Today’s post is by Hillary Read, Director of Marketing at 3Q Digital.

When Cyber Monday rolled around last year, FBX was only a few months old after its official, widespread release. The results were tepid; Facebook stock closed 2012 at $26.99 as holiday data elicited a collective “meh” from advertisers and investors.

This year? A different story altogether, according to data just put out by FBX provider Triggit.

Comparing FBX Cyber Monday performance from 2012 to 2013, Triggit’s study shows the following:

– CTRs are up 95%

– CVRs are up 34%

– CPCs are down 31%

– Advertisers’ campaigns are 51% larger

So what’s behind the surge? Better ad types and better ad placement are two big reasons. Advertisers got a huge boost this past spring with the ability to retarget visitors with News Feed ads, and the widespread adoption of dynamic ads in both the right-hand side and the News Feed has raised performance as well.

“When FBX launched last year, most advertisers ran static ads, but the record-breaking performance  from dynamic right-hand-rail and News Feed ads this year makes FBX forever a part of the marketing mix for large, direct-response advertisers,” said Zach Coelius, Triggit’s co-founder and CEO. 

Holiday-season data will roll in during early January, and early signs are that it’ll point to the same conclusion: while FBX is still a relatively small part of Facebook’s ad revenue, it’s not going anywhere but up.