[babs474]

I made this comment the other day in a thread about children accidentally clicking on google display ads, but I think it also applies here. The problem is measuring the effectiveness of early funnel ads from clicks.

Here is a good presentation from the quantcast guys about the "natural born clicker" problem. The people clicking on your display ad are probably anything but actual potential customers.

Clicks is just an easy holdover metric from the paid search side of digital advertising. It doesn't make sense in the context of early funnel ads. You need to measure the effect your display ads are having on your purchasing endpoints. Which is what the whole cross channel attribution industry is about.

Its quite possible your are getting good value from facebook ads, you've just inadvertently focused in on the worst subpopulation, the clickers.

[1]http://www.slideshare.net/hardnoyz/display-ad-clickers-are-n...

[ColdHawaiian]

For what it's worth, that earlier Hacker News discussion regarding the Google case can be found at https://news.ycombinator.com/item?id=7524473.