Cyber Monday On FBX: YoY Conversion Rates Up 34 Percent, CTR Nearly Doubles

Cyber Monday’s performance on Facebook Exchange (FBX) sure looked a lot different from a year ago when Facebook’s retargeting platform ushered in its first holiday season. FBX partner Triggit released year-over-year data showing performance increases across the board for its advertiser set. In 2012, most advertisers were still testing the FBX retargeting platform with relatively […]

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fbxCyber Monday’s performance on Facebook Exchange (FBX) sure looked a lot different from a year ago when Facebook’s retargeting platform ushered in its first holiday season. FBX partner Triggit released year-over-year data showing performance increases across the board for its advertiser set.

In 2012, most advertisers were still testing the FBX retargeting platform with relatively small budgets. This year, Triggit saw advertisers increase spend on FBX by 51 percent on Cyber Monday compared with the same day last year. Conversion rates rose 34 percent year-over-year on Cyber Monday.

Click-through rates (CTR) jumped 95 percent year-over-year. Triggit attributes the sharp rise in CTR to increased adoption of dynamic creative and, most importantly, the March introduction of News Feed inventory for FBX. In 2012, FBX inventory was only available in the right rail. The addition of the News Feed inventory helped propel the adoption of FBX dramatically, and had a major impact on the campaign growth and efficiencies seen on FBX, according to Triggit.

Even with increased adoption and more budgets being put toward FBX, Triggit saw CPCs fall 31 percent compared to Cyber Monday 2012. Here again, the additional News Feed inventory has been a contributing factor. An study this summer showed CPCs in the News Feed FBX ads were 54 percent lower than the cost of right rail FBX ads.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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