Facebook ad performance showed solid quarter-over-quarter growth again in Q3, says Kenshoo Social in its latest analysis, this time covering more than 85 billion ad impressions across a representative sample of its advertiser and agency customers. Conversion rates were 2.36 times higher this past quarter than in Q2, with revenues more than doubling and ROI tripling. Kenshoo attributes the performance to several factors, including a refined and more engaging product inventory that has skewed more towards high-performing news feed units, and better audience targeting capabilities.
Impressions (+13%), clicks (+14.4%) and cost-per-click (CPC; -9%) all moved in favorable directions for advertisers, with revenues-per-click (RPC) also on the rise, almost twice as high as they were in Q2. Read the rest at MarketingCharts.