Facebook says impressions, reach and frequency matter more than clicks

Well worth a read if you missed it. Clearly Facebook need to react to all the “my click through rates arent good” stuff, but to be honest I know someone who uses Facebook (major international brand) for quick reach and scale, so this seems to align. Article is from Inside Facebook written by Brittany Darwell

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.

Smallwood began by outlining the history…