Facebook: Clicks don’t matter as much as advertisers think

Facebook, under pressure to show its power as an advertising medium, is urging advertisers to consider the bigger picture instead of measuring success with the number of clicks an ad gets.
The company says that a majority of sales come from people who see, but don’t necessarily click on, online ads that promote campaigns, according to a study done in partnership with Datalogix, which compiles consumer purchasing data from retail stores.
Brad Smallwood, Facebook’s head of measurement and insights, talked about the study — which analyzed nearly 50 digital campaigns — today at an…

See the article here: Facebook: Clicks don’t matter as much as advertisers think

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