Any personal information a user gives it is not to make it a deeper or more rich social pool. No, the personal info you give Facebook is used to target your demographic. And it's very powerful, advertisers can target users on a whole variety of factors and end up with a very narrowly defined audience.
- Very few people click on the adverts. They're easy to ignore and very rarely clicked on.
- Advertising on Facebook is relatively expensive.
- The advertiser has a lot of information at their fingertips, they can even track users as they move through facebook into the advertised site. I didn't use this feature, partly because it was only in beta and I couldn't be bothered to put the code on this site, but also because of ethical reasons. It feels a bit stalker-ish to be tracking user movements. I mean, I do it with Google Analytics, but that's different.
EDIT: Found this 'ethical code' in the advertising terms & conditions:
You shall not make any public statements or press releases with respect to this tool, these terms, or Facebook without our prior written consent. Furthermore, you will not disclose any conversion data or any other information from the tracking report, except to your own employees or agents who have a need to know such information.Remember: always read the terms and conditions.
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