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FBX Advertisers Spent More, Saw Conversion Costs Drop 18 Percent YoY This Holiday Season
Facebook’s ad retargeting platform Facebook Exchange continued to attract larger budgets from advertisers over the holiday shopping season.Â According to new data from Facebook Exchange DSP, Triggit, advertisers spent 127 percent more on spend on Facebook Exchange (FBX) ads in November and December 2013 than the same period in 2012.
Though average CPMs shot up 42 percent year-over-year, advertisers benefited from 58 percent higher click-through rates (CTR) and 18 percent lower cost per conversion compared to the 2012 holiday period.
The retail vertical spent 64 percent more on FBX advertising year-over-year. That sector saw CTR leap 257 percent and cost per conversion dipped by 7 percent compared to the 2012 period.
More surprisingly, the travel sector increased spend on FBX by 682 percent in November and December 2013 year-over-year. Click-through rates doubled and cost per conversion dropped by 72 percent.
The U.S. continues to be the largest FBX market. Overall FBX spending in the U.S. increased by 128 percent. CPMs rose marginally, up 3 percent, while CTR rose 117 percent and cost per conversion dropped by 56 percent year-over-year.
Triggit also looked at performance by country when benchmarked against the U.S. Interestingly, while conversion volume is likely much lower, both Canada and Argentina had lower CPMs yet higher CTR and higher conversion rates than the U.S.