InsideFacebook found Clicks aren’t the right metric for brand advertisers.
Research from Smallwood found 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.
Clicks are important to direct response campaigns, but they’re only one part of brand advertising, Smallwood said, citing a past Nielsen study, which found no correlation between sales lift and clickthrough rate.
Read more details on this study at insidefacebook.