• http://www.facebook.com/people/Chris-Elwell/662823497 Chris Elwell

     “The results show that 70% of campaigns resulted in a return on ad spend of 3x or better, and 49% of campaigns showed a return on ad spend of 5x or better.”

    60 campaigns? Seems like a *really* thin sample when FB says it has “hundereds of thousands” of advertisers.

    I haven’t seen these data, but a 3X return on spend is a number few advertisers would/should be satisfied with.

    Even at 5x, that means marketers are $1 to get $5 in sales. Sounds good, but that also means 20% of acquisition cost is marketing. Not a number our clients view as satisfactory. Wish they would.   

  • http://www.facebook.com/people/Chris-Elwell/662823497 Chris Elwell

    Oh, and what’ the GAAP / Non-GAAP distinction? That seems odd from a public company.