Media Plans With Facebook See 24% More Sales Than Those Without
According to Aggregate Knowledge (AK), a media intelligence company based in San Mateo, Calif., media plans that utilize Facebook drive 24 percent more sales than media plans without the social network. “The ability to do ‘view-through attribution’ on Facebook differentiates AK by giving marketers more granular insights into their Facebook campaigns compared to other channels, as well as visibility into which campaigns generate the most reach and sales,” said David Jakubowski, AK’s CEO.
According to the company, 45 percent of people who were only reached on Facebook in the fourth quarter weren’t seen on other channels. AK also notes that the cost per acquisition (CPA) on Facebook was, on average, 68 percent less than on other channels. From the second quarter to the third quarter, advertisers saw a 20 percent drop in CPA; from the third quarter to the fourth quarter, CPA declined 9 percent.
