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Facebook in Q3: mobile leads huge surge in CTR, spend

Published: October 27, 2014

Author: Joe Stanton


facebook-client-page-logoThanks in large part to mobile ad advancements including the rollout of the Audience Network, Facebook’s Q3 numbers show a dramatic increase in CTR and spend when comparing both year over year and quarter over quarter results.
We run results on a total of over 650M impressions on both desktop and mobile last quarter. When comparing Q3 2014 to Q3 2013, we saw:
– 54% decrease in impressions
– 56% increase in CPC
– 342% increase in CTR
– 224% increase in spend
 
When comparing Q3 2014 to Q2 2014, we saw:
– 136% decrease in impressions
– 53% increase in clicks
– 262% increase in CTR
– 54% increase in spend
– CPCs were flat
 
Breaking out mobile specifically, our quarter-over-quarter numbers showed:
– 51% increase in impressions
– 180% increase in clicks
– 85% increase in CTR
– 40% drop in CPC
 
We expect that the Q4 holiday rush, combined with more and more advertisers competing for inventory on the Audience Network, will increase CPCs over the coming months. There is little doubt mobile will continue to be a core revenue driver for Facebook, and we predict that the average DAU (daily average users) growth is likely to stay in line with the average growth percentage rate of 62% QoQ.
Longer-term, we expect that video will become the next “big thing” as Facebook shifts their focus on monetization and expands their offerings for brands and marketers alike.

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