Facebook Tells Marketers to Focus on Impressions, Reach and Frequency, Not Clicks
Brad Smallwood, head of measurement and insights at Facebook, shared insights from a study the social network conducted with Datalogix, and the main message to marketers is to stop focusing so much on clicks. While clicks are a fine measurement for campaigns meant to drive traffic and fulfill direct-response goals, they aren’t ideal for measuring broader marketing objectives. The study, which analyzed more than 50 digital campaigns, recommends focusing on impressions, reach and finding the right message frequency. For example, the study asserts “99 percent of sales generated from online branding ad campaigns were from people that saw, but did not interact with, ads — proof that it is the delivery of the marketing message to the right consumer, not the click, that creates real value for brand advertisers.” (Facebook Studio Blog)
