Facebook exchange units can deliver an ROI comparable to other search and direct response channels, but that’s more likely to be the case for dynamic than static units.
Click-through rates for news feed ads were an impressive 21 times higher than for standard web retargeting, and 49 times higher than for sidebar ads.
After falling by 40% between Q2 and Q3, the cost of advertising on Facebook in the US dropped by another 37% in Q4.
Mobile newsfeed ads achieved a considerable clickthrough rate of 3.38%.
While ads in the sidebar performed poorly, garnering only a 0.04% clickthrough rate among high-value Facebook users, page post ads in the newsfeed saw a clickthrough rate more than 46 times higher, at 1.87%.